2. The Challenge 3
Objectives
Mission
Creative Overview 9
Creative Execution 10
Print
Outdoor
Radio
TV
Promotions 14
Snapple Truck
Online
Social Media Strategy 17
Pro Bono | Public Relations 18
Campaign Overview 19
Campaign Implementation 20
Media Overview 21
Media Plan 22
Television
Radio | Magazines
Outdoor | Online
Media Metrics 25
Budget 26
Rationale |Evaluation
Sources 27
EXECUTIVE SUMMARY CREATIVE MEDIA
Snapple
Fact 2 Animals that lay eggs don't have belly buttons.
The Client 4
Analysis 5
Situational
Competitive
SWOT
Target Audience 7
Demographics
Psychographics
Consumer Behavior 8
RESEARCH
TABLE OF CONTENTS
EVALUATION | SOURCES
3. Everyone knows that sound, the iconic pop that makes you think of summer
days and playground hijinks. It was the pop that told you that lunch was
being served and that mom was letting you have juice this time (instead of
water, yuck). Snapple has been a household name for generations and it
has been a nostalgic topic among millennials. They give personality to their
product, changing the beverage game with many different flavors that cater
to their diverse consumers. Snapple’s products range from juice, tea and diet
flavored options. While we all remember Snapple's television commercials
and facts, Snapple has faded into the background of the beverage industry.
Its attempts at making themselves relevant have been ineffective and have
relied heavily on the consumer. It's time to take back Snapple's brand and
give it the fresh, new look it needs to be competitive again.
Insight found through focus groups and surveys allowed our team to devise
a specific integrated communications campaign that captures the essence of
Snapple while reaching out to their target market: millennials.
Millennials make up 83 million of the US population and they are Snapple’s
most loyal consumers. Using various creative visual representations, social
media promotions and PR executions, our communications plan will increase
revenue both in Snapple’s heartland and on a national scale.
EXECUTIVE SUMMARY
Snapple has not capitalized on all the opportunities that have moved into its
own backyard, which is why The Thrillest wrote an online article titled How
Snapple Became the Myspace of Drinks. The brand is irrelevant, has an exces-
sive amount of products and has historically targeted the incorrect audience.
Our job was not only to compensate for these errors and weaknesses, but to
make Snapple a powerhouse in the market despite them.
THE CHALLENGE
Our objective is to create an integrated communications campaign that will
make Snapple relevant again. This campaign will run during Snapple’s 45th
year anniversary. The focus of our campaign is to grow Snapple’s premium
trademark volume in the United States by selling more of its premium tea
and juice offerings. Brand relevance will be established by personalizing
Snapple with its consumers.
We will implement this strategy by creating various scenarios in which the
consumer will step outside their comfort zone. Once the consumer steps
out of their regular routine, a favorable outcome tailored to the consumer’s
desires follows. This campaign will make the user engage with the brand it-
self, increase sales throughout the United States, maintain brand loyalty in its
origin, and increase loyalty throughout the nation. The goal of the campaign
is to have our consumer associate Snapple with a positive life experience
that they’ll continuously thirst for.
OBJECTIVE
• Grow Snapple's brand relevance nationally
• Make Snapple present on television
• Use Public Relations (earned media)
• Grow purchase frequency 9x to 10x per year in the heartland and 1x
to 3x per year outside the heartland
MISSION
Snapple
Fact 3 Beavers can hold their breath for 45 minutes under water.
4. Since 1972, Snapple has been working towards the same goal: providing the
best tea and juice drinks Made From the Best Stuff on Earth.
The brand's drive is to expand its product nationally, gaining more brand
loyalty through creative marketing and outreach. Snapple has consistently
gone against the grain by being quirky and fun with wacky advertisements,
misprinted labels, and the ever-popular Snapple Facts. Leading in the premi-
um tea market, Snapple continued its momentum with its volume up more
than seven percent in 2014-2015. Snapple has continuously provided its con-
sumers with an array of flavors to accommodate diverse taste throughout the
United States. It recently introduced“Snapple Lightly Sweetened Teas”in the
ready-to-drink tea category, meeting the needs of those who prefer a more
natural, less sweet flavor.
