2. 2
Situation Analysis
Category
• The Liquid Refreshment Beverage (LRB) category consists of
water, carbonated soft drinks, tea, milk, fruit juice, fruit drinks,
energy drinks and sports drinks
• In 2015, the LRB industry generated total sales of $168.3 billion in
the U.S.
• Within the LRB industry, ready-to-drink teas and juices have
progressed dramatically, reaching 14% of category share
• The top four companies leading the tea and juice drink category
in sales volume are Arizona, Lipton, Brisk and Snapple
• Gold Peak and Pure Leaf have seen high increases in volume
performance within the past year
• Dr. Pepper Snapple Group’s 2015 net sales were $6.3 billion
• Snapple’s annual sales volume is 35 million cases generating net
sales of $56.9 million
Industry Trends
• E-commerce and online grocers are important factors affecting the
beverage industry
• More than 85% of tea consumed in the U.S. is chilled
• The four leading companies in the refreshment beverage industry
are Coca-Cola, PepsiCo, Nestlé Waters North America, and Dr. Pepper
Snapple Group
• Consumers pay more for a product or package that simplifies their lives
• Beverage companies are emphasizing health benefits of tea to meet
the cultural shift towards a healthier lifestyle
Bottom Line: Snapple faces steep competition in the LRB industry, but with a fresh campaign, the brand can increase their market presence and share.
Leading Liquid Refreshment Beverage Companies
In The U.S. Based On Market Share
Leading Tea And Juice Drink Beverage
Based On Volume (in Millions)
33.6%
Coca-Cola
25.4%
Pepsi
19.3%
Other
11%
Nestle
10.7%
Dr Pepper
Snapple
122 60 51 35
ARIZONA LIPTON BRISK SNAPPLE
3. 3
Competitive Analysis
142 K 12.8 K 10.3 K
9.2 K 9 K 6.7 K
Bottom Line: Snapple has a strong presences on social media. By effectively utilizing social media, Snapple can actively engage with their consumers and drive sales.
Instagram Followers
Twitter Followers
Facebook Followers
Market Share
Snapple 97.3K
78.5K
46.2K
30K
19.4K
4.5K
Arizona
Lipton
Brisk
Gold Peak
Pure Leaf
6.6M
3.5M
3M
1.4M
480K
398K
Lipton
Snapple
Arizona
Brisk
Pure Leaf
Gold Peak
38.5%
Arizona
18.8%
Lipton
15.9%
Brisk
11.2%
Snapple
8.1%
Gold Peak
7.4%
Pure Leaf
4. 4
Target Audience
As we explored the suggested target audience of 18-49 year olds, we discovered disparities between 18-34 year olds and 35-49 year olds
regarding their consumption habits and perception of the Snapple brand. Because of this, we propose a target audience of 18-34 year olds, with
a focus on those ages 18-24. By concentrating on a narrowed target audience, we can effectively connect with consumers who are beginning to
embrace their individuality by choosing brands that represent their taste. This presents Snapple with an opportunity to connect with a brand loyal
consumer base; thus, creating life-long Snapple drinkers.
Millennial Trends
• Largest generation in the U.S. representing 25% of the population
• These 75 million consumers command $200 billion in annual buying power
• 87% more likely to drink RTD tea than any other generation
• Proud of their individuality and prefer to buy brands that reflect their style and personality
• Brand-loyal consumers expect companies to interact with them on an emotional level
• Influenced by digital media & enjoy active leisure lifestyles
Bottom Line: Our 18-34 year old target is comprised of dynamic, adventurous individuals, who value brands that reflect their unique personalities.
