ChapmanNSAC_SnappleBook

People love Snapple.
Sometimes, however, love isn’t enough. When buying a beverage, people make their choices
quickly and get on with their lives; often, it isn’t the most beloved brand that wins out, but the one
at the top of the consumer’s mind. The market is filled with companies vying for this space—some
are able to get their messages heard, but others are lost in the static. While Snapple used to be king
of the category, years of heightened competition, diminishing media presence, and an increasingly
cluttered brand voice have taken their toll. Consumers, though still fans of the unique flavors, fun
Real Facts, and iconic bottle, rarely mentioned the brand when asked about their drinks of choice.
The issue wasn’t that they don’t love Snapple. The issue was that they had simply forgotten about it.
We decided it was time for the country to meet Snapple again.
Armed with only our brains, a collection of Real Facts, and $50 million, we set out to reconnect with
a nation of long-lost friends. Our campaign revitalizes the Snapple brand by honing it into the witty,
authentic personality it was always meant to be—bringing it back into the hearts, minds, and lives
of a forgetful public. In the pages ahead, you will see the result of months of exhaustive research,
meticulous planning, and bold thinking, all in pursuit of a singular goal: to reintroduce Snapple to
the people who loved it most.
Drink up.
EXECUTIVE SUMMARYTABLE OF CONTENTS
COLOR KEY
02 EXECUTIVE SUMMARY
03 LIGHT HISTORY/CHALLENGE
04 COMPETITIVE LANDSCAPE
05 RESEARCH
06 TARGET MARKETS
07 BARRIERS
08 KEY INSIGHTS
09 CREATIVE VISION
10 BIG IDEA
12 NEW PACKAGING DESIGN
13 TV SPOT
14 OUTDOOR ADS/ ONLINE RADIO
15 DIGITAL PRESENCE
16 DIGITAL PRESENCE
17 IN STORE ACTIVATION
18 EXECUTIONS Q1
20 EXECUTIONS Q2
21 EXECUTIONS Q3
22 SOCIAL MEDIA GUIDELINES
24 MEDIA OBJECTIVES
25 MEDIA MARKETS
26 MEDIA PLACEMENTS
28 MEDIA TIMELINE
29 BUDGET
30 POST TESTING/ CONCLUSION
32 MEET THE TEAM
33 SPECIAL THANKS/ SOURCES
Strategic Planning
Creative
Media
PR
Campaign Info
“REAL FACT” #201
The only one-syllabled
US state is Maine.4

LIGHT HISTORY
Snapple up ‘til Now
THE OBJECTIVES
When Snapple was created in 1972, Hyman Golden, Leonard Marsh and Arnold
Greenburg never could have guessed how popular their little company would become.
Built up from a modest door-to-door selling model, Snapple’s identity as a quirky,
fun and unique brand was quickly established, and it soon became New York’s most
beloved beverage. People identified with its homegrown story, the brand’s honest
self-awareness, and the refreshing new drink that filled a need they didn’t know they
had. After cycling through eccentric antics, memorable spokespeople, and an ever-
expanding assortment of flavors, Snapple’s recent advertising has focused back on its
New York roots[3]
. Despite having multiple corporate owners, Snapple’s brand identity
and fan base has remained constant over the years. Or has it?
Snapple has asked us to create a dual strategy to grow Snapple volume in the
United States.
For the Heartland, located in the Northeast, we were asked to build strong consumer
affinity and increase purchase frequency from nine to ten times a year.
Outside of the Heartland, we were asked to increase brand awareness to drive trial,
growing purchase frequency from one to three times a year.
We were told to leverage paid media (TV, digital, social media, and outdoor) and
earned media (PR, social, and consumer engagement), Snapple website, and retail
in-store activation tactics, and given a budget of $50 million. For us, this meant an
opportunity to connect with more diverse audiences through a wide variety of media,
implementing creative tactics that target Snapple consumers in ways that go far
beyond their geographic locations.
5

6
6
COMPETITIVE LANDSCAPE
What do they have that we don’t?
Let’s take a look at the marketplace. Finding each competitor’s sweet spot helped us contextualize what we’re up against.
BRISK
Packed with Personality
Like Arizona, Brisk’s recent
branding appeals to a younger
demographic with its off-the-
wall imaging, three-eyed lemon
mascot, and bizarre social media
presence, all playing off the
tagline: “Kinda Out There.”
LIPTON
Synonymous with the
Outdoors
With its advertising, social
media, and partnerships almost
exclusively surrounding nature
and the outdoors, Lipton
positions itself as the perfect
tea for a sunny adventure. This
focus, along with the brand’s
iconic bright red and yellow
colors, has helped Lipton to
distinguish itself in the category.
PURE LEAF
Healthy Drink, Healthy Food
Pure Leaf is a notable
competitor in the category
because of its association with
a healthy lifestyle and delicious
food. Through partnerships
with popular chefs and a social
media presence that revolves
entirely around cooking, Pure
Leaf shows that it stands for
something beyond the product.
GOLD PEAK
Brews Emotion
Traditionally, tea evokes feelings
of calm relaxation, and Gold Peak
feeds into this by portraying a
brand that revolves around the
comforts of home. With its “The
Taste That Brings You Home”
campaign, Gold Peak shows
that it’s a brand that appreciates
family time.
ARIZONA
Recognizable Aesthetic
Holding the top sales position
in both the tea and juice
categories, Arizona is Snapple’s
biggest competitor. Arizona
has positioned itself as a
trendy, inexpensive beverage
whose appeal extends beyond
its many flavors. The brand’s
recognizable packaging has
made its way onto hats, t-shirts,
skateboards, nail art, and more.

