1. "
‘Some brands were born
to have fun and
Snapple is one of them’
- Forbes
Team 408

2. 1
Table of Contents
Executive Summary
Our Manifesto
Research
Creative
Public Relations
Point of Purchase
Social Media
Paid Media
Evaluation & Measurement
Budget & Flow Chart
Appendix A & B
Appendix C & D
Appendix E
2
3
4
8
1 2
1 4
1 6
1 8
2 1
2 2
2 3
2 4
2 5

3. Executive summary
From the beginning, we decided that we would
not conduct ordinary research to answer a
quirky. No focus groups. No taste tests. No
minds. We dug for brand attitudes, not
product attributes.
Thinking of Snapple conjures up memories not
is consumed: moments large and small -- but
always fun and enjoyable. Snapple tells us in
its own brief what these moments are like.
has stood for and embodied for decades.
national campaign, addressing differences
between the Heartland and Non-Heartland
tactically.
will meet them on social media and in person
to show them what The Best Stuff on Earth is
holidays. And as the special days and
-
ers, these delightful and sometimes weirdly
stuff on earth. And through this campaign, we
will ensure that the best stuff on earth makes
them think of The Best Stuff on Earth: Snapple.
2

4. 3
Our manifesto

5. 4

6. Top of Mind
(For a complete report on top-of-mind research, see Appendix B)
Snapple absolutely dominates bottled tea
top-of-mind awareness in the Heartland.
lower top-of-mind than Snapple. Snapple
awareness.
consistently lower top-of-mind recall of
all bottled tea brands. AriZona and Lipton
Leaf tie for second. The difference
four points.
Bottled Tea Juice
The juice drink category is less easily
measured because consumers do not
distinguish between juice and juice
only juice drink brand which consumers
recalled top-of-mind; all other brands
were juice.
Our own weighted measurement for
Snapple (Heartland and Non-Heartland,
bottle tea and juice drink) showed 16
the case study.
Heartland Heartland
10.3%
Non-Heartland
6.3%
32% 12%21%
14%14%18% 18%
21%
Non-Heartland
Snapple Pure Leaf Lipton AriZona
AriZona Lipton Snapple Pure Leaf 5

7. Mnemonic Research
(For a complete recap of this study, see Appendix C)
• “glass bottle”
• “real fact”
• “the pop of the cap”
• “the best stuff on earth”
Recall stimulated by the mnemonic triggers in the Heartland is
Snapple by 97 percent of Heartland respondents. Somewhat
powerful.
The triggers are so powerful that deploying one or more of them
in all Snapple messaging should theoretically augment brand
6
8%
Non-Heartland
Heartland
The Best Stuff
on Earth
p of
the Cap
Real FactsGlass Bottle
95%
%
71% 71%
64%
67%
57%

8. Social media levels
Facebook Conversation Level
41
14
27
93
Lipton
Brisk
Snapple
AriZona
Twitter Interest Factor
Lipton
Brisk
Snapple
AriZona
1.91
3.64
.84
7.64
brand lags behind some competitors.
On Facebook, the engagement is encouragingly good,
comments by more than three to one. Furthermore, it
appears that engagement is nationwide (not dominated
Snapple content on Twitter is dismally less than
times more retweets than a Snapple tweet.
media presence but rather the nature of its content.
(For more detail on social media levels, please see Appendix D.)
7

9. memoriesholidays celebrate
Creative:
the good stuff
8good stuff
unexpected
experience
surprise
delightful
moments
realfactcelebrate
memories
wonderful
goodstuff
unexpectedmoments
memories
holidays celebrate
The good stuff in life is the stuff that
see coming, those moments that make
memories that will always make us smile,
sometimes make us chuckle.
consciousness.
While the concept will launch on social media
during the prime consumption months—is to
for just one weirdly wonderful moment,
becomes a celebration. And to associate
We build our commercials on four of the
of. Real fact: This stuff is for real. These
them.
We incorporate all four of the mnemonic
commercial. The pay-off for each holiday is
presented as a Real Fact (which it is). The
commercial ends with the slogan. The two
aural mnemonics form the base of the music
track.
celebrate musicdelightfulwonderful experience
delightful
momentsholidays
celebrate
wonderfulgoodstuff
real fact
wonderfulunexpected
holidaysdelightful experience real fact

10. Creative: continued
9
campaign. We use the instrumental music under all four
music on the two mnemonic sounds which consumers in all
parts of the country associate so strongly with Snapple: the
pop of the cap and the clink of the glass bottle. The sounds
are played in the “Snapple Song” as if they, too, were
musical instruments.
Original Music
in black crepe beside the man. MAN: “He walked a mile in my
FTB
Lost Sock Memorial Day
You can listen to it here.

