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NSAC 2016 Team 379 Snapple Plansbook

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NSAC 2016 Team 379 Snapple Plansbook

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For the 2016 National Student Advertising Competition, Team 379 came up with this plans book to advertise for the Snapple brand.

For the 2016 National Student Advertising Competition, Team 379 came up with this plans book to advertise for the Snapple brand.

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NSAC 2016 Team 379 Snapple Plansbook

  1. 1. 1 Agency Competition Number: 379
  2. 2. Research: Welcome... 3 The Challenge... 4 SWOT... 5 Sizing Up The Competition... 6 Consumer Insights... 7 Target Market... 8 Table of Contents Media and Evaluation: Media Strategy...22 Media Calendar.... 23 Media Usage... 24 Evaluation... 25 Conclusion and Sources... 26 Creative Tactics: The Game Plan... 9 Traditional Billboards... 10 Television... 11 Digital Hulu... 12 Socially Sweet... 13 YouTube Pre-Roll... 14 What's the "Buzz"About?... 15 Sweetify with Spotify... 16 Experiential "Sweet Six"... 17 "Snap on Tap"... 18 Live Nation Partnership... 19 Postmates Partnership... 20 Best Stuff for the Earth... 21 2
  3. 3. 3 Snapple is part of a changing Liquid Refreshment Beverage (LRB) market, an industry that's shaped by the way a brand is perceived by its consumers. Snapple’s strong brand personality is a competitive strategy by keeping our Heartland users close and enticing the Non-Heartlanders to reach out and seize a Snapple. Our extensive research created a strong foundation for a multi-platform campaign that incorporates traditional, digital and experiential tactics. Our creative strategies and executions reach out to each of our target markets and creates an emotional connection with all them. This connection will allow us to reach our objectives of increasing brand awareness and volume in the United States. Our campaign emphasizes the little, sweet moments throughout every stage of life. Our creative executions invite consumers to celebrate these moments, and to Celebrate Sweet. Welcome 3
  4. 4. The Challenge Some people like teas, some like juices. Some just like Snapple. Snapple breaks the mold. It’s the drink for adventurers, go-getters, and those moving against the curve. Where other drinks choose consistency, Snapple chooses experimentation. It’s the taste-savvy best friend that you wish you had. Many people have figured this out... NYC and the rest of the Heartland boast a high number of Snapple enthusiasts. Snapple needs to set its sights on the rest of the country. This is where we come in. Snapple is facing a few challenges from a growing competitive set and a national movement towards healthier drinking habits. Don’t sweat it, though. We’ve got a game plan to guarantee sweet success for Snapple. Snapple’s recent efforts have targeted the Heartland as a tribute to loyal consumers. Sure, Snapple’s roots are in New York. They deserve a shout-out. But, Snapple has evolved into a drink to suit everyone’s sweet needs. After all, that’s what Snapple consumers love: sweet refreshment, sweet taste, and sweet experiences. So why not capitalize on that? Snapple can position itself as the perfect pairing for the perfect moment in the Heartland and beyond. Snapple has a loyal following. Let’s grow it. Communication Objectives: Increase brand relevance in the Heartland by 20% Increase amount of Non-Heartland consumers with Snapple is their consideration set by 15% Campaign Objective: Increase Snapple volume by 20% in the United States 4
  5. 5. 5 Strengths Weaknesses Threats Opportunities · Brand personality · Iconic consumption experience · Fourth largest brand in juice and tea drink markets · Snapple contributes to almost 10% of overall LRB growth · Price dissuades purchase frequency · Recent campaigns were unbalanced only targeting the Heartland · Lower in consideration sets: 50% in Heartland, 15% in Non-Heartland · Health conscious trends · Growing competitive set in LRB landscape · Cheaper alternatives · Legislation requiring warning labels on sugary drinks · High brand awareness, especially in Non-Heartland (90%) · Sales up 7.8% in 2015 across tea and juice categories · Potential to position Snapple as the drink for sweet moments 5