RESEARCH
ROMPE
Focus Groups
Everyone has that one drink brand
they’re proud to indulge in. Coca-Cola
tugs at our heart strings with messages
of togetherness and friendship, Pure
Leaf makes us feel health conscious and
trendy, and Arizona makes a fashion
statement with its iconic floral packaging.
To effectively reach consumers, we had
to figure out what they really thought
about Snapple and what is preventing
them from drinking it more.
To identify common trends and insights
about the brand and the industry in
general, we dissected a number of
secondary sources. We also conducted
focus groups and in-depth interviews,
collected quantitative and qualitative
research, and analyzed 1,197 survey
responses from all 50 states to get
a look inside the heads of Snapple
drinkers across the country.
Enter Rompe, the culmination of our research activities. Rompe, from the Spanish word
meaning “to break,” is an annual event where we “break through” the clutter and begin
forming our big campaign insights. In this intensive research session, members of our team
enter into a contemplative environment to dissect trends and find inspiration from our primary
and secondary research.
From this information, we worked to find the one area that Snapple could claim as its own.
People on the Street Interviews
Ethnographic Interview
7
Over a year ago
5-12 months ago
2-4 months ago
Within the last month
Within the last week
5.24%
9.36%
17.85%
19.23%
48.33%
22%
42%
21%
18%
8% 7% 7%
5%
<10 11-15 16-19 20-25 26-30 31-40 40+
15%
18%
16% 14%
10%
When was the last time
you had a Snapple?
If Snapple were a person,
how old would they be?
What is your favorite
tea beverage?
AriZona
Snapple
Brisk
Fuze
Gold Peak
Pure Leaf

8
THE
MODERN
PARENTS
SECONDARY
Modern Parents are in their mid 30s to
late 40s and live in the suburbs with
their children. This audience focuses
primarily on the moms, as they tend to
be the purchasers for their family, but
includes dads as well. As people who
grew up drinking and loving Snapple,
they hold a soft spot in their heart for
the brand; though they acknowledge the
sugar content, they view it as a healthier
alternative to soda[31]
. Modern Parents like
to buy in bulk, and will get Snapple as a
treat for their family from time to time, but
they do not make a habit of it. Their social
media activity is relatively limited, as they
don’t see much reason or incentive to get
more involved online. For Modern Parents,
family is the most important.
THE
NEW ADULTS
TERTIARY
New Adults, comprised of mainly males in
their late teens to mid 20s, are either still
in school or recently graduated, and live
in an urban or suburban area. This is our
most diverse audience, as many of them
identify as Hispanic or African American[14]
.
Currently unmarried and childless, New
Adults are trying to establish their footing
in the world. As lifelong Snapple lovers,
they see Snapple as a fun, tasty way to
quench their thirst and buy it relatively
frequently. They view themselves as trendy
and hip and want the products they buy to
support this notion, especially with cool
or unique packaging. Very active online,
New Adults enjoy staying up-to-date with
friends, news, sports, and culture. Though
they want to be fit and look good, living a
healthy lifestyle is not a top priority.
THE
CAREER
CLIMBERS
PRIMARY
Career Climbers are in their early 30s and
are predominantly female, living on a
mid-level income in an urban or suburban
area. They do not have children. As light
Snapple users, they enjoy Snapple when
it’s given to them, and they carry fond
memories of it from childhood, but forget
to purchase it on their own. Career Climbers
are trend followers, generally sticking with
mainstream shows and music, and are
moderately active on social media where
they like keeping up with friends and
popular culture. Though they are not fitness
nuts, they enjoy feeling healthy.
With all of this research at our fingertips,
we had two key factors to keep in mind:
geographic location (Heartland versus
non-Heartland) and the given age range
(adults 18-49, focusing on 30). Three main
life stages kept surfacing: Career Climbers,
Modern Parents, and New Adults.
While we feel that each of our executions
will appeal to all of our audiences, an
indicator icon will be placed next to
concepts which we believe will most
strongly resonate with that market.
TARGET MARKET ICONS
TARGET
MARKETS
Snapple Personas
C
C
P
P
A
A

SNAPPLE WHO?
THE BRAND IMAGE
CONUNDRUM
NOT A SUGAR PROBLEM,
BUT A LOYALTY PROBLEM
When Snapple drinkers think about the brand, they
reminisce about “The Best Stuff on Earth,” Wendy the
Snapple Lady, and everything that made the juice quirky
and fun. Over the years, however, Snapple’s brand
identity was lost as the company bounced between
corporate owners. Its distinct eccentricity waned as
Snapple’s messaging became scattered, creating multiple
personalities for the brand and losing the consistent voice
that had once resonated with consumers.
Other brands each have carved out a name for themselves
in the category—homey, healthy, or outdoorsy, for example.
Snapple is fun and refreshing, but its appearance doesn’t
communicate this. The glass bottle hints at sophistication
while the overcrowded label, cutesy social media
accounts, and dated website design make Snapple seem
childlike. Updating the brand design is essential to
staying relevant with our more mature target audiences,
clarifying the fuzzy identity, and driving purchase.
Despite the rising health trend and shift toward choosing
water above other beverages, sugary drinks haven’t fallen
off the radar. Consumers still indulge in the occasional
sweet treat, but they tend to be resolutely loyal to their
second choice beverage. They reserve the “designated
sugary drink slot” for brands with which they have stronger
associations (such as Coke), or which offer an incentive
(such as Vitamin Water).
BARRIERS
After establishing our target audiences, we identified the three key barriers that stand in the way of Snapple’s goals.
TAKEAWAYS
“I’m pretty sure there used to be a Snapple lady?”
– James, 32
“I am from Florida and [saw] something about New York
loves Snapple so I should too? I hate New York!”
– Helen, 45
“When I treat myself to a tasty drink I never think of
Snapple” – Jesse, 39
“Hmm… the label just has TOO many colors” – Michelle, 22
“Sometimes it is confusing because I know Snapple exists
but like I never see it?” – Jacob, 30
WITHIN THE
LAST WEEK
WITHIN THE
LAST MONTH
2-4
MONTHS
5 MONTHS
& OVER
WHEN WAS THE LAST TIME YOU
SAW A SNAPPLE AD?
7% 19% 26% 48%
As we talked to these consumers, we witnessed the same phenomenon occur again and again. They were indifferent to
Snapple until they were prompted to remember the quirky commercials, the refreshing flavors, and the unique Real Facts.
Across the board, consumers had an “ah-ha!” moment once they remembered what they love about Snapple.
“Oh my gosh, yeah! I forgot about the caps!” – Brian, 24 “Snapple simply is the friend who I always love to hang out with but
always forget to make plans with.” – Jason, 24
9

