For my Intro to Strategic Communication final project, my classmates and I created a Strategic Communication Plan for Snapple. We conducted research and sent out surveys to help establish our brand, campaign, and media goals.

1. A Strategic Communication Plan
Hannah B, Dayna P, Shayna G, Sarah K, Kathleen W, Sarah C
SIX CONSULTING

2. Table of Contents 2
Introduction
Executive Summary and Overview… 3
Background
Historical Context… 4
Situational Analysis… 5
SWOT Analysis… 6
Objectives… 7
Research
Primary Research Objectives… 8
Primary Research Findings… 8
Secondary Research Objectives… 9
Secondary Research Findings… 9
Target Market… 10
Brand Value Proposition… 11
Campaign Strategy… 12
Message
Boom Factor/ Verbal Strategy… 13
Creative/ Visual Strategy… 14
Executions… 15-17
Message Testing… 18
Media
Media Objectives… 19
Media Strategies… 20
Media Choices… 21
Media Budgeting… 22
Engagement Programs
Internal/ External Marketing… 23
Ex. Strategic Partnership/ Sampling… 24
Evaluation
Criteria For Success… 25
Appendix
Biographies… 26-27
References… 28

3. Executive Summary:
Our goal at The Six Consulting Company is to alter the “natural” image that Snapple originally embraced. Due to
recent lawsuits claiming that Snapple mislead consumers regarding the natural ingredients in their products, it is
vital for the company to rebrand.
Our vision is to promote Snapple products in our two phase them, “Grind-Unwind”. Our target market is comprised
of 18-49 year old men and women who are currently concerned with being fit. This group includes college students,
hard working employees, and parents who are concerned with being active themselves. We are confident our plan
will fit perfectly with their busy lifestyle needs. In order for Snapple to increase their product sales, the company
needs to increase international awareness, focus on consumers’ discretionary income, and increase digital
engagement. This plan will ensure the success of international integration by meshing Latino culture with United
State Citizen fitness values. We will place Snapple products in easier access locations and focus on discretionary
incomes to increase sales. Our app will be a huge part of the success of the plan. Snapple doesn’t currently have
an app and needs one with rising technology.
Overview:
Six Consulting will promote Snapple by increasing product awareness, increasing customer interaction, and
encouraging a balance between being busy, having fun, being productive, and enjoying life.
EXECUTIVE
SUMMARY
3

4. Historical Context 4
The company was originally know as Unadulterated Food products. It was first conceived as a part time venture to supply fruit juices to
health food stores. However, an early apple juice product led to the company’s current name, Snapple. The Snapple Beverage Corporation
began in the early 1980’s with a slogan of “Made from the best stuff on earth”. Today, Snapple is owned under the Dr. Pepper Snapple
Group Inc., which is located in Plano, Texas. DPS Group Inc. is an integrated brand owner, manufacturer and distributor of nonalcoholic
beverages in the U.S., Mexico, Canada, and the Caribbean. The main Snapple products are tea, juice, lemonade and bottled water.

5. Situational Analysis
Competitive Forces:
The Coca Cola Company and Pepsico Inc. reach consumers in 200 different countries
50% of Pepsico Inc. revenue is in the United States which is Snapple’s biggest country of
profit
Economic Forces:
The U.S. Economy is rising which means people have more discretionary income
Technological Forces:
Social networking is a crucial communication vehicle- a company must be interactive with
their customers through social media
The explosion of technology channels means there is a need to integrate advertisements
through mobile devices (apps), television (commercials) and the internet (website, banner
ads) is crucial
Legal and Regulatory Forces:
FTC puts regulation on advertising: In the future, Snapple must make sure they are using
correct terminology and no false advertisements to stay out of legal trouble and rebuild
consumer trust in the Snapple brand image
Nutritional Labeling and Education Act- must have correct nutrition labels
Sociocultural Forces:
United States culture is focused on healthy food and active lifestyles- they don’t want
excessive amounts of sugar in their drinks since people are trying to watch their weight
Between 2008 and 2025 the Hispanic population will increase by 20% in the United States:
Snapple must appeal to this rising target audience
5