  6. 6. Sizing Up the Competition Taste Buds Don't Lie, But Money Makes The Ultimate Decision In our focus groups, we had participants taste test Snapple along with competing brands. We found that consumers’ tastes buds were spot on - they were able to distinguish the higher quality teas from the lower quality teas. Most preferred the higher quality teas because they tasted better. However, when asked about price, many said they would forego a better tasting tea for a lower cost option. Key Insight A strong brand personality and superior taste are differentiators that Snapple owns. Serious, health conscious tone Quirky tone High quality Low quality There are three major groupings of brands in the tea category: - Cheap and low quality like Arizona and Brisk - Health conscious like Honest Tea, Pure Leaf and Golden Peak - Middle of the pack like Lipton and Nestea Snapple owns a sweet spot all by itself - high quality tea with a playful quirky tone. 6
  7. 7. 7 Consumer insights 289 survey responses 4 focus groups 88 hours spent on secondary research 167 1-on-1 interviews “Only drink water” “I wasn’t raised to drink it” “Too expensive” “Too much sugar” The Bad... And The Summary... There are two types of people in this world: people who drink Snapple and people who don’t. We didn’t find many inbetween-ers. The Snapple drinkers are our die hard users from the Heartland. They were raised on and continue to drink Snapple. These consumers were most familiar with “the process” - hitting the bottom of the bottle, popping the cap and gulping the beverage while reading the fact. These users don’t just drink Snapple, but the biggest fans will also find ways to reuse the bottle through art. These are the Snapple users we have and want to maintain. Non-Heartland consumers who don’t drink Snapple have several reasons. The most common was thinking the beverage was too sweet, unhealthy or expensive. After analysis, we know that some of these consumers won’t be persuaded to drink Snapple, but we also discovered that some can be. We need to get Snapple in the hands of these consumers with experiential tactics. The Good... “The fun facts on the cap and the overall taste” “Diet options, flavors, fun vibrant branding” “It tastes real not artificial” “Awesome packaging and snapple facts "It's refreshing" "Too much caffeine" 7 Listen up. We know our stuff.
  8. 8. Target Market Fresh and Sweet (18-25) is a multicultural college student or recent grad who is excited for a new beginning. These consumers “ball on a budget.” They celebrate the little things in life - like their first paycheck, reaching 45 Likes on Instagram or drinking a Snapple that hits the spot. - Social media savvy - Reads Buzzfeed and Mashable - Shops at Target How Sweet It Is… (25-34) is an ethnically diverse group of individuals in the middle of their careers that are becoming comfortable with the real world. These conumers are in the fast lane and want to keep climbing the corporate ladder. - Social media fluent - Reads online newspapers and magazines - Shops at Best Buy, Express and Victoria’s Secret Home Sweet Home (34-45)is the consumer that had fun in their twenties, but is now focused on the sweetness of family. They are like the modern family of “Modern Family” - diverse and inclusive. They are excited to settle down and enter their second act. - Avid Facebook user, loves sharing photos of children and pets - Shops at Costco - Downloads music - Reads Wired.com - Watches the Amazing Race 8 One Sweet Spot? How About Three?
  9. 9. 9 The Game Plan When did ‘"sweet" become a bad thing? It didn’t. So let’s stop fighting the sweet and seize it. Creative Concept: For many consumers, something was stopping them from choosing Snapple. Some consumers thought the drink was too sweet, other said it's too expensive. The Celebrate Sweet Campaign will overcome this obstacle and #SeizeTheSweet. This will be represented visually in our media with a Seizer. A Seizer is one of those little "grabber things" you had as a kid to play with. Or when you were little, your parents might've used them to unscrew a light bulb or grab something out of reach. The Seizer portrays that Snapple as always within reach, in-demand and will help you grasp those sweet moments in your life. After completing this research, we found ourselves asking one question: 9
  10. 10. Billboards Research Says... these billboards will get a total of 286 million impressions¹ Billboards are a traditional tactic, but when creatively executed can get loads of buzz. Our billboards will be spread across the United States. There will be 10 executions - each with a different Seizer that will #SeizeTheSweet. 10 Beware of the Snapple "Seizers"...