Trend Focus
Mature
Youthful
Health Focus
Current
Ideal
KEY INSIGHTS
Snapple had a good thing going, it is just
a matter of bringing it back to life.
PERCEPTION MAP
MAKE IT MEMORABLE
KEEP IT COHESIVE
REINTRODUCE,
DON’T REBRAND
Snapple stopped resonating with the consumer as much as it
used to. To put it back on people’s radar, we must rekindle its
cultural relevance and be more memorable.
This is where we think Snapple should stand to best drive
awareness, trial, and consumer affinity. In its quest to
please everybody and strike a balance between health,
youthfulness, maturity, and trendiness, Snapple lost what
made it stand out. To pull the brand back into the spotlight,
we will position Snapple as a unique blend of quirky, fun,
and modern sophistication. It’s a matter of amplifying
Snapple’s already-established trendiness, allowing the brand
to mature alongside its consumers and reminding audiences
what’s so great about Snapple to begin with.
10
STRENGTHS
Name recognition
Snapple facts
Flavor range
LTOs
Accessibility
Taste
Heartland
OPPORTUNITIES
Diet products
Ability to position as healthy
Recycling/green
Specialty promotions
Socially conscious
WEAKNESSES
Unclear personality
Sugar
Never sought out
Confused brand perception
Few ads/little engagement
Not practical
Lawsuits
THREATS
False advertising
Flawed media
Gold Peak/Pure Leaf
Arizona
Is it tea or juice?
People gave inconsistent answers when asked who Snapple
is as a brand. To fix this, all of Snapple’s messaging, from
advertising and bottle design to the website and social
media, must be cohesive. When prompted to think about
Snapple, people actually had no complaints about the
product. In fact, they raved about it; everything from the
flavors to the bottle to the Real Facts.
Because Snapple is already so well-liked, the solution lies not
in a rebranding but in a reintroduction.

APPROACH
Refreshing Mouths and Minds
The biggest takeaways from our research were that consumers loved Snapple, but it no longer
resonated with them. The strategy that runs through every facet of our campaign will aim to seal
this gap. By refreshing consumers’ mouths with delicious flavors and refreshing their minds with a
renewed brand identity, we can return our audience’s passion for Snapple to its former heights.
STORY
Oh, Hey!
It’s the moment when we bump into an old friend when we least expect it. It’s the joy when
something clever clicks in our mind. It’s a realization that’s been there all along but has suddenly
been brought to the surface. Most of all, it’s the feeling we want to permeate every aspect of our
campaign. That happy moment of remembrance.
TONE
To make these “Oh, Hey” moments happen naturally in our consumers’ minds, we will use a witty,
quirky, and authentic tone, staying true to the same Snapple brand that purchasers have loved all
along while updating it to fit the modern consumer.
BIG IDEA
Enter our big idea...
THE FUNNEL
The more research we conducted, the stronger our understanding grew of how to best position Snapple
to achieve its goals. To channel all of our thoughts into one Big Idea that makes sense, we organized
each step of our solution into a funnel.
CREATIVE VISION
And here’s the best stuff
11
Dolphins are unable to smell.

A full-grown tree produces
enough oxygen to support a
family of four.12
WE
MEET
AGAIN

“We Meet Again” is the spark to remind consumers of what they loved—rather, still love—about Snapple. It is a brand that
relates to them on a personal level, makes them laugh, and shares their values. This idea makes those outside of the Heartland
wonder why they ever stopped loving Snapple, and encourages them to welcome Snapple back into their lives. Meanwhile, for
Heartlanders, it will refresh, reignite, and reaffirm their love for Snapple.
13
WHAT DOES WE MEET
AGAIN SOLVE?
Snapple’s brand image has faded in people’s
minds. People are unsure of who Snapple is and
what it represents; however, when prompted
to remember the product, nearly everyone has
a positive association. From this, we decided
that it was imperative to develop a Big Idea
that simplified the brand instead of introducing
something completely new. “We Meet Again” does
not discard anything that the Snapple consumer
loves; it simply reintroduces it with gusto.
HOW DOES IT TARGET
THE NON-HEARTLAND?
For consumers that have simply let Snapple slip off
their radar, “We Meet Again” pulls it back to the top
of their mind. By bringing “Oh, Hey!” moments to
the forefront, we renew all of the well-established
reasons to love Snapple, nudging consumers to give
it another try.
HOW DOES IT TACKLE
THE HEARTLAND?
“We Meet Again” is both a revival and a celebration
of everything that a loyal consumer adores about
Snapple, giving us an opportunity to bolster
Snapple’s quirky, witty, and relatable qualities and
effectively supercharging the brand personality
across heavy and light users alike.