6. 6

7. Create a strategic communication campaign for 2016 that achieves:
Increase consideration set inclusion from 35% to 45%
Increase choice set inclusion from 20% to 30%
Increase total market sales by 11%
Budget of $25 million for the full
2016 campaign:
Fiscal year starts December 31
and our campaign will start then
and will run for 6 months
depending on success
Target consumer
to communicate
to:
18-49 year old
men and women-
also focusing on a
Latino audience
(southern states
bordering Mexico)
Psychographics:
U.S. citizens value
being healthy, strong
cultural beliefs
among Latinos
Behavioristics:
Going to the gym, drinking
refreshing items, eating
healthy, increased
engagement online
Objectives 7

8. Research Objectives:Research Objectives:From our primary research, we were hoping to reiterate our findings from
our secondary research. We created an online survey via Survey Monkey
consisting of 15 questions. We received over 300 responses after
introducing the survey on social media. We asked for only 18-49 year olds
take the survey. Age was verified within the survey to ensure we reach
the correct audience.
Our personal findings were:
•Our largest reported demographic was Caucasian, second largest
Hispanic
•On a scale of 1-10, people rated the importance of exercise in their daily
routine as a 7.5
•40% of people will ONLY drink water when working out, but many
people are open to drinking juices before or after their workout
•Coke was the favorite drink brand 36% , Vitamin water was second 19%,
Snapple was third with 14%
•The majority of people buy their Snapple drinks from a supermarket,
some buy it in convenience store but rarely any people buy their Snapple
drinks from a vending machine (due to low availability)
•Favorite flavors of Snapple were Peach Tea (26%), Lemon Tea (13%), Kiwi
Strawberry (11%) and Raspberry Tea (10%)
This was a good representation of our target demographics. Our fitness
incorporation to the busy life style fits perfectly because people value
exercise. Coke remains our leading competitor, but we need to be aware
of other threats such as Vitamin Water who also take an active lifestyle
approach. We need to increase Snapple availability in vending machines,
especially at gyms. We need to emphasize tea products for the “Unwind”
phase since they are very popular.
8

9. Our secondary research was found by:
From our secondary research, we were
looking to determine:
1. Who we need to target and why
2. If we should have more than one target market
3. What our target market is looking for in their daily lives
4. What we need to do financially to make a successful plan
• Reviewing The University of Oregon Investment Group’s plan
• Researching what Snapple is currently offering via their webpage
• Analyzing their corporate persona on The Dr. Pepper Snapple Group’s
webpage
• Reading through Washington Post, Ad Age and Forbes new articles
• Evaluating information from the CSI Financial Market.
1. Integrate their products internationally- Latino demographic is key
2. Focus on creating a happy, organized, fitness image- people now know that
their products are not “All-Natural”
3. Take advantage of discretionary incomes in the rising economy
Research Objectives:
What we found from our
secondary research was that
Snapple needs to:
9

10. Target Market
Primary
Demographic: 18-49 year old men and women
(generation x and y), married parents or single
parents (they have increased by 26%), middle class
income.
Geographic: Mostly the United States, some
integration in Canada. Psychographic: Family
values, honest values (especially because of the
“All-Natural” scandal), people value being healthy
and fit. Behavioristic: busy day, running errands,
working, going to the gym, eating nutritional items,
drinking refreshing items and increased online and
technological engagement
Secondary
Demographic: 18-49 year old men and women,
people of Latino, Mexican, Hispanic and Caribbean
origin that either live in those countries or have
came to the United States.
Geographic: Snapple needs to focus on a more
international audience: seven of the top 10 states
border Mexico, Hispanic population will grow to 20%
of the total population
Psychographic: Cultural pride is valued among
these populations- optimism and happiness, ease in
getting the products
Behavioristic: Social media- online and
technological engagement, music, food,
entertainment, travel
Hello, I’m Christy. I’m a 37 year old
single mother. Even though I’m busy
running errands, working as an
accountant, and taking kids to soccer
practice, I still wants time to go to the
gym. Our brand of Snapple is perfect
to fit into her daily lifestyle.
Hi I’m Gabriel! I’m a 19 year old
college student at the University
of Texas at Austin. I moved to
Texas from Mexico. I love having
fun, listening to music, and
celebrating life. I hopes to have
the opportunity to travel the
world. Our three phase Snapple
plan along with our Snapple app
will fit perfectly in his busy
lifestyle.
10