5. 5
18-34 “Outside the Heartland”
Personality Traits
• I use social media throughout my day
• My lifestyle is vibrant and active
• I often partake in outdoor leisure actives
• I stand for social causes that are important to me
Beverage Consumption
• I am not very likely to drink Snapple
• Every once in a while, I will choose a tea or juice beverage as my drink
18-34 “Heartland”
Personality Traits
• I refuse to accept the status quo
• Taking risks is my forte
• I rely on so and digital media as a form of
entertainment, news, and networking
• My career is extremely important to me, and I
believe money and status measure my success
Beverage Consumption
• I am a brand advocate for Snapple
• I loyally drink tea and juice beverages
Target Segments
Snapple Implications
• Use digital opportunities to engage with
consumers
• Portray a fun, quirky brand image to appeal
to the consumers’ vibrant, active lifestyles
• Promote Snapple as a value-driven company
by implementing a corporate social stance
• Increase distribution to make Snapple drinks
readily available across the U.S.
The target audience in the Heartland are the typical fast-paced, self-motivated Northeasterners who are already very familiar with Snapple.
The Outside Heartland segment is overall laid-back, partake in outdoor activites, stand for social causes, and are not as familiar with Snapple.
Although these segments move at different speeds, they both appreciate the importance of individuality and expression in their lives.
6. 6
Interviews
“I treat myself after
a long night.”
- Ava, PA
“It’s very colorful. If I pass by
Snapple I’ll buy it because it
tastes good and there are lots of
flavors.” -Tiana, CO
We conducted over 30 on-the-street interviews with consumers to uncover deeper insights into their beverage preferences
and perceptions of Snapple. Reccurring themes indicated that millennials favor the refreshing taste and variety of flavors that
Snapple offers. By understanding what qualities are important to our target, we were able to develop an effective campaign
strategy.
“A fun personality -
very witty.”
- Austin, VA
“Simplicity…maybe a little
extra flavor and pizazz.”
- Donny, MD
“I want it to be refreshing
and taste really good.”
- Julie, PA
“I usually pick it up with a
quick dinner or snack.”
- Clay, CA
“Different flavors, colors; if
it draws my eye then I’ll try it.”
- Ellis, NV
“I don’t think about it too much.
If it sounds really good at the
moment, I will get it.”
-Greg, PA
“I like Snapple’s glass bottles…
it separates them from
other brands.”
- Kelly, NJ
Bottom Line: Snapple’s refreshing taste and quirky brand personality makes it popular among millennial consumers.
When I Hear
Snapple...
What I Want
in Snapple...
When I Buy
Snapple...
7. 7
Consumer Analysis
Primary Research
To fully understand 18 -34 year old consumer beliefs, attitudes,
perceptions and behaviors regarding Snapple and other RTD teas,
we conducted the following research:
• Nationwide Qualtrics survey with over 900 respondents
• Over 30 on-the-street interviews
• 9 in-depth interviews
According to our survey, consumers believe that Snapple is more
refreshing, has better taste and better flavors than its competitors.
• 65% said that Snapple’s REFRESHMENT is “good” or “very good”
• 70% said that Snapple’s TASTE is “good” or “very good”
• 76% said that Snapple FLAVORS are “good” or “very good”
However, survey respondents believe that other competitors have higher
ingredient quality and lower prices.
General Attitudes
Consumers discussed their ideal tea and listed these 5 characteristics
as most important:
TASTE
REFRESHMENT
FLAVOR OPTIONS
INGREDIENT QUALITY
PRICE
0 10 20 30 40 50 60 70 80 90 100
30%
32%
38%
Cheerful Original
Playful
Snapple’s Perceived Brand Personality
Bottom Line: Snapple out-performs the competition in consumers’ top three, ideal beverage attributes: taste, refreshment and flavor options.
8. 8
Campaign Strategy
Bottom Line: With strategic messaging in both the Heartland and Non-heartland, Snapple can reach their ultimate objective: to growth total Snapple volume across the U.S.