  11. 11. 11 Television Our Survey Says... that 57% of people watch TV Each of our television advertisements will have a different character #SeizeTheSweet. 11
  12. 12. Hulu Our Survey Says... that 64% of people use streaming sites Research Says... 82% of Hulu subscribers are 18-49 and the median viewer age is 33², hitting our sweet spot Consumers need a little extra sweetness in their life. We will have traditional commercials on Hulu similar to our television execution, but we also want to seize the advertisement and pull it away. Users will randomly get a commercial free show sponsored by Snapple . 12
  13. 13. 13 Socially Sweet Our Survey Says... that 93% of people are on Facebook Facebook will inform consumers about Snapple, like delivering the product news and photos of experiential tactics. See the sweet. Speak the sweet. Share the sweet. Twitter will use real time marketing and engage the consumers in conversation. Instagram will serve as a visual platform to engage users featuring Snapple with the target markets. Research Says... the average social media user is active on 3.5 social networks, including Facebook, Twitter and Instagram³ 13
  14. 14. YouTube Pre-Roll Similar to our television advertisement, our YouTube pre- roll features another character that will #SeizeTheSweet. Research Says... for the past three years, partner revenue increases by 50% annually4 14
  15. 15. 15 What’s All The Buzz About? Research Says... that Buzzfeed has: 200+ million monthly unique visitors 1+ billion monthly video views 19 million YouTube subscribers5 Buzzfeed appeals to 18 to 34 year olds… that is our target market almost to a tea. We will use Buzzfeed's custom social posts, videos, promotion and story units, and social discoveries. Most importantly, we will use Buzzfeed's DIY section to show consumers how to #SeizeTheSweet every day. The Possibilities are Endless 11 of the Sweetest Sleeping *insert cute animal* Photos You’ve Ever Seen The 15 Sweetest Moment in Your Day 19 Ways to use a Snapple Bottle After You Drink It Buzzfeed Does... Snapple Fact Charades 15 guaran-tea-ed
  16. 16. Sweetify with Spotify Music is a powerful tool. It sets the mood, triggers memories and gets you through the sweet and sour times of your life. Partnering with Spotify will allow consumers to #SeizeTheSweet through the power of music. Snapple will connect with them in three ways: 1. Gifting a free day of premium services 2. Sponsored playlists that let users listen Snapple inspired songs 3. Traditional Spotify visual advertisements like home page takeovers, billboards, interstitials and leader boards Research Says... that brand advocacy for Spotify partners is twice as high, which means their listeners are committed to the brands that they support6 16
  17. 17. 17 Sweet Six is an in-store method for consumers to create their own Snapple six-pack in grocery stores. Consumers will be able to #SeizeTheSweet by mixing and matching their favorite flavors. Before After Our Primary Research Says... that this is not the way Snapple should look. We took the opportunity to engage with consumers at the point of purchase. Sweet six 17 3 Peach Teas, 1 Kiwi Strawberry and 2 Fruit
  18. 18. Snap on tap It's time to #SeizeTheSweet with the Snap on Tap. The Snap on Tap trucks will travel around the U.S. in a 73 city tour and give away free Snapple during the summer of 2017. The trucks will have 10 different flavors of Snapple, each with its own unique handle. Consumers can walk up to the truck, grab a branded, reusable baggy and fill it up with whatever flavor (or flavors) they want. There will be six Snap on Tap trucks. The trucks will visit beaches, colleges, parks and other heavily populated locations. Research Says... when millennials were asked what promotional item they liked best, the most common response was reusable water bottles7 18