11. Brand Value Proposition 11
Functional Benefits:
The juices can quench your thirst and the teas are
soothing at the end of the day. They are nice because
they aren’t as unhealthy as soda. The glass bottles are
reusable.
Emotional Benefits:
You will feel good about drinking Snapple because
they’re a good corporate citizen. They focus on five
aspects of CSR: environmental sustainability, health
and wellness, philanthropy, workplace and ethical
surrounding.Self Expressive Benefits:
When a consumer drinks Snapple, it shows that they are
youthful, hip, free-spirited, and are doing what makes
them happy!

12. Problem to solve: Snapple has gotten in trouble for false
advertising (their apple juice doesn’t have apples in it, their
slogan is all natural but their products contain high fructose
corn syrup).They aren’t known for being healthy.
Solution: Grind to Unwind will promote Snapple to fit into our
target market’s active and busy lives. Our “Grind” phase will
promote juices that give you a kick to start the day. Our
“Unwind” phase will promote our teas for a relaxing, herbal end
to the long day.
Problem to solve: Snapple needs to be more technologically
integrated.
Solution: The Snapple app will be a huge part of our plan. The
app will include the ability to purchase Snapple Products, the
ability to take hashtag pictures to enter into our feed, find
workout videos, and listen to workout music. Instead of the
“Real facts” in the bottle cap, the consumer can scan the cap in
the app in order to see the fun fact.
Problem to solve: Snapple does not have a large international
audience. The Latino audience is the second highest
demographic they sell to and only count for 7% of Snapple
sales.
Solution: Latino’s value music and fun- Snapple’s logo will have
vibrant colors to represent a fun and a lively start to the day. In
our app, there will also be a section for recommended work out
songs where we will incorporate Latino celebratory music. We
will additionally provide incentive to buy Snapple drinks.
Latino’s value traveling so we will do a promotional contest in
which a consumer can win a trip.
Campaign
Strategy
12

13. Message
“Grind to Unwind: Your Drink to Your Life.”
This slogan describes the busy and relaxing
part to each individual’s life. “Grind to
Unwind” is our campaign strategy and “Your
drink to your life” is the slogan that goes
along with it.
Creative Strategy: The people within the 18-
49 year old age group are very busy. Our
“Grind” phase applies to their busy lifestyles.
Fitness and a hard work ethic is valued
among this group. For this phase, we are
promoting Snapple juices. Our “Unwind”
phase applies to the time at the end of the
day when people can finally relax and spend
time with family. Our campaign allows for
the consumer to drink both Snapple juice
and tea in one day and raises awareness for
the different uses of the products.
13

14. Visual Strategy: Our advertisements will be split into our
two phases. In some mediums, we will just promote one
phase or the other, and in some we will combine them.
We will show people exercising, running errands or at
work. The focus of the ad will always be on the Snapple
bottle and will also feature the logo, slogan and
campaign strategy. For the “Grind” phase, the ads will
be bright and colorful. The person in the ads will either
be working or exercising. For the “Unwind” phase, the
ads will be darker, calmer colors and the person in the
ads will be relaxing at home.
Verbal Strategy: There are two parts to
everyone's day. The part when they are
constantly busy- either working, running errands
or exercising. We will promote “Grind” to appeal
to the time in people’s lives that are busy. The
other part to people’s day is at the end when
they need to be serene. “Unwind” appeals to
the time in people’s lives when they needed to
relax. “Your drink to your life” is our catchy
slogan. Even though we are universally applying
Snapple into two phases, we also are
individualizing the campaign to each consumer.
14

