The document outlines research conducted to understand Snapple's target audience of Everyday Optimists and how drinking a Snapple provides a similar moment of delight as other small pleasures in life, such as finding a matching sock or catching a piece of candy in your mouth. The research found that Snapple's product attributes like the glass bottle, variety of flavors, and satisfying "pop" of the cap create a uniquely satisfying consumption experience compared to competitors. By leveraging these strengths and positioning Snapple as a source of daily "little moments," the campaign can increase brand relevance and drive growth.

1. Research 2
that’s the
STUFF!
Agency
421

2. Research 3Introduction 1
Research
Creative Manifesto
Campaign Strategy
Creative
Creative Evaluation
Media
Campaign Evaluation
The Pitch
2
8
9
11
22
23
25
26
Grow Snapple trademark volume
in the U.S by 7%
Grow heavy user buying rate from
9x to 10x per year by growing
brand relevance from 50% to 75%
Grow light user buying rate from
1x to 3x per year by increasing
top of mind brand awareness from
15% to 30%
Executive Summary
Snapple, That's the Stuff!
Waking up and realizing you can go back to sleep before your alarm... That's the Stuff! Getting to the
buffet line as your favorite food is replenished... That's the Stuff! Flipping to a TV channel just as your
favorite show comes back on... That's the Stuff! These little moments add a bright spot to everyone's day.
Snapple's target, Everyday Optimists, notice and appreciate these moments, and they love Snapple for the
same reason – it adds a little moment of delight to their days.
Recently, however, some Everyday Optimists have forgotten about Snapple's Best Stuff. They don't believe
Snapple's "All Natural" claim, and as a result, the "Made From the Best Stuff on Earth" tagline is a source of
skepticism. Additionally, Snapple's "Born in New York, Made for Everyone" campaign doesn't resonate with
Everyday Optimists outside of the Heartland, and even native New Yorkers see it as a misguided use of
Snapple's heritage.
The That's the Stuff campaign will remind Everyday Optimists what truly makes
Snapple the best: the little things. From the pop of the cap, to the quirky Real
Facts, to the wide selection of fruity flavors, the experience of drinking a
Snapple is a little moment of delight that competitors can't recreate.
Heartlanders know what makes Snapple unique, but they need a reminder.
Non-Heartlanders, who are less engaged with the brand, need more
encouragement to choose this delightful drink experience. To appeal to
all Everyday Optimists, the That's the Stuff campaign compares the
little moment of drinking a Snapple to an everyday little moment, like
finding a match for every sock after doing laundry. In the Non-Heartland,
executions will raise awareness of the Snapply experience and drive
Everyday Optimists to feel it for themselves. In the Heartland, executions
will further encourage purchase by leveraging the product equities that
consumers know and love. The campaign will also redefine Snapple's
tagline "Made From the Best Stuff on Earth," giving it a new meaning that
is relevant and more credible.
By the end of the campaign, trademark volume will rise by 7% as Everyday
Optimists across the nation experience the Stuff that makes
Snapple "The Best Stuff on Earth." They'll grab a
Snapple, pop it open, and add a little moment of
delight to their days. That's the Stuff!
Table of Contents
The Objectives

3. Research 2Research 2
Research Methodology
Agency 421 spent 8 months conducting extensive research to understand why loyal Snapple drinkers love the brand, and to identify Snapple's weaknesses
in the Non-Heartland. The team explored brand and consumer insights, provided support for the creative direction, and tested creative executions. Various
research methods were used to answer the following three questions:
What is Snapple's problem?
2
5,042 RESEARCH IMPRESSIONS
Why do loyal Snapple drinkers love Snapple? How can Snapple differentiate itself?
• Why is Snapple number four in volume sales
in the ready-to-drink tea and juice category?
• Why do Snapple sales in the Non-Heartland
trail those in the Heartland?
• Who is the loyal Snapple drinker?
• What do they love about the brand?
• How does the brand fit into their daily lives?
Research Findings
1 3
• What sets Snapple apart from the
competition?
• What can Snapple own in the category?
Research Findings Research Findings
• Snapple lacks brand relevance
• Consumers are skeptical of the "Best Stuff
on Earth" tagline and "All Natural" claim
• There is a significant lack of flavor
availability in the Non-Heartland
• Snapple's product equities combine to
create a delightful drinking experience in
the RTD tea and juice category
• The Snapple experience resonates with the
Everyday Optimist
• Snapple can't compete on health and all-
natural claims
• Snapple can own the satisfying
consumption experience that adds a little
moment of joy to consumers' days
15FOCUS
GROUPS
11TASTE
TESTS
39AD CONCEPT
TEST SUBJECTS
97FREE
ASSOCIATION
TESTS
10CONSUMER
DIARIES
3,397SURVEY
RESPONDENTS
4301-ON-1
INTERVIEWS
338SECONDARY
RESOURCES
16FACEREADER
SUBJECTS
150SOCIAL MEDIA
RESPONDENTS
3SOCIAL
EXPERIMENTS
24HOURS OF
IN-STORE
OBSERVATION
3iRESEARCH
FOCUS GROUPS
100DIALSMITH
AD TESTING
SUBJECTS