11. Creative: continued
World Sauntering Day
1 0

12. carrying a bag skulking up porch stairs. He takes out a
Best Stuff on Earth. FTB
Sneak a Zucchini onto
Your Neighbor’s Porch Day
Creative: continued
beauty fresh fruit shots, ending with shot of earth and
Take Your Plant for a Walk Day
1 1

15. The in-store experience:
National Snapple BOGO Day
the customer will be able to hear the
will appear that the cooler is banter-
ing with any startled souls who go to
open its door. The cooler will mess with
their heads a bit and ultimately remind
them that National Snapple BOGO Day
it now by buying two Snapples for the
price of one.
interaction with customers. After
posted across all social media on the
same day as the in-store promotion goes
up.
1 4
-
est month), Snapple will decree (and
-
dar.com/register-a-national-day) its
tailored for social media.
The cooler that messes with your head
teract —
that is, chat — with customers in real
able to see and hear customers through
hidden cameras and microphones, while
>

16. But you can Celebrate Today
Nov. 9th
IS SNAPPLE BOGO DAY
with the best stuff on earth
1 5
In-store experience:
continued
We will create and distribute a door cling
half of which are clean stores and that one-
third of the remaining stores will support
the promotion.) The door clings will be up
for two weeks prior to National
Snapple BOGO Day.
We will create and distribute shelf danglers
to all major chains in the Non-Heartland
that carry Snapple products. (Albertsons,
locations. Again, the danglers will be up for
campaign will draw to a close.

17. Snapple has a strong social media structure with some of
We will share two holidays per month with our consumers
plan will focus on supplementing and enhancing our
Three days prior to each holiday, using Twitter polls and
emoji puzzles, Snapple will prompt users to guess which
-
holiday and encourage users to post how they celebrate the
hashtagging #SnappleDays.
on — — should
Social media and #SnappleDays. (See Appendix D for the complete analysis of social media engagement.)
1 6
Insight: Although Snapple has 14 percent more
Facebook followers, AriZona’s conversation
level with its followers is 3.4 times greater than
Snapple’s.
Insight: Snapple has 24 percent more Twitter followers
than AriZona’s, yet AriZona’s content generates nine
times more interest.
calls to action. We will refocus content to recapture
the product.
#SnappleDays is a year-long social media effort that
integrates fully with other components of the campaign
by celebrating, with our consumers, those real but
weird and wacky holidays that populate the calendar

18. #SnappleDays
365 days a year
1 7
Random Acts of Flowers to spread the holiday happiness. This
nationwide charity surprises unsuspecting hospital patients, who
the conclusion of each holiday, Snapple will donate bouquets on the
delighted reactions of recipients online.
Make someone’s day
January
Day (11th)
February
o National Make a Friend Day (11th)
March
April
o National Walk Around Things Day (4th)
May
o National Lost Sock Memorial Day (9th)
June
o World Sauntering Day (19th)
July
August
Day (8th)
September
o National Hug Your Boss Day (Changes annually)
October
o National Do Something Nice Day (5th)
o National Bring Your Teddy Bear to Work/
School Day (14th)
November
o National Snapple BOGO Day (9th)
December
o N/A (Christmas and Chanukah will
dominate)

21. 2 0

22. Campaign testing, measurement and
evaluation: trust but verify
We will structure an ongoing series of tests and measurements to
campaign, we will institute a weekly monitoring of Google
increases in brand engagement will lead to an increase in
measure recall, both of the commercials and the brand. Our
measurement to the fourth.
a. Top-of-mind awareness (“Can you name a brand of
(from 15-16 percent to 18-19 percent), with most of the
shift occurring in the non-Heartland.
c. Frequency of purchase (“How often do you drink
Snapple?”)
Comparing these results to our baselines established by research
-
light users.
2 1