Action Set
• Lack of “top of mind” awareness affects the brand in terms of sales
• Brand relevance is greater in the heartland
• In the heartland only 50% of consumers consider it when choosing a tea or juice beverage
• Snapple has huge room to grow within both markets
• Large variety of flavors
• Glass packaging and single serve containers
are preferred
• Premium beverage
• Unique personality
• Limited distribution outside of the Heartland
• Low top of mind awareness (Heartland and
Outside the Heartland)
• High sugar content
• Product personalization
• Increase sales outside the Heartland
• Appeal to an 18-34 year old millennial market
• Reposition the brand image
• Support a social cause
• Increasing consumer interest in health and wellness products
• Competitors with large scale distribution networks,
manufacturers, and retailer processes
• Competitors in multiple beverage categories
• Segmented market (NYC)
• Strong emerging competition
Opportunities
Weaknesses Threats
Strengths
9. 9
Campaign Strategy
Communications Goals
The overall goal is to give Snapple its own unique niche in the tea and juice drink category through expression of Snapple’s quirky and fun
personality where consumers are encouraged to join the brand in embracing their individualistic selves.
Snapple has a reputation for being known as a fun, quirky brand. Yet, Snapple’s most recent advertising campaigns have shown consumers a
different side of the brand. This includes the portrayal of Snapple as a more serious, nostalgic beverage that is adored primarily by New Yorkers.
This campaign presents the obstacle Snapple is now facing. How can they break out of their heartland and reach consumers throughout the rest of
the country? We know Snapple can do so by going back to their original roots of accepting and embracing what makes them “Snapply.
3
Campaign Objectives
Inside the Heartland: Grow Brand Relevance through engagement tactics with
Heavy Snapple Users
Outside the Heartland: Drive Trial to create Top of Mind Brand Awareness
Inside and Outside: Grow Purchase Frequency
Outside
Heartland
Inside
Heartland
GoalCurrent
(per year)
(per year)
EMBRACE
INTERACT
CREATE
Bottom Line: Snapple must focus on these three goals to effectively reach consumers inside and outside of the Heartland with their quirky personalities
individuality
awareness
emotionally
10. 10
IMC/Media Strategy
Objectives
• Reach our target audience through a strategic media mix supported by our quintile analysis
• Acquire a total of 2,640 Gross Rating Points (GRP) throught the campaigns duration
• Earn 1.5 billion national impressions
• Drive 100,000 new store visits through programmatic buying
• Increase our online engagement with consumers through the Snapple on Tap truck
• Purchase more media in the months of June, July and August in order to attract new consumers during peak tea season
• Reach 88% of our target at a frequency of 22.8% over the couse of the campaign
Strategy
The media strategy will incorporate traditional advertising during the peak season for RTD tea purchases, from April through September. There
will be heavier media purchases in the months of June, July, and August. Throughout the year, Snapple will continue to build and maintain top-
of-mind awareness with consumers by utilizing its owned media such as YouTube, Facebook, and Instagram and by purchasing online and digital
advertising. Video advertisements will be featured on Hulu and radio advertisements on Spotify. Frequently used online sites will feature digital
ads that contain links to Snapple’s microsite.
CHICAGO
BOSTON
LOS ANGELES
PHILADELPHIA
MIAMI
ATLANTA
DENVER
NEW YORK
AUSTIN
PRIMARY
SECONDARY
Bottom Line: Snapple should focus on these spot markets due to their high indexes of tea and juice drinkers.
12. 12
Media Mix
Paid Earned
Shared
Owned
Traditional Advertising
Traditional advertising for our recommended campaign includes
national and spot television, radio and outdoor. The media will
be purchased from April through September to parallel the peak
season for tea and juice sales, with heavier frequency in June, July,
and August. These platforms were chosen based on quintile data
from our target audience. We will advertising on programs that
rank highly among our target audience such as Empire, Scandal,
The Big Bang Theory, Family Guy, and The Voice.
Sponsored Social
Snapple can sponsor content on social media platforms like
Instagram and Snapchat to capitalize on millennials’ obsession with
mobile media.