15. Executions 15

16. 16
Executions 16

17. Executions 17

18. Executions
18

19. Message Testing 19
We asked college students, family members
teachers about their views on our three phase
approach to Snapple. People reacted very
positively to the idea. The only negative
feedback was that the plan felt impersonalized,
which is why we combined our three phases
with “Your Drink for Your Life.”
After we incorporated the additional slogan,
everyone reacted very positively to the idea. They
appreciated the three phases because they felt it
put their usually crazy lives in a simplistic form.
They felt that they would remember and consider
Snapple when they are on the go, when they are
working out, and when they are relaxing at home.

20. Media Objectives
20

21. Message Length and
Sizes
Internet: 720x300 px
Social Media: One sentence with a picture
TV: 30 seconds for each advertisement
Print: 8 ⅜ x 10 ⅞ (standard magazine size)
Media Strategies
21

22. Media Choices 22
Print: We will place “Go” advertisements on billboards. As people are driving in
populated areas, especially to work, they can see the advertisement and relate it to their
lives. They will not only notice Snapple, but think about purchasing the drink. Magazines
are prime to place advertisements in It is simple to create the ad specifically to the
audience of the magazine
Internet: Nowadays, everyone is always on the internet. In order for Snapple to be
technologically integrated, the products need to be featured on banner ads. “Youtube” is
perfect because Snapple can have their own channel and can be featured on commercial
and banner ads. “Buzzfeed” is a wildly popular site among our younger audience. “Shape”
is a great website to attract our fitness audience.
Social Media: Much of the target market is on social
media. Facebook is used internationally as well as among
a variety of age groups. Instagram is great to show
pictures of Snapple products. Twitter is great a great
medium for interacting with consumers. Snapchat, in
between stories, is a new way to advertise products. It is
a quick way to grab people's attention.
TV: Television spots can reach our target market
because advertising on specific shows that applies to our
audience will help us reach our primary and secondary
target markets.

23. Media Budgeting 23
Social Media (40%) deserves the largest amount of the
budget because it is the most rapidly expanding
medium. Since Snapple needs to be more
technologically integrated, more money and energy
needs to be spent to improve social media.
Internet (30%) got the second largest amount because a
lot of people surf the internet. Websites such as
YouTube and Buzzfeed are very popular and it would be
financially beneficial to advertise there.
Print (10%) and television (20%) were given less
budget, because they are declining mediums. It is still
important to give print funding because magazines are
great for targeting very specialized segmented
audiences, and billboards are eye catching and can
easily increase product consideration.

24. Engagement Programs 24
Internal Marketing- Celebrity Spokesperson, Jennifer Lopez
Objective: Get Snapple employees excited about the new
campaign. She is a perfect fit for our campaign because she is
Latina, very active, and is a single mother.
Strategy: Jennifer Lopez will come into Snapple headquarters
quarter annually and deliver motivational speeches on the new
plan. She will talk about fitness, work ethic, Latina culture, and
Snapple’s vision, and the importance of the new campaign. After
each speech, all employees that attend the event will get the
chance to ask her questions.
External Brand Integration- “Grind to Unwind” Around the World
Hash Tag Contest
Objective: Appeal to the Latino values of travel and fun. Get
people to be more interactive and engaged with Snapple
products.
Strategy: On our app or social media accounts, consumers can
post pictures to #MySnappleMyWay of them drinking a phase of
Snapple. Snapple will choose their 25 favorite photos and then
consumers can vote for their favorite picture once a day on the
Snapple App. Whoever gets the most votes, wins a week long
luxury trip for four to a tropical destination. To enter, you must
be at least 18 years old. The contest will start in February and
the winner will be chosen in April .