23. Budget
Twitter
Facebook
Bouquets for Random Acts of Flowers partnership promotion
Vending machine
SUB-TOTAL
Agency fees at 15%
SUB-TOTAL
TOTAL PRODUCTION
GRAND TOTAL- MEDIA & PRODUCTION
9
QTY Cost
5400 $95,000
10 $150,000
4 Trollies $45,000
2 Buses $60,000
n/a $70,000
n/a $55,00
n/a $55,000
25 $400,000
4 x :15 $1,400,000
-- $121,575
$2,451,575
$432,700
$2,889,275
$288,400
$3,172,675
$49,703,730
Campaign calendar and budget
Earned Media
Social Media:#SnappleDays
2 2

24. brands will also face a certain percentage of consumers
who will cite health questions or sugar content as a barrier
to purchase—again, entirely expected. The good news,
then, is that Snapple as a brand faces no unusual negatives,
even in a study that forced only negatives.
distributed a large-scale quantitative survey to answer
several questions and test hypotheses.
Because our ZMET analyses indicated that most
consumers associate Snapple with an experience, we
probed for the feelings they most closely associate with
these memories and experiences. We measured the impact
that certain psychographic and emotional variables have on
the frequency of Snapple consumption, based on the
Positive and Negative Affect Schedule (PANAS), one of
the most widely used scales to measure mood or emotion.
The PANAS scale can be used to measure state affect,
-
events. Using Multiple Regression, we observed a positive
correlation between three feelings—Joviality (JOVIAL),
Self-Assuredness (ASSURED), Connection to Self
(SELFCONN)—and the usage rates of Snapple.
The full-on nerd version: The multiple regression equation
(where FREQ is frequency of consumption, the dependent
variable) is this:
FREQ = 2.9+.3(JOVIAL)+.17(ASSURED)+.12(SELFCONN)+e.
More simply stated, this means that the more somebody
connects Snapple with a sense of Self-Assurance and Jovi-
ality, the more often they consume Snapple. This reinforces
the conclusion that we must focus on building an
emotional or personal connection rather than focusing on
the attributes of the product.
According to Brand Attachment and Brand Attitude
Strength: Conceptual and Empirical Differentiation of Two
Critical Brand Equity Drivers, Park researches which has a
greater impact on consumer behavior, brand attachment or
brand attitude strength. Brand attitude strength is simply
brand, while brand attachment is the strength of the bond
Appendix A
A long but necessary treatise on the mind
of our consumer
We began our probe of the consumer’s relationship to
Snapple through a series of Zaltman Metaphor Elicitation
Technique (ZMET) interviews in order to begin to
understand the context in which Snapple exists in the con-
sumer’s mind.
The ZMET is a research tool wherein participants are
asked to collect a set of 10 random pictures that
represent their thoughts and feelings regarding Snapple.
The researcher then sits down with the participant and goes
through each visual, probing why each one was chosen.
The special thing about the ZMET is that it can reach and
understand underlying thoughts and feelings an individual
holds towards a brand, even if the individual is not initially
aware of them.
studied individuals focused almost entirely on experiences
they had while drinking Snapple, not on the product itself.
product qualities, they talked of hikes with friends, road
trips, mixing with vodka on vacation and so on.
We followed the ZMET with a second psychological
probe designed to uncover any possible hidden barriers to
purchase in the marketplace. We devised a projective survey
of a brand—any brand—to be chosen over Snapple and
then to give the reason why. We were pleased to see that no
unexpected barrier to purchase at all emerged from the 710
responses.
Content analysis showed that the most commonly
mentioned reasons people put forward not to choose
Snapple were entirely predictable in the food and beverage
industries, namely: health (135 mentions), taste (124) and
sugar content (85). In any food or beverage product
category, most consumers will prefer the taste of one brand
to another, so taste as a reason is completely unsurprising.
In health food-obsessed contemporary America, most
between the brand and the consumer. The strength of this
bond can be due to thoughts and feelings about the brand
but also the brand’s relationship with the self. The article
argues that these connections can be emotional in nature,
however they can also be joy, excitement, pride and other
feelings retrieved from brand-self memories. The results
of the study showed that brand attachment better predicts
purchasing behavior than brand attitude strength. This is
because brand attitude strength may capture a brand’s mind
share of a consumer. Attachment is uniquely positioned to
capture both heart and mind share.
Appendix B
In the Heartland, Snapple bottled tea owns top of mind
awareness, with half again as much as Lipton and Pure
Leaf and almost three times the share of top of mind recall
which goes to AriZona. The percentages of respondents
who named a top brand unaided were:
Snapple 32%
Lipton 21%
Pure Leaf 21%
AriZona 12%
In the Non-Heartland, there is a notably smaller percent-
age of consumers who can, unaided, recall any brand of
bottled tea. Lipton and AriZona rank the highest, with
Snapple and Pure Leaf slightly behind. Nonetheless, the
in the Heartland.
AriZona 18%
Lipton 18%
Snapple 14%
Pure Leaf 14%
It is impossible to extract meaningful comparisons of un-
aided top-of-mind recall between Snapple and competitive
brands in the juice drink category since consumers do not
make a distinction between the “juice drink” and “juice”
categories. Hence, all brands which respondents recalled
2 3