4. Research 3
Snapple’s Problems To better understand why sales in the Heartland (HL) far exceed those in the Non-Heartland (NHL),
research was conducted to uncover barriers to purchase among Snapple's light users.
SUPPORTFINDINGS TAKEAWAYS
Chose Snapple in a blind
taste test
Of HL consumers have
purchased Snapple in the
past 3 months
Of NHL consumers have
purchased Snapple in the
past 3 months
Don't perceive the
"All Natural" claims to be
credible
"When I buy tea, I don't buy
Snapple, but it was actually my
favorite." - Drew, 21, PA
"My perception is that it's old–
it's got some dust. Snapple used
to have more of a personality
and it's kind of faded."
- Josh, 44, VA
"Snapple seems less healthy,
even if competitors have a lot of
sugar too." - Jack, 19, MA
"To me it just seems like fluff."
- Marcelo, 22, TX
Consumers prefer Snapple
in a blind taste test.
Snapple is a forgotten
beverage. It seems
outdated to consumers...
AND
Due to perceptions of
Snapple as a "sugary"
drink, the "all-natural"
messaging is causing
skepticism.
The "Made from the Best
Stuff on Earth" tagline
has high salience, but
low credibility.
It's not a product problem;
it's a perception problem.
Snapple should shift focus
away from claims of all-
natural ingredients.
Snapple has an opportunity
to give new meaning to the
salient "Made from the Best
Stuff on Earth" tagline.
It is critical to refresh
Snapple in a way that is
relevant to consumers and
authentic to the brand.
Takeaway:
Snapple's teas and juices are well-liked, but the brand's current position and messaging is
causing skepticism. By shifting focus away from ingredients and redefining the "Made from the
Best Stuff on Earth" tagline, the That's the Stuff campaign can breathe fresh life into the brand.
64%
75%
64%
Recognize the tagline
Do not believe it
45% Chose Snapple in a branded
taste test
42%
Brand favorability after
seeing the "Born in NY,
Made for Everyone" spot
"For someone to say "We're New
Yorkers, we're going to show you
what [Snapple] is all about," as
an Iowan, I am offended."
- Lauren, 27, IA
...the current focus on
Snapple's New York roots
is not helping. 13%
23%
"Natural ingredients, I'm not sure
I trust it." - Ben, 34, NY
"This is a trick to make me think
that it's healthy or not so bad for
me." - Dave, 32, GA
63%

5. Research 4
Everyday Optimists are not health nuts, but they appreciate the
little things in life – like Snapple. They smirk to themselves when the
universe throws them a small victory or a happy coincidence. For
them, the glass of Diet Trop-a-Rocka tea is always half full.
Who Are the Everyday Optimists?
TOTAL TARGET:
100.7 M
Jayden - Young Profesional
Gets up on the right side of the bed,
drool-free AND without bed head. It's
a wonderful day from the start.
Off to class, and she's delighted that
there's an open seat next to her
longtime crush. The stars aligned!
Arrives home to find that Amazon
delivered her adult coloring books.
She does a happy dance before sitting
down to get creative.
Books flight for Spring Break in Austin
and snags the last aisle seat. Carrie
smiles at the thought of seeing Icona
Pop at South by Southwest.
9AM Snags the last everything bagel
at the deli, and the cream cheese
spreads perfectly. He smiles
because breakfast just went his way.
Arrives at the office, and the
elevator goes straight to his floor
with no stops. He smirks to himself
as he steps through the doors.
After a long presentation, he gets a
high-five from the boss – complete
with a perfectly satisfying clap
sound.
Preps materials for client, and there's
no line at the copy machine. Throws
up a silent fist pump.
Drives kids to school and squashes a
fight between her kids with a perfect
Spongebob reference from behind the
wheel. That's a win for Marissa!
Goes grocery shopping and a new
check-out lane opens up just in time.
She has a pep in her step as she glides
out to the car.
Rocks her 2-year-old to sleep and
tucks him in without waking him up.
She smiles and silently accepts the
Best Mom in the World Award.
Heads to bed with the new Tina Fey
novel, and doesn't have to set an
alarm for Saturday. That's bliss.
Takeaway:
Across geographies, life stages, gender identities, and races,
Everyday Optimists find the fun in their days in different
ways. The little moments in life happen to everyone, but
Everyday Optimists are the ones who notice them. Snapple
can appeal to this mindset.
Carrie - Student
with only 34.2M
currently drinking Snapple
Age: 18-24
Size: 21.5M
Age: 25-34
Size: 32.5M
Age: 35-49
Size: 46.6M
10AM
1PM
6PM
7AM
8AM
1PM
3PM
8AM
5PM
7PM
11PM
Marissa - Parent

6. Research 5
What Sets Snapple Apart?
To create a campaign that resonates with Everyday Optimists and
leverages Snapple's strengths, research was conducted to determine
why Snapple enthusiasts love the brand and what sets it apart from the
competition.
When asked what they liked
about the brand, consumers
repeatedly mentioned the
equities unique to Snapple in
unaided recall.
"The cap is the first thing I think
about with Snapple because
it's unique. Tropicana just
doesn't have that pop!"
- Claudia, 33, NY
Brand Opportunity:
Snapple's product equities, including the glass bottle, the variety of
flavors, and the "pop" of the cap, join together to create a delightfully
satisfying beverage experience that other brands can't offer.
GLASS BOTTLE: VARIETY OF FLAVORS:
People are looking for variations,
and Snapple has so many
flavors with tea and juice.
- Kyle, 21, NY
When I think of Snapple, I
think about the sound when
you open the bottle.
- Siobhan, 29, VA
“
"
I like the glass bottle. It
feels more significant. I'll
keep it with me all day.
- Sasha, 18, VA
"Snapple's abundance of
flavors helps me switch
up my day. I feel like Brisk
doesn't do that."
- Chris, 46, VA
79% 66% 60%
"I like the glass bottle better
than the Arizona can. I like
the fun fact – the little pop
sound. It's special."
- Kaley, 21, CO
Everyday Optimists noted
how Snapple equities
create an inherently
different experience
than competitors.
“
"
“
"
"POP" OF THE CAP:

7. Research 6
Snapple is a Little Moment
Hypothesis:
Snapple is a bright spot in the target's day that creates a little moment of happiness.
Drinking a Snapple evokes the same feeling as other little moments, such as popping
bubble wrap, or catching a candy in your mouth on the first try.
Research concluded that the experience of drinking a Snapple is delightfully
different from the competition. But what about this difference was so important to
consumers? Could unique product attributes be leveraged to create an emotional
bond between consumers and the Snapple brand?
Agency 421 explored this emotional connection with
the brand by identifying other little moments in
people's days and determining whether they evoked
a similar feeling to opening and drinking a Snapple.
"Little things, like having a particular flavor out of a large variety, provide a
feeling of satisfaction. Also, the feeling of a popping cap is another little
moment." - Daniel, 22, VA
In-Person Focus Groups
Snapple is a
bright spot
in Everyday
Optimists'
days
iResearch Focus Groups
"Snapple has a huge variety of flavors, so if you are really craving a certain
taste, it could make it a memorable moment for that day."
- Stephen, 19, NJ
Store Intercepts
"I treat myself with a Snapple when the day is already going well. It's like
'you know what would make this day even better?' And not like with the big
things." - Emily, 20, VA
"Snapple is refreshing and makes you feel good like one of those moments
in your day." -John, 21, NY
1-on-1 Interviews
Is drinking a Snapple equal to that "woohoo!" feeling
of hitting all the green lights, finding a forgotten
$5 bill in a coat pocket, or stopping the gas pump
on a full dollar? Could we scientifically prove that
Snapple provides the same delight as these little
moments?
"Snapple tastes the best to me when the consumption is spontaneous... It's
most satisfying when it's out of the ordinary and exciting – a treat."
- Lauren, 23, FL
Consumer Diaries
Consumer Insight

8. Research 7
Only Snapple Can Own Little Moments
To prove that people react to Snapple in the same way
they react to the little moments in life, Agency 421
designed a Noldus FaceReader experiment.
Aha! Moment:
People respond with delight to the little moments in life. Opening a Snapple bottle
elicits a similarly positive response that competitors can't replicate. Only Snapple
can own these little moments.
In the experiment, participants were presented with several examples of everyday little moments, like winning a game of rock-
paper-scissors or catching a small candy in their mouths. The Noldus FaceReader program recorded, analyzed, and coded their
facial expressions. The process was repeated when participants were asked to open a Snapple bottle as well as the containers
of other RTD tea competitors. Subjects had similarly happy facial reactions to the Snapple equities as they did to the little
moments, proving our hypothesis.
Maddie opens
a Snapple, and
her expression
is coded as
very happy.
Sarah pops
open a Snapple
and smiles. Her
expression is
coded as happy.
Maddie reads a
description of
hitting all the
green lights, and
her expression
is coded as very
happy. Other
participants
reacted similarly
to other little
moments.
Sarah opens an
Arizona can.
Her expression is
coded as neutral
and sad. Other
participants'
reacted similarly
to additional
competitors.

9. Creative Strategy 8
URL: videos.snapplethatsthestuff.com
Password: 421
Content: See Creative Manifesto video 8Creative Manifesto
that’s the
STUFF!
the STUFF
noun 1. (U.S., slang) 2016; derived from "Made from the Best Stuff on Earth";
a chance occurence in one's day that causes instantaneous delight and/
or satisfaction, like getting snail mail from a friend or opening a Snapple.
Reactions to the Stuff include fist pumps, side smirks, happy dances, and
pep in one's step.
You know that feeling of satisfaction when you make it to the couch right when the commercials end, or the happy dance you do when you find
a five dollar bill in your coat pocket? Everyone knows this feeling, but describing it can be tricky. Now, Snapple gives you the words to describe
this feeling: That's the Stuff! Everyday Optimists pause to appreciate how positively delightful these moments are, no matter how small or
fleeting. Snapple consumers feel this same pop of delight each time they drink a Snapple. They peruse a sea of colors in the drink aisle to find
their favorite flavor, hold the frosty glass bottle, pop the cap, read the quirky Real Fact, and take that first refreshing sip... That's the Stuff!
Since 1972, "the Best Stuff on Earth" has referred to premium ingredients – but now, this phrase has new meaning. The Best Stuff is the little
moments of satisfaction, the miniature wins, the tiny pops of "yes!" that let you know that the universe just gave you a high-five. When you say,
"That's the Stuff!", you pause to appreciate how positively delightful these little moments are. Snapple's Everyday Optimists see the world in
shades of strawberry pink and kiwi green – they relish the little extra splashes of color and joy in their daily lives. It's time to remind them that
Snapple can be another That's The Stuff moment in their day.
With activations as colorful as Snapple's large variety of flavors, and executions as quirky as the brand itself, the That's the Stuff campaign
will finally give these little bright spots the attention they deserve. When Everyday Optimists experience these moments, Snapple will be top of
mind. More importantly, the campaign will show consumers that they can create their own That's the Stuff moment by choosing a Snapple and
popping open the Best Stuff.