25. Engagement Programs 25
External Strategic Partnership- LA Fitness
Promotions
• Objective: To get consumers to start to
associate Snapple with fitness. This will also
increase Snapple availability in vending
machines.
• Strategy: We will have our “Snapple Gring Guy
& Gals” with all Snapple fitness apparel do a 6
month tour of different LA fitness’ in the United
States and teach fitness classes such as yoga,
kickboxing, and spin. Before the class the
“Snapple Grind Guys & Gals” will be handing out
free Snapple water. During the workouts they
will play songs featured on the app. Besides the
brief day when our Snapple workout reps will be
in a location, all the LA Fitness’ will have a
whole Snapple vending machine in the gyms.
External Sampling- Snapple App
• Objective: Allow to be more engaged with consumers and be
more technologically integrated.
• Strategy: The Snapple App will have many different
components:
• Scan the Cap: Learn about product information of what
you’re drinking and read the motivational quote and
fitness fact
• Hashtag contest: Enter your photos with your drink to
win a trip
• Basic Info: Explains Snapple’s new campaign, vision,
and mission statement
• Workout videos: For inspiration on how to work out
• Free workout music: Introduce Latino music and
culture
• Buy products

26. Evaluation 26
After the campaign has been launched we will conduct
general surveys in public areas. We will ask people if they
know of Snapple’s new marketing approach and other
sub questions. There will be incentive for filling out the
survey such as a coupon for Snapple products. These
surveys will be conducted all throughout the United
States. Additionally, people can click on Snapple banner
ads and take a survey. The survey will ask them if they
liked the ad, if the ad influenced them, etc. We will
monitor clicks on banner ads, CPM for magazines, and
consumer responses to commercials. We will analyze
what people are saying about the Snapple brand. We will:
• Take initiative to respond to consumers immediately if
there are issues regarding the brand
• Track sales weekly, monthly and yearly
• Track who are buying products (what age, what race,
what gender)
• Determine if we are appealing to our main target
audience
• Fix and tweak our campaign as need be

27. Appendix 27
Name: Shayna Ginster
Age: 18
Hometown: Rochester,
NY
Major: Integrated
Marketing
Communications
Favorite Snapple
Flavor: Pink Lemonade
Goals/ Aspirations: I
hope to land a job in
New York City and
move there after
graduation.
Name: Dayna Poskanzer
Age: 18
Hometown: Albany, NY
Major: Integrated Marketing
Communications (IMC)F
Favorite Snapple Flavor: Peach
Tea
Aspirations/Goals: I am very
passionate about staying active
and maintaining a healthy
lifestyle. I hope to pursue a
career promoting health and
fitness in my future.
Name: Sarah Krieger
Age: 19
Hometown: Rochester, NY
Major: Communication Management and
Design
Minor: Jewish Studies
Favorite Snapple Flavor: Strawberry Kiwi
Aspirations/Goals: I really enjoy giving back
to the community. We’re put on this earth
with money and goods, but it’s kind of like a
loan and it’s our duty to give back to the
community. So I want to pursue a career
where I can continue to do these types of
activities.

28. Appendix 28
Name: Kathleen Weber
Age: 18
Hometown: Lehigh Valley,
Pennsylvania
Major: Integrated Marketing
Communications
Favorite Snapple Flavor:
Raspberry Tea
Aspirations/Goals: I wish to find
and pursue my passions while
experiencing as much as
possible.
Name: Sarah Carrillo
Age: 18
From: Queens, New York
Major: Communications
Management and Design
Favorite Snapple Drink:
Snapple Apple
Aspirations/goals: I currently
would like to pursue a career
in fashion public relations, and
live in the city once I graduate
Ithaca College.
Name: Hannah Byron
Age: 18
Hometown: Reading, Massachusetts
Major: Communication Management and Design
Favorite Snapple Flavor: Mango Madness
Aspirations/Goals: I hope to receive various
summer internships in the Boston area focusing
on event planning, public relations and project
management. I also intend to do as much
traveling as possible, including spending a
semester in London and New York City.

29. Sources 29
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30. December 2015 Strategic Communication Plan