THE CLIENT
Snapple has attempted to utilize different approaches to expand its brand
and personality, but has not effectively delivered a successful marketing
outcome. Its commercials appear to be low-budget and have no clear target
or motive. Its brand personality remains quirky and unique by providing its
audience with simple humor. On top of this, it has poorly executed hashtags,
such as #LoveSnapple. This hashtag failed because it told its audience to
“love”the product, but never solidified why they should or why this product
is important to them. It expected the audience to market the brand for them,
which resulted in little engagement.
In regard to brand growth, Snapple only had a 1.5 percent volume increase
according to Dr. Pepper Snapple Group’s annual 2015 financial highlights.
CURRENT SOLUTION
Snapple
Fact 4 Slugs have four noses.
RESEARCH
5. AriZona is one of the only brands that resonates as much with men as it does with women. AriZona benefits from its associa-
tion with golf legend Arnold Palmer, as well as its packaging — with checkerboard design and bold colors —skewing to both
men and women.
Lipton has established itself as one of the leading tea brands in the Unites States with its 31 percent market share. It offers hot
and cold teas, fountain drinks, and ready-to-serve powder mixtures for iced teas. Lipton has a leading presence in global mar-
kets including France, Saudi Arabia, and China.
Brisk has gained its popularity through its artist-designed cans, partnerships with Foursquare and Stickybits, and humorous
stop-motion films starring famous people such as Eminem and Ozzy Osbourne. This was all under a bold and catchy“That’s
Brisk, Baby”tagline.
The U.S. beverage market is a multi-billion dollar industry and is highly competitive with businesses such as The Coca-Cola Company and PepsiCo, Inc. that
collectively hold about 70 percent of the United States CSD market. Dr. Pepper Snapple Group, Inc. is a key competitor next to Monster Beverage
Corporation. According to the American per-capita beverage consumption for 2010, the average American consumes about 11.5 gallons of fruit juice a year
and 10.3 gallons of tea. After water, tea is the most widely consumed beverage in the world, with almost all users other than Americans drinking the beverage
hot. Iced tea is considered a U.S. phenomenon and one that has been growing in popularity since Snapple’s debut in 1972.
SITUATIONAL ANALYSIS
Snapple
Fact 5 Camels have three eyelids.
RESEARCH
COMPETITIVE ANALYSIS
While Dr. Pepper Snapple Co. is one of the key competitors in the beverage market, in regard to brand growth, Snapple has only had a one percent volume
increase, according to 2014 annual financial highlights. Snapple's sales have declined due to competitors exploring different integrated marketing techniques
and distribution channels. Snapple has the potential and personality to make great impressions through the right promotions and the use of diverse media
channels.
PRIMARY COMPETITORS
ANALYSIS
6. Distinguishable Brand - Snapple is a recognized brand that has an established
personality of being unconventional and fun.
Product Line - Snapple has 29 flavors, including diet products, that are sold in
containers ranging from 16 oz bottles to one gallon containers for sharing.
Market Diversity - Snapple offers both tea and juice, effectively competing in
both market segments.
Uniqueness - There is a high awareness of Snapple's unique cap pop and the
Snapple Fact beneath the cap.
STRENGTHS
Development - Snapple has the opportunity to grow as a company by
maturing its personality into an upgraded version of itself.
Multiple Audiences - Snapple has the opportunity to target wide ranging
demographics in its communications.
Personalizing Snapple - Snapple has the opportunity to connect with its
consumers by establishing a developed message that is relevant to the
consumer’s lifestyle.
OPPORTUNITIES
Outdated Content - Snapple has not taken advantage of various social
media platforms including Instagram, Twitter, Facebook, and YouTube. Their
message has not been tailored across platforms, limiting the engagement
with their audience.
Product Placement - Snapple advertises itself as a juice and a tea brand.
There is no clear marketing of this. In supermarkets, consumers are lost on
where to find the product due to lack of brand classification.