According to our research, Snapple’s bottle design was one
of its strongest attributes. People loved the iconic glass
design, the fun Real Facts hidden beneath the cap, and the
distinctive “pop” of a freshly-opened bottle. Snapple drinkers,
however, informed us that they felt the label was too childish,
outdated, and simply unappealing. We decided to update
the design to make it more culturally relevant. Our research
showed that modern design follows three main trends:
bright and bold colors, minimal and simplistic layouts, and
whimsical illustrations[33]
. To begin the reintroduction, we
played off of Snapple’s bright, upbeat persona and created
a bright color palette to be used throughout our executions.
We then developed a bold label that is eye catching,
aesthetically pleasing, and most importantly, captures
Snapple’s unique personality to help it stand out on the shelf.
14
NEW PACKAGING DESIGN
LIMITED TIME OFFERS
Fall
Cinnamon Cider
Super C Migh-Tea
Summer
Watermelon Wave
Dragonfruit Delight
Spring
Spicy Mango
Pineapple Par-Tea

15
TV SPOT
Our commercial campaign series is titled, “I Bought You
a Snapple.” Our first commercial is set in a grocery store
where a guy runs into a girl in a grocery store whom he
does not remember. As it turns out, she’s an ex-girlfriend
from high school, but he can’t even recall her first name.
She unsuccessfully tries to jog his memory, but as soon
as she says “I Bought You a Snapple” everything comes
flooding back, allowing him to remember hilariously specific
anecdotes about their time together. Other commercials
involve someone interviewing for a job they have already
worked at, as well as a student running into a former teacher.
This reinforces the idea that Snapple was a defining product
in the lives of our target audiences and can be once more.
Total Production Cost: $821,175
Total Media Cost: $27,708,054
Impressions: 79,842,000

OUTDOOR ADS AND ONLINE RADIO
16
ONLINE RADIO SPOT
SUBWAY POSTERS
BUS STOP ADSBILLBOARDS
On Spotify and Pandora, we will feature
pithy 15 second radio spots to remind
our target audience of the Real Facts
and encourage them to learn more on
Snapple’s website. For example:
“Oh, Hey! We interrupt this playlist to bring
you an important news bulletin. Snapple
has just discovered that Goldfish have a
memory of three seconds. We now go live
to the scientist who made this discovery”
“Starting!” - timer clicks for three seconds -
“He forgot!” - Applause.
“Click the banner to learn more
Real Facts”
The only thing it takes for people to recall
their love for Snapple is a simple reminder.
To bring their positive brand associations
flooding back, our outdoor ads will be
dedicated to the “Oh, Hey!” moment.
Our billboards, bus stops, and subway
posters will each depict a different
rendition of, “Oh, Hey! Is that a Snapple
ad?,” or a real fact beside the iconic
Snapple bottle, integrating a self-aware
and candid sense of humor. We will put
these ads in high traffic areas to catch
consumers’ attention and reintroduce
Snapple in an everyday setting.
Total Price: $3,378,900
Total Price: $400,000

We will place 250x250 and mobile banner ads on our
selected websites/apps throughout the year. For example,
an ad placed on Amazon will encourage users to purchase
Snapple on the site.
We will also advertise with Waze, which Nielsen lists as one
of the most popular apps among our Career Climbers and
Modern Parents target audiences. In a partnership with
7-Eleven[32]
, drivers will get an “Oh, Hey!” notification when
they are near a 7-Eleven store, reminding them to pick up
the product while they’re on the go.
Snapple will purchase a Snapchat sponsored lens, themed
around Real Facts. In a bold new idea, instead of facial
recognition, the lens will recognize the underside of the
Snapple cap and, using motion tracked 3D technology, will
bring the Real Fact to life. For example, for “Real Fact #214:
Giraffes can lick their own eyes,” a 3D animated giraffe will
appear on the cap.
17
Total Price: $236,453.20
Total Price: $2,763,546.80
DIGITAL PRESENCE
WAZE ADSDIGITAL ADS SNAPCHAT AUGMENTED REALI-TEA
OH,
HEY!
“REAL FACT”
You can buy
Snapple on
Amazon

18
We updated the Snapple website to match our new brand aesthetic. We moved the Real Facts to the front page, as our research
shows they are popular among our targeted consumers. In addition, we put in information about Snapple’s latest promotions
like Billy on the Street, new limited time offer flavors to look out for, and our YouTube show, Appleview. We moved the re-
enFACTments over to Instagram so that more people will see them but left the longer video content up on the website to
maintain steady web traffic.
Snapple will produce a comedy series on YouTube called
Appleview. When an old man’s imaginary friend from
childhood moves into the room next door to him, the two
hatch a plan to escape from the dreary confines of Appleview
Home for the Elderly and find the treasure they buried
together as kids—turning the home on its head in the process.
Episodes of Appleview, which will generally run between five
and ten minutes, will be posted on YouTube and the Snapple
website in order to increase our website traffic. Through both
the overt themes of reconnecting and “meeting again,” and
the witty and slightly surreal sense of humor, Appleview will
help define Snapple’s retooled brand personality and give
consumers a reason to engage with Snapple online.
YOUTUBE SERIES
DIGITAL PRESENCE
REDESIGNED WEBSITE

Cycling through grocery stores for one week at a time,
Snapple will place coupon dispensers in grocery stores in
targeted cities, triggering an “Oh, Hey!” sound effect and
dispensing a coupon with a Real Fact on the back as shoppers
pass by. We’re using “Oh, Hey!” in the most literal sense to
remind our consumers about the Real Facts they love and
directly encourage purchase.
Our research found an abundance of false assumptions
regarding Snapple’s ingredients and quality. To remedy this,
we will place Snapple juices and teas in the produce aisles of
select grocery stores in our targeted cities. Next to the bottles,
we will address these common misconceptions with Real Fact
displays featuring phrases like “Snapple’s Lemon Tea only
has five ingredients,” and “Snapple only uses natural flavors.”
This in-store activation will rotate through grocery stores from
April through August.
ThruVu digital coolers[25]
will be placed in convenience and
grocery stores to beautifully showcase our new design,
remind consumers about Real Facts, and draw attention to
the Snapple on display. ThruVu’s LCD screen can be updated
throughout the campaign to highlight new designs or sales
promotions.
19
HEY! SENSORS SNAPPLE THRUVU SNAPPLE PRODUCE
Total Price: $1,088,402
IN STORE ACTIVATION