  19. 19. 19 One Love. One Beverage. Snapple is partnering with Live Nation to help consumers #SeizeTheSweet at their favorite concerts. We will attend 4 concerts per year at 12 venues - that's 48 concerts total - in the Heartland and Non-Heartland. We will also sponsor a Live Nation music festival at the end of the year. Outside the Venue Consumers will make memories outside of the venues by playing the Snapple Seizer Game. Consumers are blindfolded, given a Seizer and placed in front of a bin full of sweet swag. They have three chances to seize an item. The Snap on Tap truck will also visit the venue before and after the concert. Inside the Venue Brand ambassadors will walk around shows with a foam fist holding Snapple bottles. Random concert go-ers will be handed the signature 16 oz. Snapple glass. The ambassadors will also hand out cards, encouraging people to text- in for a chance to win upgraded seats. Research Says... - 88% of shoppers say that they enjoy an experiential interaction with a product away from a store - 7 out of 10 shoppers say they’ll share a brand experience through social media and other means of sharing8 19
  20. 20. postmates partnership Postmates is revolutionizing on-demand delivery by directly connecting customers to local couriers for everyday needs. On the first day of spring, Postmates will announce that the first 200 deliveries in 40 major U.S cities will receive a free Snapple during their lunchtime order on the Postmates app. During that day, Postmate couriers will ride in style with branded Snapple bikes. Each courier will report to a branded checkpoint, set up in a high-traffic area, to pick up the Snapple and include it in the order for free. After the campaign, Snapple will donate the bikes to Boys and Girls Clubs in each city. Postmates’ peak usage is during lunch hour - when America’s working class needs the time to refuel. The partnership will remind consumers to #SeizeTheSweet during that lunch break, even if just for an hour. Our Focus Group Says... Snapple is known as one of the best drinks with lunch. A focus group participant said, "When I think of Snapple, I just think of pairing it with a deli sandwich or bagel" 20
  21. 21. 21 Best Stuff for the Earth Materials for the Arts (MFTA) is a reuse center in New York City. The organization provides a way for companies and individuals to donate unneeded supplies to thousands of nonprofit art programs and schools. Snapple and MFTA will create a partnership that encourages Snapple users to upcycle their signature 16 oz. Snapple glass bottles by doing DIY projects. The platform for the partnership will be a microsite. Consumers can view submissions on the microsite, and DIY lovers can submit their own projects. This will not only promote content, but it will encourage viewers and content creators not only to drink Snapple and #SeizeTheSweet, but to also #RepeatTheSweet. Check out the microsite here: http://www.RepeatTheSweet.com Research Says... 90% of U.S. consumers say they would switch brands to one associated with a cause, given comparable price and quality9 21
  22. 22. Media Strategy Traditional The billboard and television advertisements are the foundation of the campaign. These media will be active year round and serve as a constant reminder that Snapple is the perfect drink for your sweetest moments. Digital The digital platforms will allow Snapple to engage in a two-way conversation with thr consumers. This will help consumers understand Snapple’s brand voice and reputation. Experiential Snapple can bring sweet moments to consumer's lives by interacting with them all across the nation. Snapple is more than a drink - it is a lifestyle brand. Awareness Engagement Interactive 22
  23. 23. 23 12 Months of Sweet 23 The 12 Months of Sweet is our plan for where our media will be placed throughout 2017.
  24. 24. media usage Why TV... We spent a lot on television... that's $15,157,996. Our strategy was to target our target markets by making big media buys. Note: We did not include the Evaluation cost or Agency Fee in the pie chart 24
  25. 25. 25 It Only Gets Sweeter From Here... We will evaluate our objectives at the beginning, halfway point and end of 2017. 1. We will reach our communication objectives by measuring brand awareness online - Measure followers and conversation on all online platforms - Track use of #SeizeTheSweet and #RepeatTheSweet - Track page views and engagement on Buzzfeed - Measure number of followers and impressions on the Spotify playlist - Track page views and number of DIY submissions on www.RepeatTheSweet.com By tracking the brand awareness online, we can determine if Snapple’s: - Brand relevance increased in the Heartland - The amount of Non-Heartland users with Snapple in their consideration set increased 2. We will reach our campaign objective by measuring sales - Track post-event sales at LiveNation, Postmates and Snap on Tap locations - Track how many people use the Sweet Six By tracking sales, we can determine if Snapple volume sold increased 25