10. Creative Strategy 9Campaign Strategy
To leverage Snapple's variety of flavors, each execution
features the color palette of a popular Snapple flavor and
its iconic bottle. Design elements of the execution will
work within this palette.
Creative Strategy
1 3
The That's the Stuff campaign reinvigorates the Snapple brand nationwide by:
Raising awareness of That's the
Stuff moments
Presenting Snapple as another little
moment
Redefining the "Best Stuff on Earth" as the Stuff
that makes life great
The campaign will position Snapple as a convenient solution for consumers looking to find more bright spots in their days. It recreates little moments in a
way that leverages the chosen medium, encourage consumers to experience firsthand the feelings evoked by these moments. Executions highlight the
brand equities that comprise the delightful Snapple experience. By branding these moments and the feelings they create as "The Stuff," the campaign helps
Snapple to pivot to a more credible interpretation of "Made from the Best Stuff on Earth" – one that is both authentic and relevant. To provide consistency
throughout the activations, each execution will follow a specific creative formula.
Creative Formula: Anatomy of a Execution
2
The That's the Stuff campaign puts the Snapple experience front and center, equates its feeling with a little
moment, and allows Snapple to own and brand the moments that make life great.
Every execution is branded with the campaign tagline
and logo:
9
*
*The use of color palettes highlights Snapple's unique variety of flavors, while not overpromising the availability of certain
flavors in different regions.
Each execution evokes
that "yes!" feeling by
featuring a relevant and
universal little moment:
• Popping all of the
popcorn kernels
perfectly
• Stopping the gas
pump on a full dollar
• Getting your favorite
parking spot
• Finding a match for
every sock after doing
laundry
Copy will highlight the brand equities that evoke
the That's the Stuff feeling: "With a delightful pop,
quirky cap facts, and fruity flavors, Snapple adds
another That's the Stuff moment to your day." All
executions will include the call to action:
Pop open the Best Stuff with Snapple.
Color swatches highlight the Snapple flavor and its
color palette on each page of the creative section.

11. Creative Strategy 10Media Strategy
Media Strategy
To address different marketing objectives in the Heartland and the Non-Heartland, the That's the Stuff campaign
tailors executions to address Snapple's perception problem and low consideration among light uses while
reminding heavy users why they love Snapple and incentivizing them to buy more.
The That's the Stuff campaign
adapts to address consumers
at different points in the
purchase funnel. The campaign
also features That's the Stuff
moments that best fit in the
chosen five media categories: TRADITIONAL EXPERIENTIALPOINT OF SALE PARTNERSHIPS
Executions will play upon the unique little moments in the top 25 DMAs across the
country. Snapple can build stronger brand affinity in both the Heartland and the
Non-Heartland by showing consumers that it understands its consumers' day-to-
day lives through targeted little moments.
With a singular campaign platform, the That's the Stuff campaign uses a dual
media strategy. Media spend in the Non-Heartland focuses on sampling, point of
sale promotion, experiential, and direct marketing activations to encourage trial,
drive purchase, and develop brand connection. Media spend in the Heartland meets
consumers at the point of purchase to keep the brand consistently top of mind.
Promotional incentives aim to increase purchases.
Targeted Little Moments
Geographic Targeting Demographic Targeting
Chicago: When you turn the
corner and the building blocks
the wind
LA: When your 25 minute
commute actually takes 25
minutes
NYC: When you successfully
weave through a crowded city
block
Dallas: When you walk into an
air-conditioned building and
escape that Texas heat
Age 18-29: When class gets out
15 minutes early
Age 30-49: When there's no
line at the copy machine
Newlywed: When your spouse
separates the dark and light
laundry
Married with Kids: When your
kids go to a birthday party,
and you have a Saturday to
yourself
Although many little moments are universally known, certain
That's the Stuff moments can be adapted to appeal to specific
audiences.
SOCIAL/DIGITAL
Campaign Strategy 10

12. Creative 11
Traditional
Each thirty-second spot features an Everyday Optimist experiencing a That's the Stuff moment. All spots end with a consumer popping open a Snapple and
brand equity shots. Color palettes, reflected in set design and costumes, feature a particular flavor.
Ben is watching TV, only to be interrupted by
a commercial break.
Ben sprints from the couch to complete
a variety of tasks. First, he completes a
painting of a Snapple Lemonade.
Next, he runs to his lab to mix a
complicated scientific concoction.
Finally, he perfectly balances the last card
on a giant card tower. Ben then rushes back
to the couch just as the commercial break is
over.
While sitting down, Ben pops open a Snapple,
takes a sip, and basks in the glorious feeling of
making it back just in time for his favorite TV
show to resume.
Narrator: "Making it back to the couch just as
the commercials end ... That's the Stuff!"
The spot closes by showcasing Snapple's
brand equities.
Narrator: "With a delightful pop, quirky
Real Facts, and fruity flavors, Snapple
adds another That's the Stuff moment to
your day. Pop open the Best Stuff with
Snapple"
Video NATIONAL
URL: videos.snapplethatsthestuff.com
Password: 421
Content: See "Commercial Countdown"

13. Creative 12
Thirty-second radio spots running on popular national stations
tell the stories of That's the Stuff moments and connect them to
Snapple's brand equities. Every spot features the sound of caps
popping and the "Pop open the Best Stuff with Snapple" call-to-
action.
FRONT BACK
More than 90% of Americans age 18-49 have listened to
radio in the past month.
Print ads create That's the Stuff moments for consumers in magazines that have
wide readership in both the Heartland and the Non-Heartland. A tear-off "Buy 1
Snapple, get 1 free!" coupon at the bottom will encourage trial. Personal use of the
bookmark will keep Snapple top of mind long after the magazine is recycled.
Traditional
Print NATIONAL
Radio Spot NATIONAL
MAN: Ugh, this stop-and-go traffic on 49 is always brutal.
We're never gonna make it to... whoa! We've got all green
lights! Hey hey, guess who's getting extra stretch time before
Pilates? THIS GUY.
WOMAN: Honey, calm down. Both hands on the wheel…
NARRATOR: Getting all the green lights on your drive? That's
the Stuff. Want more stuff? With a delightful pop, quirky
Real Facts, and fruity flavors, Snapple adds another That's
the Stuff moment to your day.
Pop open the Best Stuff with Snapple.