Programmatic Buying
Programmatic buying is calculated through a program called
Rocketfuel that tracks mobile and in-store activation efforts.
Dr. Pepper Snapple Group has already taken advantage of
programmatic buying, and we encourage them to utilize it again
throughout the Snapple campaign. Programmatic mobile ads will
help drive in-store visits and encourage both Light and Heavy Users
to increase their Snapple purchases.
Guerilla Marketing
We recommend utilizing the Snapple on Tap beverage truck as an
interactive way to drive trial outside the Heartland and engage with
consumers on a deeper level.
Social Media
Facebook, Instagram, YouTube and Twitter are the social platforms we
recommend using to reach the target consumer. Snapple currently has
a strong online presence, and it is important for the brand to continue
to interact with users on these platforms. Certain platforms will also be
used to showcase Snapple’s partnership and promotions.
Microsite
To facilitate Snapple’s new charitable partnership, we suggest building a
microsite. Digital advertising placed on popular websites like Facebook,
Buzzfeed and Amazon will link directly to the new microsite.
13. 13
Television
EMBRACE
YOUR TASTE
Our recommended 30 second television spot, “Taste is More,” redefines the meaning
of “taste.” Taste is about more than flavors. Taste encompasses everything about
someone: their experiences, ambitions, preferences and beliefs. The spot uses relatable
imagery and heartwarming copy to encourage our target to define their taste and, most
importantly, to embrace it.
“Taste is More” - 30 Seconds
SFX: “Calvin Harris - Feel So Close (Housejunkee Edit)”
Open with close-up of young man
sipping Snapple.
VO: “What is taste? Snapple
believes that taste is more than
just what you taste.”
Cut to waist-up shot of young man
laughing.
VO: “Taste is not limited to just
salty or sweet, sour or bitter. Our
taste is what defines us, and your
taste is everything that defines
you.”
Cut to group of friends
drinking and taking pictures
VO: “Your friends and your
family.”
Cut to young man repping his
hometown team.
VO: “Your hometown and your
traditions.”
Cut to young woman sitting on the
top of a mountain.
VO: “Your experiences and your
explorations.”
Cut to young woman running.
VO: “Your passions and your
accomplishments.”
Cut back to close-up of same
young man sipping Snapple.
VO: “Whatever your taste is,
embrace it with Snapple’s forty
unique flavors.”
Cut to Snapple logo and slogan.
VO: “Snapple, Embrace Your
Taste.”
14. 14
Radio
ANNCR: (:07) Snapple believes that taste is more than just what you taste. Our taste is what
defines us and your taste is everything that defines you. So, whether your taste is comfortable
(SFX): (:02) CRASHING WAVES
ANNCR: (:02) Or adventurous...
(SFX): (:02) SCREAMING ON A ROLLER COASTER
ANNCR: (:02.5) Whether your taste is night in
(SFX): (02): LATE NIGHT TV BACKGROUND NOISE
ANNCR: (:02) Or night out...
(SFX): (:02): CLUB BASS MUSIC
ANNCR: (:02) Whether your taste is victorious
(SFX): (:02): CROWD CHEERING
ANNCR: (:01.5) Or challenging...
(SFX): (:02): MAN GRUNTING AND WEIGHTS CLINKS
ANNCR: (:03) Whether your taste is weekday
(SFX): (:02): FAX MACHINES AND COPIERS WORKING
ANNCR: (:01) Or weekend...
(SFX): (:02): FRIENDS LAUGHING
ANNCR: (:04) Embrace it, with Snapple’s forty unique flavors. Snapple, Embrace Your Taste.
BRAND: Snapple
CAMPAIGN: Embrace Your Taste
SPOT LENGTH: 30 Seconds
SPOT TITLE: Taste Is
PRODUCTION NOTES:
SETTING/SCENARIO: The spot explores different auditory examples of what your taste can be.