Promotional engagement - The majority of Snapple’s promotions have
been in the product itself through Snapple facts. Though consumers are
aware of the facts, these facts lack any deeper engagement.
WEAKNESS
Competitors - Snapple competes with value brands that offer a similar
product for cheaper price.
Limited Distribution - Snapple is not commonly distributed as a fountain
drink and has limited distribution through vending machines and events due
to its glass bottle.
Health - Consumers are largely more health conscious when purchasing
Juice and tea drinks. Snapple is perceived as unhealthy and high in sugar.
Weather - Snapple is primarily a seasonal drink that is associated with
daytime consumption during summer.
THREATS
Snapple
Fact 6 A honey bee can fly at 15 mph.
RESEARCH
S W O T
7. The challenge in determining Snapple’s target audience was the brand’s double identity as both a tea and a juice . This meant we had to
research both the tea and juice markets to understand how to properly market the drink to consumers. Because of this, we analyzed our target audience in
two groups: Snapple’s teas and Snapple’s juices.
RESEARCH
Snapple
Fact 7 A queen bee can lay 800-1,500 eggs per day.
AGE
_______
ETHNICITY
___
____
INCOME
_______
LOCATION
_______
MARITAL STATUS
_______
CHILDREN IN HOUSEHOLD
_______
EDUCATION
_______
GENDER
DEMOGRAPHICS
25 - 34
ASIAN
70th-90th PERCENTILE
CA | NY | NJ | PA
NEVER MARRIED
ONE
GRADUATED COLLEGE
MALE / FEMALE
18 - 24
AFRICAN AMERICAN
HISPANIC
BOTTOM 40th PERCENTILE
CA | NY | NJ
NEVER MARRIED
ZERO
IN COLLEGE
MALE / FEMALE
TEA JUICE
PSYCHOGRAPHICS
When analyzing psychographics, we emphasized traits that were
common among Snapple’s tea and juice drinkers. The reason we looked
for commonalities in this section is because the brand needs to be sold as
one entity, even though it appeals to two different markets. According to
Simmons and focus-group responses, notable common traits include:
• Being an approval-seeking shopper
• Having a high involvement in television and magazines
• Being receptive to advertising
• Desire to travel
• Avid music listeners
• Identity of being dominant and in control
• Enjoyment of taking risks
• A self-concept of being brave and courageous
In the Simmons database, our target market ranked themselves as being
“far above average”in terms of being brave and courageous. This finding
became the foundation of our overarching idea that led to the execution
of our campaign.
TARGET AUDIENCE
8. • Grew up in Los Angeles and his family is originally from Japan
• Graduated with a Bachelors in business from a San Francisco
Bay Area school
• Lives in a studio apartment in The City with Hank, his dog
• Uses BART to get to work every morning, streaming music
from his phone
• Works as a sales representative for a mid-sized company
• Looks forward to exploring the new Peruvian restaurant that
opened in The Mission District
MICHAEL
29 years old
LOVES HIS PEACH TEA
RESEARCH
Snapple
Fact 8 A bee has five eyelids.
SARAH
21 years old
LOVES HER KIWI STRAWBERRY
Through the Simmons online database, surveys, and focus groups, we were able to obtain a number of similarities between both tea and juice drinkers. Again,
we searched for similar beliefs because Snapple is one brand with two target markets. Below are the most impactful traits we found:
MILLENNIAL BEHAVIOR
These attributes told us the selling points of Snapple and assisted us in crafting how we chose to promote the brand. Many of the decisions made in the mar-
keting and creative process were based on the data we found during our research from which we created the following personas.
CHOOSE THEIR DRINK
BASED ON BRAND
PREFER TO DRINK OUT
OF A GLASS BOTTLE
DRINK TEAS JUICE
DURING LUNCH
TASTE IS LEADING FACTOR
WHEN CHOOSING DRINK
• Born and raised in Queens, New York; she has NYC in her DNA
• Currently studying undergrad in Queens College
• Shares an apartment with three other students
• Works in Time Square and uses MTA to get to work, taking
advantage of the time to read her Cosmo magazine
• Works part time at Johns of Times Square Pizzeria to help pay
for tuition
• After a busy week of school and work, she enjoys going out for
drinks with her co-workers to celebrate Friday
MILLENNIAL PERSONAS
CONSUMER BEHAVIOR
9. Establish Snapple as the millennial's preferred brand and the common link to
life’s best moments.