EXECUTIONS Q1
JANUARY
GET SNAPPY WITH IT
FEBRUARY
TÉ AMO
Creating that “Oh, Hey!” moment for our consumers is something we’re
excited about. We found that 42.2% of Snapple consumers listen to Spotify
on their commute or throughout the day[22]
, so to further demonstrate what
we mean by “We Meet Again”, Snapple will launch a playlist of oldies, but
goodies. Our “Get Snappy With It” playlist will feature songs our audience
used to love by artists like Madonna, Prince, TLC, and Britney Spears. Both the
description on Spotify and promoted tweets and Instagram posts will read:
“Snap out of the midday blues and refresh with all your forgotten hit favorites.”
Come February 1, Snapple will launch the “Té Amo” Valentine’s Day contest. This
diversity-driven campaign will take a popular Hispanic phrase and introduce a
new way to say “I Love You’ to the Heartland and non-Heartland marketplace
alike. This execution drives website visits and engages our consumers socially.
To enter, contestants will go to Snapple.com to write their significant other a
virtual love letter. The only catch is they have to write it in 100 characters or
less, in English or Spanish, to fit on a Snapple cap. Contestants will then share
the link of their Snapple caps on Twitter, Facebook, or Instagram, asking friends
and family to vote for them. The entry receiving the highest number of votes
will win a romantic getaway to the tropical paradise of Bora Bora.
Get Snappy
With It
Impressions: 800,000
C PA
Total Price: $0.00
C A
20

EXECUTIONS Q1
MARCH
BILLY ON THE STREET
New York’s very own Billy Eichner is the loud, quirky, and totally eccentric host of
the massively popular YouTube show Billy on the Street. The show follows him and
the occasional celebrity guest frantically approaching unsuspecting pedestrians
and bombarding them with obscure questions, to hilarious results. For a special
Snapple episode, Billy will take to the streets to quiz the public on one of Snapple’s
most beloved qualities: Real Facts. He approaches passersby with his camera crew,
demanding answers to Real Facts-related trivia, and in true Billy on the Street
fashion, hilarity ensues.
In our focus groups, participants almost unanimously loved the unique popping
sound made by opening a Snapple bottle. For three days at a time, larger-than-life
Snapple caps will line the sidewalks of high-traffic areas in our targeted cities.
Upon investigation, passersby will find that stepping on these caps will create
the distinctive sound, putting a little “pop” in their step.
MARCH
STEPPIN’ SNAPPLE CAPS
C P A
C A
21

EXECUTIONS Q2
APRIL
MEET EARTH AGAIN
JUNE
#POPIN POP UP
Land growth is scarce and urban development is on the rise. While we want to encourage
consumers to reacquaint themselves with Snapple, we also want to encourage them to
reacquaint themselves with the Earth. According to Simmons OneView 2013, Snapple
consumers strongly agreed that “companies should help consumers become more
environmentally responsible.” To celebrate Earth Day, Snapple will launch an urban
farming partnership with AKER, a company that creates sustainable farming kits with an
assortment of produce and other gardening tools, sent in a plywood case that doubles
as a planter box. Friday, April 21, community centers in each of our targeted cities will
receive an AKER box, courtesy of Snapple. Along with the kit, we will provide Snapples
and reusable Snapple branded water bottles. On Twitter, Snapple will tweet photos of the
event using the promoted hashtag, “#MeetEarthAgain.”
Pop up shops are meant to surprise by pleasantly interrupting
people’s daily routine, so it only made sense to use them to create
memorable “Oh, Hey!” moments. For three days in June, we will
place a massive inflatable Snapple bottle in each of our targeted
cities. Passersby will be invited to enter the giant bottle to grab a
Snapple, read unique facts about their city, take home a reusable
water bottle, and snap a picture in the branded photo booth before
heading back out. This will not only let consumers taste Snapple but
also give them the opportunity to share their experience with others
on social media with “#PopIn.”
C P
C P A
22

23
EXECUTIONS Q3
Impressions: 52,000
AUGUST
SNAPPLE BLOCK PARTY
The mobile application Nextdoor is growing rapidly, with
four million monthly visitors (primarily age 25-40) and over
43,000 neighborhoods registered[24]
. Need a dog watcher?
Babysitter? Throwing a stellar Taco Tuesday? Nextdoor
will help you get the word out. To celebrate National
Night Out, a community-building event for residents and
neighborhood watch groups, Nextdoor and Snapple will
join forces to sponsor the ultimate block party and bring
neighbors together. Snapple will provide the branded swag
including reusable water bottles and free Snapple, while
local artists, food vendors, and Nextdoor help get the word
out and make each neighborhood’s party distinctly its own.
NOVEMBER
THE BIG SNAPPLE
In November, Snapple will unite with another New York
icon, the Macy’s Thanksgiving Day Parade, sponsoring
a float we like to call “The Big SnApple.” The float will
feature the New York skyline with a giant Snapple bottle
in place of the Empire State Building, while a cap with a
digital screen scrolls through a series of New York themed
facts.
JULY
#SNAPPLESALUTE
Together with NBC’s The Today Show, Snapple will reconnect
a deployed soldier with his or her loved ones back home for
the Fourth of July. In a live segment, the returned soldier
will surprise their family, giving new meaning to
the concept of “We Meet Again.” Promoted posts on
Snapple’s social media will spread video of the reunion
using “#SnappleSalute.” The stunt will be repeated in
December to bring service members home to their families
for the holidays.
CC PPP A