SOUND EFFECTS (SFX): Crashing waves, roller coaster gears with screaming, TV background noise, club music, cheering,
grunting with weights heard clinking, fax and copy machines running, and laughter.
Airing on both traditional and Spotify, radio
spots will reiterate the redefinition of taste
through a “Taste Is” spot.
15. 15
Outdoor
Billboards
Uniquely tailored to each of the 5 spot markets, billboards will highlight the “taste” of each city. Whether it’s a city’s passion for sports, love
of jazz, or celebrity inhabitants, these billboards will invoke a feeling of local belonging and pride. In addition to the city-specific billboards,
the more general “Your taste is what defines you.” billboards will be placed within spot markets with the potential for national use.
16. 16
Social
Facebook
In order to encourage consumers to try new Snapple flavors, we recommend a series of short, fast-motion
videos optimized for Facebook’s autoplay feature. These videos will introduce creative ways to include
Snapple in recipes such as popscicles, cocktails and desserts. A collection of these videos will be posted on
Snapple’s YouTube channel and shared via our Facebook page.
snapple
snapple u.Your taste is everything that makes you, you
Define your taste for free by clicking on the coupon!
#Embrace YourTaste#Embrace YourTaste
COUPON
...for free
Snapchat
We recommend that Snapple sponsor a nationwide Snapchat
filter for consumers to share their Snapply personalities. The
filter will run during the second week of October to build from
the traditional advertisements consumers have been exposed
to over the past six months.
Twitter
Snapple will promote National Diversity Day,
October 6th 2017 with a sponsored hashtag emoji
encouraging consumers to embrace their taste.
17. 17
Partnerships
EMBRACE
YOUR SPACE
The Project for Public Spaces is a nonprofit organization established in 1975.
Their mission is to help people create and sustain public spaces that build
stronger communities.
The organization was built around the overarching idea of “placemaking,” which
inspires people to collectively reimagine public spaces as the heart of every
community. This idea ties into our target’s appreciation of individuality and
encourages them to embrace their own spaces.
The organization also invests in educating communities to celebrate their
diversity in public spaces. The Project for Public Spaces and Snapple will work
together to embrace individuality and encourage community members to make
their neighborhoods a better place.
Snapple will use Instagram to promote this partnership by sharing photos of
each rennovation. We will also run a competition online to generate awareness
for the cause.
snapple nSome of the best community renovations when
you embrace your space. #EmbraceYourTaste
18. 18
Partnerships
Is your community in need of a refreshment?
Snapple and PFPP is teaming up to renovate 6
public spaces. Nominate your public space today!
NOMINATE HERE
DONATE SUBMIT YOUR SPACE
Snapple & Project for Public Spaces are teaming up to improve 6 commmunity spaces.
Vote for your favorite space below.
11,210 10,234 9,432
8,701 5,333 4,902
Competition
To find public spaces that need attention, we will have consumers share images of spaces in their hometown that they feel needs renovation. We
will create a microsite to be the landing page for the competition, in which people can submit their images. Visitors to the site will vote for the
space they believe deserves the renovation the most. This partenership will run the full time of our campaign and 4 projects will be chosen, one
for each quarter.
Features of the Site
• Donation Page
• Submission Form
• Voting Forum
• Images of previously renovated projects
19. 19
Partnerships
Is your community in need of a refreshment?
Snapple and PFPP is teaming up to renovate 6
public spaces. Nominate your public space today!
NOMINATE HERE
Banner Ads
In order to raise awareness for the Embrace Your Space
competition, we will place banner ads on Amazon, Facebook and
Buzzfeed. These messages will invite consumers to nominate a
space they feel needs to be revived. By clicking on the banner ad,
viewers will be automatically redirected to the Embrace Your Space
microsite.