CREATIVE OBJECTIVE
Snapple Facts are what people think of and relate to Snapple, and the fact is,
this worldwide success of a campaign launched in 2002. Our strategy is to
capitalize on the essence of this campaign, the sense of exploring the
unknown with the twist of a cap. The key insights into millennials that
shaped our strategy can be summed up with the words brand, bottle,
brunch...and taste - sorry, we ran out of B words.
• Millennials form allegiances with Brands and go out of their way to
purchase their brand.
• Glass Bottles improve the taste of what they drink. Speaking of
bottles - Snapple's bottle shape is highly recognized.
• Most tea and juice drinks are drank during breakfast and lunch
• Taste is the leading factor when choosing what to drink.
So how do we market Snapple in a way that addresses this? Not by launching
a typical advertising campaign, but by launching a movement that just hap-
pens to be brought forth by Snapple.
The success to any movement is that it needs to be felt by people - millenials
are going to feel Snapple.
That single feeling that combines unpredictability, excitement and
nervousness; this feeling ultimately leads to a great thing. It is that single
feeling that we want to convey with our campaign, that feeling of Uncapping
CREATIVE STRATEGY
To properly execute Uncap Life, our campaign needs to both reintroduce
Snapple's vast flavors to our audience and make a connection that resonates
with our consumer's own feeling of Uncapping Life. Because these are two
distinct goals, our campaign approach is separated into two phases.
Phase I is a reintroduction of Snapple to our audience. Everybody is familiar
with Snapple, yet it has poor top-of-mind awareness. This phase is a largely
visual and digital campaign where Snapple's diverse product line is the focus.
The visuals are dynamic and the color pallets are familiar to those associated
with Snapple and their packaging. We focus on representing their offerings
in the juice and tea markets, including diet variations, which in many cases
perform on par with original flavors.
Phase II connects their plethora of flavors to millennials by associating
Snapple with the consumer and the feeling of Uncapping Life. We establish
this connection with the introduction of our television advertising campaign.
The bridge between these two phases are through our dynamic social
content and promotions. These elements engage millennials with relevant
content, but simultaneously generate a deeper connection with Snapple.
APPROACH
CREATIVE
Snapple
Fact 9 The average speed of a housefly is 4.5 mph.
10. PRINT ADS
Snapple
Fact 10 Mosquitos are attracted to people who just ate bananas.
CREATIVE
PRINT ADS
Our print ads consist of three ingredients: the featured flavor, the Snapple cap and the prompt to Uncap Life. Our ads are designed to refrain you from
turning the page and make an impression quickly. An expression commonly referenced is that a picture is worth a thousand words, which is why our ads have
such limited text - we don't need it. Millennials know what Snapple is, what they need is to be reminded of all of Snapple's flavor offerings in a way that is not
invasive to their me time.
Snapple's mass flavor offerings makes it inefficient to promote all of them; that is 29 unique advertisements and an ineffective use of budget. For this
reason, our campaign focuses on three flavors that cover the range of Snapple's offerings: Peach Tea, Kiwi Strawberry and Snapple Apple. All three flavors
are among Snapple's top sellers, and they provide a diverse representation of Snapple as a brand. By focusing on 3 flavors, it also provides visual consistency
throughout all of our campaign elements, provides consistent messages and promotes established flavors that are proven to be loved by consumers.
11. CREATIVE
Snapple
Fact 11 Flamingos turn pink from eating shrimp.
PRINT AD VARIATIONS
A centric element of Snapple's future success is in maintaining and growing
its market share within the Latino community. For this reason, we will run
advertisements in Spanish in Latino-dense communities in California, Texas,
New York, and Florida.