14. Creative 13
Point of Sale
Sip Sampler
The Sip Sampler creates a That's The Stuff moment by encouraging
consumers to try different flavors before they commit to purchasing one.
This execution drives trial and flavor exploration in the Non-Heartland by
introducing consumers to Snapple at the point of purchase.
NON-HEARTLAND
The Make Your Own Snapple Six-Pack display
and promotion capitalizes on the growing
beverage trend of custom variety packs.
Featured in Heartland grocery stores, this
display allows Snapple lovers to find new
favorite flavors and a "six for the price of five"
deal accompanies the six-pack promotion to
encourage bulk purchasing. End-cap displays
will feature this promotion early in the peak
summer months, while the Snapple That's the
Stuff six-pack carrying case will be offered on
shelves throughout the summer.
Build Your Own Six-Pack HEARTLAND
Sampled items see a 475% sales lift on the day of a sampling
event.

15. Creative 14
NATIONAL
Point of Sale
Coupon dispensers in national grocery chains will offer
promotional coupons that double as games to keep children
happy as their parents do the shopping. These coupons feature
a free Snapple promotion to drive purchase and will increase
brand affinity for both older and younger consumers.
Coupon Dispensers
Lottery Tickets
Millions of Americans play the lottery because it appeals to their inner optimist. To increase impulse
purchases, a coupon resembling a lottery ticket will be placed at counters in national gas stations and
convenience stores. Consumers will scratch off the ticket to reveal a "Buy One, Get One Free" deal to
use on their next Snapple purchase.
NATIONAL
Shopkick
Snapple will partner with the app Shopkick to send deals to consumers right at the point
of sale. Using Shopkick's beacon technology, Snapple will deliver targeted messages to
Heartland and Non-Heartland consumers when they pass the Snapple shelf, encouraging
trial and purchase in the Non-Heartland and bulk purchasing and flavor exploration in the
Heartland.
Shopkick has over 19 million users that receive deals from stores like Target,
Harris Teeter, CVS, Food Lion, Giant, Costco, and Walmart.
NON-HEARTLANDHEARTLAND
62% of 18-24 year olds enjoy playing non-cash lottery games.

16. Creative 15
Interactive billboards will be placed in the top 20 DMAs across the Heartland
and Non-Heartland to create That's the Stuff moments for pedestrians. Each
execution allows consumers to experience a little moment and includes the call-
to-action, "Pop open the Best Stuff with Snapple." The hashtag #ThatsTheStuff
will encourage user-generated content and social sharing.
Interactive Billboards
Experiential/Out of Home
NATIONAL

17. Creative 16
In the Heartland, signs will be placed at subway station
entrances in cities such as New York City, Boston, and
Philadelphia. This execution will create That's the Stuff
moments for both commuters and tourists by helping
them to make their trains on time. These Snapple
moments will increase brand affinity, and the call-to-
action will encourage purchase.
Subway Signage
In the Non-Heartland, interactive billboards will use regionally recognized That's the Stuff
moments to connect with consumers and increase brand affinity. Executions feature moments
that are based on weather trends and daily activities in specific cities. For example, the
activations below will be placed in Dallas and Phoenix during the summer months.
Interactive Billboards
Experiential/Out of Home
HEARTLAND NON-HEARTLAND

18. Creative 17
Pre-roll Ad
Snapple will add a dose of fun to viewers' days by challenging
them to a quick game before their YouTube video loads. This
branded Snake game simulates the feeling of an unexpected
delight, and its fruity aesthetic leverages the equities that make
Snapple a That's the Stuff Moment.
Digital
Buzzfeed
Buzzfeed will create custom
social posts with That's the
Stuff listicles for specific target
segments, such as college
students, young professionals,
and parents. Each article shows
delightfully humorous little
moments and concludes with a
GIF of Snapple as a That's the
Stuff moment.
NATIONAL
NATIONAL
50% of BuzzFeed's
200+ million monthly
unique visitors are
18-34 years old.
Kiip NATIONAL
Snapple will partner with Kiip, a mobile marketing platform that serves coupons to 60 million unique monthly
users when they reach "everyday achievement moments" in 2,500 participating apps and games. After
experiencing a That's the Stuff moment – whether it's getting to the next level in Pik Pok or completing a task
in Any.do – consumers will be rewarded with a "Buy One, Get One Free" Snapple coupon.
URL: buzzfeed.snapplethatsthestuff.com
Password: 421