25. unaided in our research were pure juice brands, with the
exception of Snapple and one energy drink brand.
Nonetheless, we can extract an indication that Snapple
competes for top-of-mind awareness even in this category
of muddled consumer perception and even when
competing in consumers’ minds against powerhouse brands
such as Minute Maid, Tropicana and Ocean Spray.
Heartland juice drink top-of-mind 10.3%
Non-Heartland juice drink top-of-mind 6.7%
-
wide top-of-mind recall level of 16% Snappletm. Because
our independent research result falls within a fraction of a
point of the top-of-mind level reported by Snapple itself,
high.
Appendix C
Mnemonic triggers
In early discussions of the brand, we noted anecdotally that
enough frequency to warrant serious study to see if these
attributes are in fact mnemonic. We conducted a simple
nationwide survey to discover if each of the four attributes
actually does function as a trigger to association with Snap-
ple and, if so, how commonly.
The results showed that in fact each one of the attributes
resonates strongly among a majority of consumers, thus:
In the Heartland, when given the competitive set:
•95% thought of Snapple when asked about “glass bottle”
•83% thought of Snapple when asked about “real facts”
•71% thought of Snapple when asked about “the pop of
the cap”
•67% thought of Snapple when asked about “the best stuff
on earth”
While the results were lower in the Non-Heartland, they
were gratifyingly close. When given the competitive set:
•83% thought of Snapple when asked about “glass bottle”
•71% thought of Snapple when asked about “real facts”
•64% thought of Snapple when asked about “the pop of
the cap”
•57% thought of Snapple when asked about “the best stuff
on earth”
While the Snapple has high brand awareness, top-of-mind
awareness is lower. (See Appendix B.) However, these
mnemonic triggers automatically elevate Snapple to top
of mind. Therefore, deploying these triggers in creative
executions should theoretically augment top of mind recall,
Appendix D
Social media levels
We analyzed seven randomly chosen weeks during the last
year to sample Facebook engagement and seven different
randomly chosen weeks to gauge Twitter engagement.
Snapple’s Facebook engagement is notably positive. Of all
the comments analyzed, 49% were positive, 35% were
neutral and only 15% were negative. This means that
Snapple’s Facebook positives outweigh its negatives by
more than three to one.
Traceable comments on Snapple’s Facebook page came
from 38 states. Hence, on Facebook, the conversation with
Snapple’s followers spreads over both the Heartland and
the non-Heartland.
Total Facebook posts / Total Comments / Conversation Level
Snapple 31 859 27
Lipton 10 411 41
AriZona 21 195 93
Brisk 18 265 14
Tweets / Retweets / Interest Factor
Snapple 260 220 0.84
Lipton 89 170 1.91
AriZona 209 1594 7.62
Brisk 37 135 3.64
Relative Conversation Levels
• Lipton’s conversation level with its followers is 1.5
times greater than Snapple’s.
• AriZona’s conversation level with its followers is 3.4
times greater than Snapple’s.
• Brisk’s conversation level with its followers is one-half
Snapple’s level
Relative Interest Generation
• Lipton’s tweets generate 2.3 times more interest than
Snapple’s.
• AriZona’s tweets generate 9 times more interest than
Snapple’s.
• Brisk’s tweets generate 4.3 times more interest than
Snapple’s.
2 4

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2 5