SNAPPLE EN ESPAÑOL DIET FLAVORS
Diet Peach Tea, Diet Half and Half Tea/Lemonade, and Diet Raspberry are
three of Snapple's highest selling flavors; therefore, creating diet versions of
our print ads just makes sense. These ads look the same as our primary ads
to bring home the point that just because it's diet, it doesn't have to
taste (or look) like it.
In creating our print ads, we needed to address two key facts: Latinos are the fastest growing minority in the United States and diet flavors sell equal to
non-diet flavors; which is why our print campaign also includes variations in Spanish and for diet flavors. The layout and content within the ad are the same
as our primary ads, this is done to maintain consistent brand messaging and imagery, that way when an ad is seen, it says Snapple regardless of the language.
12. Snapple
Fact 12 Emus and kangaroos cannot walk backward.
CREATIVE
OUTDOOR
The premise of our campaign is to Uncap Life, you can't do that
from your couch, so naturally our campaign is heavy on outdoor
marketing.
Similar to our print ads, our billboards are simple and to the point.
With the hashtag displayed, our outdoor ads are customized to
our top 20 target markets, creating a personalized connection
with our audience.
In addition to billboards, our outdoor ads have immersive and
innovative elements. We do this by putting the Snapple cap in
doors of transits, malls, airports and other high traffic areas. The
message is simple: Snapple opens the doors to uncapping your
life.
In both scenarios, the prompt is for people to connect to our
social channels using the hashtag #UncapLife. Once there, our
digital content, as well as promotions, will engage our audience in
using various aspects of our promotional strategy.
13. Snapple
Fact 13 Cats have over 100 vocal chords.
CREATIVE
RADIO | TELEVISION
Step outside and it is likely that you will notice passersby with white head-
phones in their ears. Request an Uber or Lyft and immerse yourself in music
when you get in the vehicle.
Radio is very much alive and listened to by millennials - 67 million of them, to
be exact - which is why we use it to promote Snapple in both broadcast and
online streaming.
Our More Than 99 Cents ad addresses the vast competition from value brands
in the Tea and Juice markets. The Snapple Beverage Rally is a rap that uncaps
the rhythm that Snapple is known for - marching to the beat of their own
drum.
SNAPPLE BEVERAGE
RALLY (0:30)
Millennials are busy and constantly planning and fulfilling responsibilities.
They go to school, then go to work, squeeze in a work out, and of course, plan
to go out for a few drinks. It's in this constant stream of gos that we want
millennials to stop and refresh - literally.
Our commercials address everyday decisions and routines, and explore the
possibilities of what could happen if they break from the daily routine and
Uncap Life.
RADIO TELEVISION
MORE THAN
99 CENTS(0:30)
UNCAP LIFE (0:30)
14. Snapple
Fact 14 Camel’s milk does not curdle.
CREATIVE
SNAPPLE TRUCK
July - August 2017
Facebook | Twitter | Instagram | Pinterest
WHEN
CHANNELS USED TO PROMOTE
The food truck market is one that is growing in the United States., and our
agency saw an opportunity to make Snapple relevant within it. We devised
a promotional concept to make our product mobile with our Snapple Truck
Promotion. The Snapple Truck will visit markets that have a high number of
milennials and tea and juice drinkers. With this approach, we are able to inter-
act with our consumers on a personal level and visit local markets nationally.
Consumers will be able to follow our ten state road trip through Twitter,
Facebook, Instagram, and Pinterest. A structured map will be made and
distributed on Twitter to inform our audience of our stops throughout the
United States that are divided into two routes: East and West.
Facebook will introduce the campaign with“coming soon”messaging and
status updates. Instagram and Pinterest will be used to visually entice our
consumers to engage with the Snapple Truck.
BuzzFeed will publish articles that captures the trend that will reach multiple
audiences. This Converged Media campaign will use these outlets to increase
Snapple's brand awareness, consumer engagement, and sales.
TRUCK ROUTE
TRUCK EAST
New York, NY
Jersey Shore, NY
Miami, FL
New Orleans, LA
Fayetteville, AR
Dallas, TX
TRUCK WEST
Portland, OR
San Francisco, CA
Los Angeles, CA
Denver, CO
Albuquerque, NM
Dallas, TX
Truck West starts off in Oregon, traveling through the Golden State, and up to
the Rockies. Truck East starts where Snapple was founded - in New York City,
making its way down the coast to Miami and New Orleans.