SOCIAL MEDIA PLAYBOOK
InstagramSnapchat Twitter
Our consumers articulated three clear expectations for the brands they follow: It needs to be funny, it needs to be heart warming, or it needs to reward them tangibly. They need an incentive.
Currently, Snapple’s social media is falling flat against competitors like Arizona. We’re going to rev up Snapple’s social media presence by implementing purposeful and varied content. This
playbook provides a consistent framework for social media engagement thus better targeting Snapple’s younger audience and supporting the older fans.
• Blended-in Branding: users seek entertainment or
support of a loved brand
• Purpose: provide unobtrusive user browsing experience,
inform about new product or special time offer
• Opportunity: engage viewer via follower reposts,
popular hashtags, quirky, fun, lighthearted, bright
images and video clips
• Ex: #TeAmo, #PopIn, #SnappleSalute, #MeetEarthAgain,
#OhHey
• Promotion and Personality: users connect on a more
personal level
• Purpose: promote LTOs, showcase unique brand voice
• Opportunity: highlight upcoming ads, geotarget
Snapple events, engage via sponsored photo filters,
feature exclusive screenshot-able coupons for followers
• Ex: Fun, colorful videos with distinct personality and
experiences of Snapple drinkers exclusive to followers.
• Short Sweet Fun and Facts: users seek a quick laugh
and information
• Purpose: catch-all for social channel banter, sharing,
and news
• Opportunity: engage via witty personality, handle
negative brand comments, start conversation about pop
culture and Snapple brand
• Must maintain same distinct voice, humor, and
relatability to average consumer with focus on hashtags
• Ex: #TeAmo, #PopIn, #SnappleSalute,
#MeetEarthAgain, #OhHey
Baseline: 3-5 posts a week
Goal: 4-6 posts a week
Posting frequency varies per quarter and by post-type Baseline: 5-7 posts/week
Goal: 3-5 posts/day
24

FacebookYouTubePinterest
• Corporate Central: where users turn to learn about
the brand
• Purpose: distribute shareable content and provide
platform for users to ask questions, seen as a direct line
to Snapple Corporate
• Opportunity: focus responses and posts on optimizing
consumer satisfaction, link to Snapple.com website,
maintain personality with trustworthy tone
• Ex: post about promotions, provide helpful customer
service, repost select Twitter and Instagram content
• Original Content Hub: users can find branded videos
and web series
• Purpose: maintain an active fanbase, focus on monthly
Appleview episodes, provide expanded original content
• Opportunity: link back to Snapple.com to drive website
traffic, stay true to quirky, witty, authentic tone, engage
and highlight enthusiastic consumers
• Ex: post old and new commercials, video footage of
guerrilla tactics, #SnappleSalute video content, other
funny user-generated content related to Snapple
• Personalized Platform: users compile
interesting content
• Purpose: encourage engagement over advertising,
lifestyle branding
• Opportunity: show how Snapple fits into everyday lives,
share brand personality and creative edge, link
to website
• Content creation, “re-pinning”, board categorization
based on target audiences
• Ex: DIY cocktail recipes, reusable bottle decor,
#TeAmo caps
Baseline: 3-5 posts per week
Goal: 1 post per day
Baseline: 2-3 pins per day
Goal: 5-10 pins per day
1 video per week
25

MEDIA OBJECTIVES & STRATEGIES
26
We created a media plan that sustains a presence in the Heartland while increasing media
buys in the non-Heartland.
Snapple requested a dual strategy, addressing the Heartland and non-Heartland differently, so we have
decided to use a frequency strategy within the Heartland to reaffirm brand loyalty and a reach strategy
outside of it to help increase brand awareness (especially top-of-mind awareness). As our findings showed
that 48% of non-Heartland consumers had not seen a Snapple ad in the past six months[30],
a reach
strategy with a heavy media presence there is vital to a successful brand reintroduction.
Timing: Focus on summer months for heavier media buys.
Kantar Media AdSpender shows that Snapple focuses most of its advertising dollars during Q2 and Q3
(summer)—and we’re on board! In the case study, Snapple’s sales peak in the summer, so we will place our
TV and outdoor buys in the summer months. Digital advertisements will be placed throughout the year to
remind our consumers about Snapple.
Use TV, Digital and Outdoor advertising
In our primary research, Snapple was associated with an on-the-go/outdoor drink (52.3% on-the-go,
33.6% outdoors)[22]
so we will drive foot traffic to grocery and convenience stores with digital geotargeting,
outdoor, and local television.
We will optimize the success of our social media and PR executions through digital ads, native advertising,
and promoted posts and tweets.
Where would you most likely
be drinking Snapple?
On the go/ Traveling
Outdoors
At work
At home
In the car
At the gym
52.3%33.6%31.3%26.6%22.7%0.8%

MEDIA MARKETS
HEARTLAND
NON-HEARTLAND
Snapple’s case study provides us with Nielsen’s
data of the top selling markets within the
Heartland. We narrowed down the cities by
nixing the regions that were too close together
to avoid messaging overlap and kept the rest.
We will focus on markets that have the highest
potential to drink more Snapple.
Since the non-Heartland contains such
a wide range of territory, we decided to
focus our spending on the West, the
non-Heartland region with the highest
index of culturally diverse Snapple
drinkers.[14]
The West also has the added
benefit of being a nationwide influencer,
making local success more likely to spread
across the country. We won’t leave out
the rest of the non-Heartland, as Chicago
and Dallas will represent the Midwest
and South, and our digital presence will
connect with consumers.
Philadelphia
Boston
Buffalo
Baltimore
Washington D.C.
New York City
Los Angeles
San Francisco
Portland
Seattle
Denver
Chicago
Dallas
Oregon has more ghost
towns than any other US city.
27