19. Creative 18
Instagram Video
Facebook
Snapchat Filter
For two days in June, National
Iced Tea Month, consumers can
capture and share their That's
the Stuff moments through
augmented animation filters on
Snapchat. When users open their
mouths, their moment becomes
Snapple-fied with a flavor-
infused hairdo and a speech
bubble proclaiming, "That's the
Stuff!" This day-long sponsorship
will include a Snapchat Live Story,
allowing Snapple That's the Stuff
moments to the Live Story feed
for all Snapchatters to enjoy.
Social
A Facebook campaign will
link the brand and its quirky
personality to little-known,
quirky holidays throughout
the year such as National
High-Five Day and Look on
the Bright Side Day. Each
post will insert a Snapple into
the execution. For example
this post for National Bring
Your Lunch to Work Day
reads, "Remembering to pack
your favorite snack... That's
the Stuff!"
Snapple's Instagram will feature a series of short stop motion videos to
showcase the little moments that make Everday Optimists say "That's
the Stuff!" These quick and quirky videos will encourage users to share
their own little moments using #ThatsTheStuff.
NATIONAL
NATIONAL
NATIONAL
URL: instagram.snapplethatsthestuff.com
Password: 421
Finding $20 in your coat pocket
Catching a marshmallow in
your mouth
Peeling an orange in one piece
Making the trash-ketball shot

20. Creative 19
Summer of Stuff Tour
During months of peak consumption, Snapple will embark upon the Summer of the Stuff: a
nationwide tour to create That's the Stuff moments at summertime festivals that are as quirky as
the Everyday Optimists themselves. Kicking off in the Heartland at Water Fight NYC, the Stuff
truck will travel to eleven other festivals across the nation. The Stuff Truck will set up shop at twelve
different Summertime festivals throughout the country. Snapple representatives will be on hand
passing out kits, giving away product, and encouraging attendees to tweet their favorite That's the
Stuff moments from the festival using the #ThatsTheStuff.
Experiential
The Stuff TruckNATIONAL
The Stuff KitsNATIONAL
Elite Seat One Trip Grip High Stakes Pro-Tech-tor

21. Creative 20
At each festival on the Summer of Stuff Tour, The Stuff Truck will distibute a That's the Stuff Kit to create a tailored That's the Stuff moment for attendees.
The packaging of each kit will describe the That's the Stuff moment for that event, while the object within the kit will be branded with the Snapple logo.
Experiential
The One Trip Grip
Ambitious shoppers at the Big Top Flea
Market in Tampa, Florida can loop their
bags together and carried them all at
once to prevent that dreaded second
trip back to the car.
The Elite Seat
This blow-up, portable seat cushion will
provide attendees at the International
Balloon Fiesta in Albuquerque, New
Mexico the ability to sit anywhere
comfortably to watch the parade of
balloons go by.
The High Stakes
To catch a break, kite enthusiasts at the
Windstock Kite Festival in Lincoln, Oregon
can use this stake to anchor their kites into the
sand.
The Pro-Tech-tor
To keep their smartphones dry, Snapple
will give Water Fight NYC attendees these
waterproof electronics bags for optimal social
media sharing – even mid-water fight.
Summer of Stuff Tour

22. Creative 21
Partnerships
Free Uber Rides
that’s the
STUFF!Redeemable for one free
Snapple at any Target
stores.
Pop open the Best Stuff with Snapple.
FINDING MONEY IN YOUR POCKET...
G
ONE FREE SNAPPLE!
Target Coupons
Finding unexpected money in your pocket is a universal That's the Stuff
moment. Snapple will recreate this moment for consumers by partnering
with Target stores to plant "Buy One, Get One Free" coupons that look like
dollar bills in the pockets of target brand shorts during the months of April
and May. This national partnership will allow Snapple to reach consumers
in both the Heartland and the Non-Heartland during Snapple's period of
peak consumption.
Snapple will partner with Uber to give randomly selected Everyday
Optimists free rides in That's the Stuff cars. Snapple will transform 20
Uber cars in each of the top 5 DMAs, branding them inside and out. Each
of the cars will include a cooler stocked with free Snapple for Uber riders.
This partnership creates an unexpected little moment while also putting
Snapple bottles in the hands of consumers across the country.
Fresh Direct Peapod
NATIONALNATIONAL
HEARTLAND
Fresh Direct, an online grocery delivery service in the New York area,
generates targeted banner ads, customized offers, and specific product
suggestions to users based on purchase information and behavioral data. A
partnership with Fresh Direct will encourage heavy users to add Snapple to
their online grocery orders. Copy on push notifications will read:
"Having your favorite flavors delivered to your door...That's The Stuff!
Don't forget your Snapple 6-pack for the week."
Snapple will partner with Peapod, Giant Food's online delivery service, to
drive trial in the Non-Heartland by sending a free Snapple with users' grocery
orders. When users in one of Peapod's fifteen major Non-Heartland cities
receive their orders, they will be delighted to find a free Snapple with the
message:
"Getting to try a new drink for free...That's the Stuff! Pop open the Best
Stuff with a Snapple (on us)."
NON-HEARTLAND

23. 22
Creative Evaluation
Video Concept Testing
Agency 421 partnered with Dialsmith, a research and technology consulting firm, to
conduct video spot concept tests. The company's Perception Analyzer Online (PAO)
captured over 100 respondents' moment-to-moment perceptions of initial concepts
and measured brand perceptions before and after exposure. The results showed that
ads were effective in changing consumers' brand perceptions, and feedback from the
research guided the direction of the final ads.
Takeaway: The That's the Stuff campaign will resonate with the target consumer and build
positive brand affinity, influencing the likelihood of purchase.
Execution Testing
Using the iResearch online focus group platform, the
team also concept tested print, out of home, and point
of sale executions with Everyday Optimists.
The placement [of the Sip Sampler] within a
convenience store would probably prompt me to
buy the product right then and there.
- Emmie, 21, New Hampshire
I think brand recognition would definitely be
a part of my purchasing decision, which this
advertisement definitely increases, and I may be
more likely to gravitate to Snapple rather than
other brands.
- Stephen, 24, Delaware
35%42%
INCREASEDECREASE
Creative Evaluation
“ "
in consumers who
understood that
"the Stuff" refers to a
happy consumption
experience
in consumers who
understood "the Stuff"
in Snapple's tagline
to refer to all-natural,
premium ingredients
“ "79%
QUIRKY
50%
PLAYFUL
65%
DELIGHTFUL
PERCENTAGE OF CONSUMERS WHO THOUGHT THE AD WAS:

24. 23Media
Media Placement
Thirty second commercials will air during
the six most popular shows among the
target during months when iced tea
consumption is the highest.
Impressions: 133,660,800
Placement: Family Guy, The Big
Bang Theory, Criminal Minds, Bob's
Burgers, Modern Family, Black-ish
VIDEO
Snapple will reach its target in highly
concentrated public transportation hubs
with helpful activations that will grow
brand affinity.
Impressions: 227,209,800
Placement: Public transportation in
top 20 DMAs
PUBLIC TRANSPORTATION
PAID & OWNED IMPRESSIONS
2.2 BILLION
"Make Your Own Six-Packs" will drive
purchases and increase brand loyalty by
encouraging heavy users in the Heartland
to sample new flavors.
Impressions: 95,550,000
Placement: Grocery Stores in the
Heartland
POINT OF SALE DISPLAY
Ninety-four percent of people skip pre-roll
ads after 5 seconds; however, Snapple will
finally make pre-roll ads enjoyable with a
game of Snake before their video loads.
Impressions: 314,218,737
Placement: Pre-roll ads
YOUTUBE PRE-ROLL
ADS
Since Snapple's 18-49 year old target
consumer uses Snapchat for an average
of 9-20 minutes a day, Snapple will place
sponsored content on this popular social
platform.
Impressions: 132,000,000
Placement: Snapchat
SNAPCHAT
Sixteen million unique visitors aged 18-49
visit Buzzfeed each month by creating
and promoting branded content on the
site. Snapple will take advantage of this
platform by creating and promoting
branded content.
Impressions: 47,778,000
Placement: Buzzfeed
BUZZFEED
Snapple's That's the Stuff videos will be
featured on Instagram for the platform's
300 million users to enjoy. Fifty-three
percent of 18-29 year olds and 25% of 30-
49 year olds use Instagram.
Impressions: 680,600,000
Placement: Instagram
INSTAGRAM
The campaign will take advantage of the
87% of 18-29 year olds and 73% of 30-49
year olds who use Facebook.
Impressions: 20,540,000
Placement: Facebook custom
audiences
FACEBOOK
Festivals can generate up to 1 million
tweets during the events. By giving out
That's the Stuff kits and encouraging
festival-related tweets, campaign
awareness will grow significantly.
Impressions: 3,001,803
Placement: Summer of Stuff tour
EXPERIENTIAL
People who sample an item are 475% more
likely to buy it that day and 11% more likely
to purchase it again in the following 20
weeks. Innovative sampling promotions
will increase trial and awareness among
light users in the Non-Heartland.
Impressions: 54,600,000
Placement: Grocery stores in the
Non-Heartland
POINT OF SALE
SAMPLING
Snapple will leverage a partnership with
Target, a retailer where Everyday Optimists
over-index, to bring That's the Stuff
moments to life at the point of purchase.
Impressions: 6,400,000
Placement: Target stores in the top
20 DMAs
TARGET
Shopkick has over 19 million users who will
receive beacon-prompted Snapple deals
from various grocery stores.
Impressions: 7,600,000
Placement: Shopkick
SHOPKICK
POINT OF SALE
PROMOTIONS
In-store coupons will keep Snapple top of
mind and will incentivize impulse purchases
at the point of sale.
Impressions: 261,442,125
Placement: Convenience & grocery
stores nationwide
Print ads will be placed in the three most
popular magazines among Snapple's
target.
Impressions: 10,380,000
Placement: People, US Weekly,
Better Homes and Gardens
PRINT
With 90% of Uber riders between ages
18-49, this partnership will grow brand
recognition and affinity among consumers
in the target.
Impressions: 408,000
Placement: Ubers in the top 5 DMAs
UBER
Promotions will be featured on Peapod and
Fresh Direct, which have the two largest
shares (9% and 7%, respectively) of the
online grocery market.
Impressions: 550,000
Placement: Peapod & Fresh Direct
GROCERY DELIVERY With 60 million unique monthly users,
this mobile marketing platform will serve
coupon rewards to the target audience
through its partnerships with mobile apps.
Impressions: 6,000,000
Placement: Kiip
KIIP
Thirty second radio spots will play in
the afternoon and early evening, the
peak dayparts for iced tea and juice
consumption.
Impressions: 136,942,689
Placement: Popular contemporary
radio stations in the top 30 DMAs
RADIO
Interactive billboards and outdoor
displays will reach 18-49 year olds in
urban areas. These helpful and fun
activations will grow positive brand
sentiment among the target nationwide.
Impressions: 66,948,912
Placement: Top 20 DMAs
OUT-OF-HOME
INTERACTIVE DISPLAYS