East meets West in Dallas, the heart of America and headquarters of
Dr. Pepper Snapple group.
16. CURRENT SNAPPLE SOCIAL MEDIA PRESENCE
3.3 M 97.4K 10.5K 4.2K 329
Snapple already has an established social media presence expanding over a range of social media channels. Our promotional plan involves leveraging this
connection with our audience and encouraging a dynamic conversation and participation throughout our existing social platforms and beyond.
Snapple
Fact 16 The world’s termite outweigh the world’s humans about 10 to 1.
CREATIVE
ONLINE PROMOTIONS
SNAPPLE SPIRITS - UNCAP IT YOURSELF
REVAMPED WEBSITE
It is important for every website to rebrand themselves, and Snapple is no ex-
ception. Our revamped website will feature a constant stream of new content
generated from our hashtag #UncapLife and updated color pallets.
Consumers will enter in a Snapple Spirits campaign to make the ultimate
alcoholic drink using Snapple. Nationally, about 44 percent of adults in our
target demographic drink some type of liquor. In 2015, Snapple entered the
mixed drink market with the release of the Spiked Peach Tea in Canada.
We will use Instagram, Twitter, and YouTube to Uncap it Yourself and
engage our audience with the hashtag #SnappleSpirits. Constant updates on
the mentioned platforms will encourage our consumers to post and share
content. Monthly contests will be held for the best new Uncap it Yourself”
recipe.
Winners will receive various Snapple merchandise. This promotional
campaign will be concentrated on the hashtag #SnappleSpirits and create
brand awareness for our product, while allowing our target audience to join
in on the experience of Uncap Life.
2017 calendar year
Facebook | Twitter | Instagram | Youtube
WHEN
CHANNELS USED TO PROMOTE
May - August 2017
Facebook | Twitter | Instagram | Youtube
WHEN
CHANNELS USED TO PROMOTE
17. Snapple
Fact 17 A hummingbird weighs less than a penny.
CREATIVE
SOCIAL MEDIA STRATEGY
WHY SOCIAL MEDIA?
Millennials are social media enthusiasts and active sharers. They are using so-
cial media more than any other demographic. This generation is referred to as
digitally native, meaning these individuals were born after the adoption of
digital technology, therefore it plays a huge role in their lives. Research shows
that 3 out of 4 millennials have a smartphone with access to social media.
They are actively engaged with social content and share content regularly as
a reflection of themselves. In fact, 88 percent of millennials post to make the
people around them smile and laugh. Millennials seem to be seeking a more
immersive social experience that allows them to share and absorb content
that is a representation of themselves.
Our objective for social is to increase brand awareness and brand interest
with millennials by 20 percent. The strategies we will use are:
• Utilize our #SnappleSpirits campaign to develop more engagement
through all platforms
• Generate content regarding the Snapple Truck and their journey
across the U.S.
• Encourage and promote the use of #UncapLife throughout our year-
long campaign
SOCIAL MEDIA PLATFORM USAGE AMONG MILLENIALS
PINTEREST
INSTAGRAM
TWITTER
YOUTUBE
FACEBOOK
Instagram is a way to share your life with followers through a
series of pictures or videos. This social network enables users
to take pictures and videos, and share them either publicly or
privately on the app.
Facebook is a popular social networking website that allows
registered users to create profiles, upload photos and video,
send messages, and keep in touch with friends, family and
colleagues.
Twitter is a service for friends, family, and coworkers to com-
municate and stay connected through the exchange of quick,
frequent messages of up to 140 characters.
YouTube allows billions of people to discover, watch, and
share originally-created videos. It acts as a distribution plat-
form for original content creators and advertisers large and
small.
Pinterest is a social network that allows users to visually share
and discover new interests by posting images or videos to
their own or others' boards, as well as browsing what other
users have pinned.