  26. 26. Sweet Is Worth Celebrating Footnotes: 1 Lamar outdoor national rate card 2 Hulu: Align your brand premium content. (2015, April 27). Ad Week. Retrieved from http://www.adweek.com/sa-article/hulu-align-your-brand-premium-content-164277 3 Statistics. (2005, May). Youtube Press Statistics. Retrieved from https://www.youtube. com/yt/press/statistics.html 4 Sass, Eric. (2016, March 10). Web users spend 109 minutes per day on social media. Media Post. Retrieved from http://www.mediapost.com/publications/article/270962/web-users- spend-109-minutes-per-day-on-social-medi.html 5 Custom content worth sharing. (2016). Buzzfeed. Retrieved from http://www.buzzfeed.com/advertise 6 What’s on Spotify (2016). Spotify. Retrieved from http://www.spotify.com 7 Cummings, Carrie. (2016, March 6). What millennials want to see and take home from branded events. Ad Week. Retrieved from http://www.adweek.com/news/advertising-branding/infographic-what-millennials- want-see-and-take-home-branded-events-169996 8 New report shows importance of experiential and engagement marketing. (2014, January 29). PR Newswire. Retrieved from http://www.prnewswire.com/news-releases/new-report-shows-importance-of- experiential-and-engagement-marketing-242572801.html 9 What every marketer should know. (2010). Cause Marketing Forum. Retrieved from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/ Statistics_Every_Cause Marketer_Should_Know.htm Photos: All logos photos were retieved from the respective companies. 100% custom tank top. (2016). Logo Sportswear. [Photo]. Retrieved from http://www.logosoftwear.com/product/36914/100-percent-cotton-tank-top 1PC brand new office drink plastic cup coffee holder clip desk table candy colors. (2016). Ali Express. [Photo]. Retrieved from http://www.aliexpress.com/item/1PC-Brand-New-Home-Office-Drink- Plastic-Cup-Coffee-Holder-Clip-Desk-Table-Candy-Colors/32284599880. html?spm=2114.40010308.4.42.2xBZdh The Celebrate Sweet campaign will increase brand awareness and volume sold in the Heartland and Non- Heartland. We are confident in our proposal because of our decision process. All of our decisions are supported our primary and secondary research. The research serves as framework that substantiates our creative tactics and media decisions. The traditional media will create a concrete foundation, while the digital campaign will interact with consumers. To round out our campaign, the experiential tactics will help solidify Snapple as a lifestyle brand. So let's all #SeizeTheSweet. Thank you. Collapsible water bottles personalized with your custom logo. (2016). Discount Mugs. [Photo]. Retrieved from http://www.discountmugs.com/ Hand sanitizer in silicon holder. (2016). Quality Logo Products. [Photo]. Retrieved from https://www.qualitylogoproducts.com/tradeshow-promotions/hand-sanitizer-silicon- holder.htm?ribbonName=reduced-setup Powerbank Emergency Custom Charger. (2016). EPromos. [Photo]. Retrieved from http://www.epromos.com/product/10004920/power-bank-emergency-custom-charger. html Republic bike. (2016). Republic Bikes. [Photo]. Retrieved from http://www.RepublicBike.com/ Snapple. (2016) Snapple. [Photo]. Retrieved from http://www.Snapple.com/ Other: 2016 Snapple Case Study. (2016). NSAC. Alpert, Lukas. Buzzfeed nails the ‘listicle’: what happens next? (2015) Wall Street Journal. Retrieved from http://www.wsj.com/articles/buzzfeed-nails-the-listicle-what-happens-next-1422556723 Heine, Christopher. (2015) What twitter’s new ‘moments’ feature means to viewers, media companies and brands. Ad Week. Retrieved from http://www.adweek.com/news/technology/what-twitters-new-moments-feature- means-viewers-media-players-and-brands-167389 Marshall, Jack. (2013) What online ads cost. Digday. http://digiday.com/publishers/what-online-ads-really-cost/ PRIZM Market Segments. (2016). Nielsen. Retrieved from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=70 Prosser, Marc. (2013). How much does facebook advertising cost? Fit Small Business. Retrieved from http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/ What it costs: ad prices from TV’s biggest buys to the smallest screens. (2015). Ad Age. http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/ Snapple Logo Font Credit: Elling Lien 26

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