Videos
Snapple will launch the Embrace Your Space competition with a video on their
Facebook and Twitter. This video will include details about the Project for Public
Spaces and how to enter the competition. Snapple will also post recap videos
when each space is completed, showing the “Before and After” of each space and
testimonials from the community members who won the renovation for their town.
20. 20
Promotions
Souvenir Cups
Souvenir cups will be created by local artists and designed to
represent the “Snapply” essence of each region the truck visits.
The cups can be purchased for $3, which will cover the cost of
unlimited refills. All proceeds from the souvenir cups will be
donated to the Project for Public Spaces.
EMBRACE
YOUR STATE
Snapple on Tap
Snapple on Tap is a customized beverage truck that will visit cities,
retailers and events across the nation. Throughout our campaign,
Snapple on Tap will drive trial outside the Heartland and reinforce brand
loyalty inside the Heartland by creating unique, face-to-face connections
with consumers.
The vehicle will be decorated in a “Snapply” way and feature a dry-erase
wall on both sides. Consumers can write on these walls about what they
believe makes their state unique and “Snapply.” To receive a free sample
from the Snapple taps, consumers will need to post on social media using
the hashtag #EmbraceYourState and tagging @Snapple.
Roadtrip Details
• 10 flavors on tap
• 3 Snapple beverage trucks
• 2 trucks traveling outside the Heartland
• 1 truck stationed inside the Heartland
21. 21
embraceyourtaste
“Snapple On Tap” Rolls Out
0
Published on January 4, 2017
We may be coming to a city near you! Check this out for more details.
NAPPLE ON TAP:
COMING TO A CITY NEAR YOU
Promotions
Tracking
Snapple can use the app, TrackMyTour to recored the progress of
each beverage truck and then share their location on Snapple’s
social media pages. Consumers can visit Snapple’s Facebook or
Twitter pages to determine when a Snapple truck will be coming
to a city near them.
Recap Videos
Brief videos created by the Snapple on Tap road-trippers will highlight their
unique experience in each region that Snapple visits. These videos will be
generated in a “go-pro” style to express a sense of adventure and capture the
most memorable moments from the road.
Virtual Presence
A YouTube video will introduce the Snapple on Tap promotion and include details about what regions the trucks are
visiting, the flavors on tap, and how to track its travels.
22. 22
Retail Activation
Sponsored Instagram posts will feature click-through coupons that consumers can screenshot and redeem in-store
via their smartphone. There will be two coupons, one outside the Heartland for a free Snapple to drive trial, and
one offered nationwide for a “Buy One Get One Free” Snapple to drive total purchases.
snapple
snapple Your taste is everything that makes you, you.
Define your taste for free by clicking on the coupon!
#Embrace YourTaste
COUPON
...for freeFREE(Up to $1.99)
ONE (1) 16oz, bottle of any flavor
Snapply Tea or Juice Drink
BOGO
Snapple on Tap will have a QR code on the trucks that
consumers can scan with their smartphone to receive a
coupon for a free Snapple. These manufacturer coupons will be
redeemable at any store. This will encourage light users to try
and purchase more Snapple.
Sponsored Posts
23. 23
Retail Activation
Customized Spot Market Labels
A new Snapple label will be custom designed for each spot market,
featuring its unique geographic attributes. These collectible bottles will be
placed on point-of-sale grocery store displays in each corresponding spot
market.
In-Store Displays
A new Snapple label will be custom designed for each spot market,
featuring its unique geographic attributes. These collectible bottles
will be placed on point-of-sale grocery store displays in each
corresponding spot market.