18. Snapple
Fact 18 A jellyfish is approximately 95 percent water.
CREATIVE
PRO BONO | PUBLIC RELATIONS
Uncap Life doesn't stop at opening an individual bottle; we want to give a
chance for everyone to experience life differently. It’s important that
Snapple gives back to the community and changes lives beyond their taste.
According to the U.S. Congress, over 45 million Americans have a
registered disability, and we know that having a service dog can be life
changing for someone in need. With our Uncap Life campaign, we plan to
give 50 percent of the proceeds from the Snapple Trucks to the Freedom
Service Dogs Foundation and Assistance Dog Training Program. These
programs take in rescue dogs from city shelters and gives them the chance to
help a person in need.
According to data released by research firm GfK during Global Pet Expo in
2015, millennials have surpassed boomers as the largest U.S. pet-owning
population. That means 35.2 percent of the United State's 83 million millenni-
als own a dog.
Our Uncap Life campaign wants to give back to a cause that can improve the
lives of millions of Americans in communities nationwide.
After all, it only makes sense that the brand made of The Best Stuff on Earth
gives back to man's best friend.
PRO BONO PUBLIC RELATIONS
Snapple will have prepared a press kit announcing the launch of Phase II of
the UnCap Life campaign. In this kit, we will assemble a company profile,
factsheet, media list, media alerts, and press publications. We will distribute
a press release at the start of the Snapple Truck promotion in both New York
and Oregon - where the promotion begins - as well as all other destinations.
One media alert will be released to the publications BuzzFeed, ABC news,
and other media groups throughout the U.S. before we finalize the end of our
Snapple Truck campaign in Dallas, Texas.
19. Let's talk Snapple:
• Snapple offers 29 different flavors, including tea, juice, and diet variations
• Millennials are the most racially diverse generation in the United States
With such a wide ranging product and audience, our campaign approach needs to be a comprehensive integrated communications campaign in order to
not only reach our audience, but to connect with them. When implementing our campaign, we focus on three different flavors: Kiwi Strawberry Juice, Peach
Tea, and Snapple Apple. We do this to reach the Snapple tea drinker, juice drinker, and pay homage to Snapple's New York roots. Due to our budget, we focus
our campaign on these three specific flavors that are representative of our market. We can't stop here though, we are talking about millennials and novelty,
where new content is crucial. This is how we expand our proposed campaign in the coming years to include Mango Madness, Green Tea, and Lemonade.
CAMPAIGN OVERVIEW
Snapple
Fact 19 Children tend to grow faster in the spring.
CREATIVEPRINT
OUTDOOR
ONLINE
PROMOTIONS
SOCIAL
TVRADIO
Bright
Bold
Beautiful
Our print ads
showcase
Snapple’s flavors.
Attention
grabbing
Commanding
action:
#UncapLife
Buzzfeed Quizzes
YouTube
Spotify
All web
All the time!
Criss
Cross
Apple
Sauce
From NYC to LA,
Snapple Truck
visiting your city!
Tweet
Like
Follow
Share
From Facebook
to Instagram - we
are SO social.
Network
Cable
Broadcast
Streaming
Power up your
TV/Radio and have
a Snapply time!
20. Our campaign will utilize traditional and non-traditional media in tandem to
showcase Snapple’s quirky attitude and broad spectrum of flavors. Our
campaign will consist of two separate communication strategies for each
phase. Phase I is focused on print, social, and outdoor, while Phase II is focused
on television and additional social.
With our millennials equaling 83-million strong, the objective for this media
plan is to reach 75 percent of our target audience with a minimum frequen-
cy throughout our seven-month long campaign. As previously noted, we
have broadened our audience to millennials 18-34 with a primary focus on
the 30-year-old consumer. Because the younger segment represents a large
portion of purchases for the Snapple brand, we believe our media efforts
will capture their attention naturally. The average millennial spends about 18
hours a day consuming media – often on multiple platforms at once. We plan
on using a wide range of media outlets that align with the media
consumption habits of our target audience.