WEBSITE/APP PLACEMENTS
250x250 and Mobile Banner Ads throughout the year. [15, 19, 23]
Online Radio
Pandora and Spotify
Amazon
Pandora
Spotify
Yahoo Mail
YouTube (Skippable Pre-roll Ad)
Riot Games
Candy Crush
Clash of Clans
Waze
Gamespot
MTV
ESPN
Local News Websites
LA Times
SF Chronicle
The Seattle Times
The Oregonian
Chicago Sun Times
The Dallas Morning News
The Philadelphia Inquirer
The Boston Globe
The Buffalo Sun Times
The Post-Standard
The Washington Post
NY Times
NATIVE ADVERTISING
Twitter: Promoted Tweets
Instagram: Carousel Ad
Pinterest: Promoted Pins
Facebook: Promoted Video posts
BuzzFeed: Listicles
OUTDOOR
Bus transits, subway ads, and bulletins within
our non-Heartland and Heartland markets will
create “Oh, Hey!” moments from April-Septem-
ber[11, 19]
Out-of-home placements will allow us to
effectively communicate with every facet of
Snapple’s diverse fan base, and the medium’s
low CPM makes it a valuable tool for the reach
strategy employed outside of the Heartland.
Cows give more milk when
they listen to music.
MEDIA PLACEMENTS
Based on Nielsen and Experian, we selected media placements that are highly indexed for all three of
our target audiences (Males and Females 18-49). In select instances, certain placements are hyper-
targeted toward African American and Hispanic markets.
28

COMMERCIAL
Network and Cable buys
Early Fringe Primetime and Late News at a 150 GRP from Q2-Q3 April-September. [19]
Television Placements [19, 23]
DIGITAL PLACEMENTS
YouTube (Skippable ad)
Facebook (Promoted post integrated with video) throughout the year.
29

BUDGET
Media: TV (55.5%)
$27,708,054.00
Media: Digital (14.3%)
$7,147,500.00
Media: OOH (6.8%)
$3,378,900.00
PR Executions (4.3%)
$2,154,579.46
In-Store Activation (4.4%)
$2,175,902.00
Production Costs (1.6%)
$821,175.00
Media + Agency Fees (13.0%)
$6,507,916.57
Total Budget:
$49,894,027.03
30
“REAL FACT” #86
Until the 19th century, solid
blocks of tea were used as
money in Siberia.

MEDIA
TIMELINE JAN FEB APR JUNE AUG OCT DEC
TRADITIONAL
Television (Early Fringe, Prime and Late News)
OOH (Bus Shelters, Subway Ads, Bulletins)
DIGITAL
Website Ads (250x250 and Mobile Banners)
Waze
Online Radio (Spotify & Pandora)
Online Commercial (Facebook & YouTube)
Instagram (Carousel Ad)
Twitter Sponsored Tweets
Pinterest Promoted Pins
Snapchat Sponsored AR
Buzzfeed Articles
“Get Snappy With It” Spotify Playlist
EXECUTIONS
“Té Amo” Contest
Appleview YouTube Series
Meet Earth Again
Steppin’ Snapple Caps
#PopIn Pop Up
Snapple Salute
Billy on the Street Sponsorship
Nextdoor Block Party
The Big SnApple
IN-STORE ACTIVATION
“Hey!” Sensors
ThruVu Refrigerators
Snapple Produce
ADDITIONAL COSTS
Commercial Production Costs
Media & Agency Fees (15% of Budget)
TOTAL COST
$27,708,054
$3,378,900
$2,763,546.80
$236,453.20
$400,000.00
$2,092,500.00
$500,000.00
$560,000.00
$65,0000
$450,000.00
$80,000.00
$0.00
$14,000
$636,010.71
$9,100.00
$8,448.05
$192,086.70
$354,914.00
$80,000.00
$670,020.00
$190,000.00
$725,000.00
$1,088,402.00
$362,500
$821,175.00
$6,507,916.57
$49,894,027.03
79,842,000
349,471,632
507,454,665
29,556,650
44,375,000
29,556,650
12,500,000
35,000,000
7,200,000
30,000,000
2,355,520
365,700
800,000
4,327,182
390,000
390,000
15,550,000
1,240,000
1,071,738
52,000
53,500,000
4,412,438
3,529,951
1,410,828
1,212,024,773
MAR MAY JULY NOV COSTSIMPRESSIONSSEP

32
POST TESTING
Throughout the campaign we will monitor sales patterns, conduct social listening, and use mobile and web analytics to ensure
we are reaching Snapple’s business objectives in the most cost-effective way. Post-impression tracking will help us understand
which ad placements actually lead to consumers buying more Snapple teas and juices.
Our campaign will accomplish the following to increase purchase frequency in the non-Heartland and Heartland:
Remind consumers of the Snapple
features they love with “Oh, hey!”
and “We Meet Again.”
Reintroduce Snapple as a fun,
quirky matured brand.
Place Snapple into our target
audiences’ lives with our PR
executions and media placements.
To determine whether our concept and executions will be received well by our target audience, we conducted a series of in-depth interviews
with Career Climbers, Modern Parents, and New Adults. We asked them to comment on the “We Meet Again” idea and executions such as
Hey! Sensors, Nextdoor Snapple Block Parties, “#SnappleSalute” and the design enhancements. The responses were overwhelmingly positive,
telling us our suggestions are on strategy and likely to convert consumers to Snapple. Respondents made minor suggestions for how to make
our ads clearer, which we implemented in our executions.