Original
Custom
24. 24
Campaign Schedule
ONLINE/DIGITAL
Hulu
Spotify
Digital Ads
Facebook
Amazon
Buzzfeed
Snapchat
Programmatic Buying
Twitter Hashtag Emoji
Net TV-L Nite/L News
Net Cable-L Fringe
Net Radio-Morning Drive
Net Radio-Evening Drive
Outdoor
April May June July August September
Spot TV-Late Fringe/News
Spot Cable
Spot Radio-Morning Drive
60 GRPs 60 GRPs 60 GRPs60 GRPs 60 GRPs 60 GRPs
60 GRPs60 GRPs 60 GRPs 60 GRPs
70 GRPs70 GRPs 70 GRPs 70 GRPs
70 GRPs75 GRPs 75 GRPs 75 GRPs
70 GRPs75 GRPs 75 GRPs 75 GRPs
0 GRPs70 GRPs 70 GRPs 70 GRPs
0 GRPs70 GRPs 70 GRPs 70 GRPs
0 GRPs70 GRPs 70 GRPs 70 GRPs
60 GRPs 60 GRPs
70 GRPs 70 GRPs
70 GRPs 70 GRPs
70 GRPs 70 GRPs
0 GRPs 0 GRPs
0 GRPs 0 GRPs
0 GRPs 0 GRPs
TRADITIONAL
50 show 50 show 50 show50 show 50 show 50 show
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
25. 25
Budget
National
Spot
20.1 x 75,000,000 = 1.5 billion
26.41 x 75,000,000 = 1.98 billion
93.0
88.0
69.0
64.8
50.0
43.2
3+
3+
5+
5+
28.4
22.8
2640
2010
Reach
Reach
Frequency
Frequency
GRPs
GRPs
Promos
Partnerships
Digital
Traditional
Production
Contingency
Traditional
National
Net TV-Daytime: $7,010,280.00
Net TV-L Nite/News: $7,342,200.00
Net Cable-L Fringe $3,550,260.00
Net Radio-Morning Drive $1,373,730.00
Net Radio-Evening Drive $1,070,535.00
Total $20,347,005.00
Spot
Spot TV-L Fringe/News $1,980,720.00
Spot Cable $1,546,650.00
Spot Radio-Morning Drive $785,190.00
Outdoor $5,171,472.00
Total $9,484,032.00
Non-Traditional
Digital $12,500,000.00
Partnerships/Promotions $4,500,000.00
Creative Production $500,000.00
Total $17,500,000.00
Contingency $2,500,000.00
Campaign Total $49,831,037.00
Market Spend Breakdown
Spot Cumulative
National Cumulative
Impressions
26. 26
ROI
Media Objectives
The campaign media objectives outside the Heartland revolve around building exposure through
maximizing reach and discoverability. The campaign media objectives inside the Heartland revolve
around building impact through increasing initial engagement.
Tracking KPIs
Snapple can track the progress of the campaign the Unaided Awareness key performance indicator.
This can be measured by surveys completed before, during, and after the campaign. The diagnostic
metrics for tracking will include video views, impressions, and reach outside the Heartland and brand
search queries, click through rate, and # of visitors to content in the Heartland.
Hashtag Tracking, Engagement and Coupon Redemption
Benchmarking/Measurement
The Heartland is home to 16.87MM Millennials. We calculated that Snapple ships approximately 4.83
MM cases (291,000 16oz bottles) to the Northeast per year. On average, these 36.2MM purchase 9
bottles a year; roughly equaling 2% of millennials. By engaging current heavier and light users in the
Heartland, Snapple can achieve their goal of increasing purchase frequency from 9x to 10x per year.
Outside the Heartland is home to 58.13MM Millennials. We predict that Snapple ships approximate-
ly 30.17MM cases (1.653MM 16 oz bottles) to the rest of the country per year. In order to grow
purchase frequency from 1x to 3x per year, if Snapple only reaches less than .7% of their current
consumer base, they can achieve this by selling a total of 4.959MM bottles. For a perspective, there
are roughly 1.9MM millennials in Chicago and Los Angeles alone. If they drank at least 3 bottles per
year, Snapple would reach its goal.
ROI 3:1
This ROI ratio, in conjunction with these calculations, indicates that Snapple can meet and exceed
their goal by simply reaching a percentage of millennials.