25. Costs
TRADITIONAL
Video 20,004,844$
Print 2,426,440$
Radio 1,828,000$
POINT OF SALE
Lottery Tickets 236,989$
Make Your Own 6 Pack 277,500$
Coupon + Game 45,500$
Sip Sampler 800,000$
ShopKick 1,900,000$
OUT OF HOME
Umbrella Billboard 20,600$
Basketball Trashcan 20,600$
Water Mister 360,000$
Bus Shelter 34,285$
Digital Subway Sign 1,000,000$
DIGITAL
Buzzfeed 60,000$
YouTube 2,199,531$
Snapchat 900,000$
Facebook 260,000$
Instagram 2,722,400$
Kiip 2,000,000$
EXPERIENTIAL
Summer of Stuff Tour 1,000,000$
PARTNERSHIPS
PeaPod 400,000$
FreshDirect 500,000$
Uber 2,000,000$
Target 1,250,000$
7,000,000$
TOTAL 49,246,689$Total
Contingency
FebruaryJanuary DecemberJuneMayAprilMarch July August September October November
Media
Media Schedule
The That's The Stuff Campaign effectively reaches each target segment through a year-long, integrated, multichannel media schedule. In accordance
with Snapple's current spending patterns, the majority of the media spend will take place between April and September, the months of highest iced tea
consumption.
24
NON-HEARTLAND
NATIONAL
HEARTLAND

26. Creative 25Campaign Evaluation
Campaign Evaluation
To ensure the That's the Stuff campaign objectives are met, key performance indicators (KPIs) will be tracked against each campaign objective. Primary
KPIs will monitor sales volume and purchasing frequency. Secondary KPIs will focus on evaluating consumers' brand perceptions, brand affinity, and
inclusion of the Snapple brand in the consideration set of heavy and light users.
MEDIA & FINANCIAL METRICS
MARKETING
OBJECTIVES
EVALUATION EXPECTED
RESULTS
Grow Snapple trademark
volume in the U.S by 7%1
3
2
7%
increase in
U.S.
trademark
volume
$50MM
CAMPAIGN
SPEND
2,205,830,866
PAID & OWNED
MEDIA IMPRESSIONS
2,392,215
ADDITIONAL CASES
OF SNAPPLE SOLD
Loyalty card data will track purchase frequency of
heavy users. Surveys will test brand perceptions of
heavy users pre- and post-campaign, and additional
surveys will assess the inclusion of Snapple in the
consideration set of heavy users.
Increase heavy user purchase frequency to ten
Snapples per year; increase the percentage of
consumers with Snapple in their consideration set
to 75%.
25
4
Increase heavy user buying
rate from 9x to 10x per year
by growing brand relevance
from 50% to 75%
Increase light user buying rate
from 1x to 3x per year by
increasing top of mind brand
awareness from 15% to 30%
Loyalty card data will track purchase frequency of
light users. Surveys will test brand perceptions, recall,
recognition, and consideration of light users pre- and
post-campaign.
IRI data will track trademark sales in the Heartland,
the Non-Heartland, and nationwide.
Increase Snapple trademark volume by 7% by year
end 2017.
Increase light user purchase frequency to three
Snapples per year; increase the percentage
of consumers with Snapple at the top of their
consideration set to 30%.
Increase the percentage of
consumers who perceive
the brand as a delightful
experience
Interviews, focus groups, and surveys will assess
brand sentiment and perceptions among heavy and
light users.
Increase the percentage of consumers who
perceive Snapple as "a delightful little moment" by
35%; decrease the percentage of consumers who
associate the brand with "ingredients" by 40%.

27. Sources
Primary Sources
Consumer Diaries
Focus Groups (in-person & via iResearch)
In-person interviews
Store Intercepts
Surveys (Qualtrics, Dialsmith & Social Media)
Noldus FaceReader Technology
Taste Tests
Secondary Sources
AAF NSAC Snapple Case Study
Adage
Admall for Agencies
Adweek
Billboard.com
Blog.360i.com
CSP 2016 Top 101 Convenience Stores
ComScore
Digiday
Facebook
Forbes.com
Fortune.com
HomeAdvisor.com
Kantar AdSpender
Kantar SRDS
Marketingcharts.com
Nielsen TV & Website Data
PennaPowers.com
Philaculture.org
Radio Advertising Bureau 2015 Why Radio
Fact Sheet
The That's the Stuff campaign brands the little bright spots in life as "That's the Stuff"
moments and presents Snapple as another opportunity to experience these pops
of delight. In doing so, the campaign refreshes the Snapple brand in the minds of
consumers, restoring its relevance and dusting off the unique brand equities that set
Snapple apart. Through a campaign that celebrates "the Stuff" that makes life great,
Snapple gives new, more credible meaning to the iconic "Made from the Best Stuff on
Earth" tagline. The campaign pivots away from a focus on ingredients, allowing Snapple
to carve out its own space in an otherwise crowded category.
The multi-channel, fully integrated campaign meets Everyday Optimists in their daily
routines through traditional, digital, and experiential executions. Targeted activations
in the Heartland will deepen brand affinity and encourage both bulk purchases and
flavor exploration. In the Non-Heartland, activations will raise awareness, incentivize
trial, and keep the brand top of mind. By connecting the brand to moments of delight,
the campaign will encourage Everyday Optimists to reach for a Snapple whenever they
want to create another bright spot in their day. So the next time consumers experience
this feeling of satisfaction, they'll be able to say:
Snapple, That's the Stuff!
that’s the
STUFF!
Recode.net
Shopkick.com
Shortstack.com
Simmons Experian OneView
Sproutsocial.com
YouTube Advertising
The Pitch 26