TESTIMONIALS
CONCLUSION
On the campaign
“Love the big idea! Snapple is a great brand, I’m glad they
are re-booting it.” - Vincent, 48
On the design enhancements
“It looks very refreshing and makes me want to drink it.
It’s total-tea delicious!” – Rich, 22
Snapple is not currently the king of its category. This is where “We Meet Again” comes in. The challenge facing Snapple is not that people
don’t like the product — on the contrary, they love it — but that people no longer remember how much or why. Overall We will spend a total
of $49,894,027.03 and garner 1,212,024,773 impressions across the heartland and non-heartland alike in order to effectively return Snapple
back to the fun, witty, authentic brand that built consumer loyalty from the beginning.
As it stands, there is a gap between Snapple and its consumers, but that gap is not insurmountable. We’ve showed how we will bridge that
divide and how our campaign establishes a strong foundation and brand reintroduction strategy that can carry Snapple for years to come.
With “We Meet Again,” Snapple can begin its quest to become leader of the pack once more. We look forward to working with you.
Thank you.
Stay Snappy.
On the Hey! Sensors
“I would totally Snapchat this experience! Plus I love
coupons.” – Alex, 23
“I love it! I would get the coupon and definitely use it.
Great idea!” – Michael, 25
On the Nextdoor Snapple
Block Parties
“I would bring my entire family or all my friends! We
need more block parties like this, cool idea.” – Alli,
34
Can I come? When will it be? – Paul, 24
On Snapple Salute
“Really loved this one! This is my favorite. There
are so many elements behind this idea that are
emotional and verymeaningful.Thisone touchesmy
heart.”– Lauren, 29

34
MEET THE TEAM
Creative Team
Brendan Baz - Creative Director
Keanu Davis
Gretchen Grage
Nick Oeffling
Julia Ramirez
Sho Schrock-Manabe
Tammy Taller
Public Relations
Haley Schlatter - PR Director, Presenter
Tiana Andraos
Ellory Courvasier
Maddy Reeves
Ryan Rodriguez - Presenter
Selena Rudolph
Sean Suzuki
Media
Hannah Katagi - Media Director
Chandler Arlen
Anna Belmer
Alexandra Blum
Olivia Del Rio
Maislinn Helfer
Emily Blumhardt
Pauline Yang - Treasurer
Noel Witcosky - Presenter
Stratgic Planning
Elly Bannon - Co-SP Director
Roderick Gurrola - Co-Sp Director
Daniel Aguilar
Cole Jackson
Jean-Luc LeFurgy
Nikki Molkara - President of Ad Club
Jordan Pennino
Advisor
Damien Navarro
Account Executives
Ethan Hauser
Emily Senes

Dr. Rolf A. Grage
Dr. Michelle M. Maxey
Mr. Robert C. Witcosky
Mrs. Jane Ramirez
Aaron M. Moore
Warren C. Deutsch
Mr. Robert A. Torba & Ms. Kathryn E. Torba
Laura A. O’Neal
SOURCES
SPECIAL THANKS
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2. 14 Real Facts About Snapple. (n.d.). Retrieved January 17, 2016, from http://mentalfloss.com/article/67940/14-
real-facts-about-snapple
3. 2015-2016 Snapple Case Study. Retrieved from National AAF Student Advertising Competition
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display-advertising
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from https://www.drinkarizona.com/
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10. Brisk Kinda Out There. (n.d.). Retrieved March 15, 2016, from http://drinkbrisk.tumblr.com/
11. Clear Channel Outdoor. (n.d.). Retrieved March 20, 2016, from http://clearchanneloutdoor.com/
12. Custom Inflatable Advertising. (n.d.). Retrieved March 2, 2016, from http://landmarkcreations.com/
13. Eastwood, D. B., Gray, M. D., & Brooker, J. R. (1994, September). Supermarket Patronage: An Analysis
of Customer Counts Among Outlets within a Geographic Area. Retrieved February 16, 2016, from http://
ageconsearch.umn.edu/bitstream/27603/1/25020008.pdf
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21, 2016 from https://oneview.experian.com
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from https://login.us.hitwise.com/
16. Gold Peak Tea & Coffee. (n.d.). Retrieved March 15, 2016, from http://www.goldpeakbeverages.com/
17. Innovative Vending Solutions - Pricing & Options. (n.d.). Retrieved March 2, 2016, from http://
automatedretailsystems.com/pricingandoptions.html
18. Kantar Media AdSpender. (n.d.). Retrieved October 8, 2015, from http://kantarmediana.com/intelligence/
products/adspender
19. Kantar Media SRDS. (n.d.). Retrieved October 8, 2015, from http://login.srds.com/signin
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from http://www.dailydot.com/technology/nextdoor-social-network-neighborhood/
21. Lipton® Tea. (n.d.). Retrieved March 25, 2016, from http://www.liptontea.com/
22. Media Survey, Team 201 Survey, conducted February 25, 2016.
23. Nielsen Data 2015-2016. Retrieved from National AAF Student Advertising Competition
24. Nextdoor is the free private social network for your neighborhood community. (n.d.). Retrieved February 19,
2016, from https://nextdoor.com/newsroom/
25. Next-generation vending machine concept with see-through display. (2011, December 15). Retrieved January
15, 2016, from http://www.diginfo.tv/v/11-0251-r-en.php
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com/
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com/company-histories/snapple-beverage-corporation-history/
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31. Strategic Planning Focus Groups, Team 201 Focus Groups, conducted February 2016.
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prnewswire.com/news-releases/tea-for-free-at-7-eleven-is-awesummer-210824771.html
33. The 9 Graphic Design Trends You Need to Be Aware of In 2016. (2016, January 19). Retrieved February 25, 2016,
from https://designschool.canva.com/blog/design-trends-2016/
34. The True Cost Of Growing A Garden | Investopedia. (2012). Retrieved March 2, 2016, from http://www.
investopedia.com/financial-edge/0312/the-true-cost-of-growing-a-garden.aspx
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com/MNR/MacysParade/wp-content/uploads/2015/11/Macys-Thanksgiving-Day-Parade-2015-Overview.pdf
Karen LeFurgy
Damien Navarro
Janell Shearer
Veston Rowe
Cory O’Connor
Annalia Whitney
Matt and Sheri Molkara
35
Commercial Crew
Dylan Markward - Dave
Emmy Wolf - Kristin
Andrew Guastaferro - Sound
Said Malikov - Cinematography

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