MEDIA OBJECTIVES
We will coordinate the execution of these specific media placements based
on Phase I and Phase II of our marketing campaign. Phase I will take place in
the months of March, April, and May, while Phase II takes place between May
and September.
TIMING
OVERVIEW
Snapple
Fact 20 Broccoli is the only vegetable that is also a flower.
MEDIA
Millennials 18-34
75 percent
Minimum 4.0
$40 million
March - September
National coverage
Plus top-20 spot market
TARGET AUDIENCE
REACH
FREQUENCY
BUDGET
TIME FRAME
GEOGRAPHICAL COVERAGE
21. Millenials redefine what it means to“sit back and enjoy the show”
Though you might think that millennials aren’t consuming media through
cable TV, new data shows that TV is still the most influential advertising
medium amongst this generation. Although it is an effective way to reach our
audience, we need to be cognizant of how they are watching TV. Since 46
percent of American adults ages 18-35 pay for cable TV services, they haven’t
cut the cord completely as they now seek to find their favorite shows on a
tablet or mobile devices. Studies show that 58 percent of millennials prefer
online videos over cable, and tend to“binge watch”their favorite shows. This
generation prefers to have an abundance of episodes to watch at their dis-
cretion. This doesn’t mean they’ve cut the cord on cable TV, just that they are
now more likely than ever to stream shows on other devices
Snapple
Fact 21 Almonds are part of the peach family.
MEDIA
TELEVISION
According to the insight obtained from our focus groups, Snapple juices and
teas are primarily consumed with lunch. We will advertise during three time
slots - Early Fringe, Primetime, and Late Night in both broadcast and cable to
remind our consumer that a Snapple beverage is great during all hours of the
day. These three slots were chosen based on the average reach it contribut-
ed to our campaign. The Primetime and Late Night slots have the ability to
capture the most millennials. Most often, shows aired during those hours are
those of the millennials top interest.
WHEN
4:30 p.m. to 7:30 p.m.
8:00 p.m. to 11:00 p.m.
11:00 p.m. to 1:00 a.m.
30 second slots
EARLY FRINGE
PRIME TIME
LATE NEWS | LATE NIGHT
DURATION
WHERE
Empire
Scandal
The Big Bang Theory
Family Guy
The Voice
The Simpsons
The Bachelor
American Idol
Grey's Anatomy
Modern Family
Popular millennial TV shows
according to Neilsen data:
22. Snapple
Fact 22 Alaska has the highest percentage of people who walk to work.
MEDIA
RADIO | MAGAZINES
Millenials tune into radio often
Whether it be in the car, or streaming a radio station, millennials still listen
to AM/FM radio, and it’s still a viable medium to reach our target audience.
According to a Neilson report generated in mid 2015, millennials hold the
majority when it comes to weekly radio listeners by generations in the U.S.,
and overall listen to radio for about 11 hours a week. Nearly 73 percent of
their listening is done outside of the home and while they are making their
purchase decisions.
Millennials today typically listen to a wide variety of genres, and are always
looking for new music. Two particular genres that get the most attention are
hip hop and country.
RADIO
6:00 a.m. to 10:00 a.m.
10:00 a.m. to 3:00 p.m.
3:00 p.m. to 7:00 p.m.
7:00 p.m. to 10:00 p.m.
30 second slots
MORNING AM DRIVE
DAYTIME
AFTERNOON PM DRIVE
NIGHTTIME
DURATION
Millenials are engaged readers, but particular about what they read
Overall, millennials are more diverse than the generations that precede them,
with roughly 44 percent being part of an ethnic group other than
caucasian. According to secondary research, 40 percent of millennials said
they consume English and Spanish language media equally, which is why we
will advertise in both English and Spanish versions of the magazines select-
ed. Not only are millennials more inclined to read both English and Spanish
magazines, but they’re also looking for information they can access on their
devices.
By having a magazine selection that caters to both their language and digital
needs, we can expect a greater reach.
MAGAZINES
Cosmopolitan
Esquire
Elle
Marie Claire
Men's Health
Primer
Redbook
Women’s Health
Cosmopolitan Español
Men's Health en Español
ENGLISH MAGAZINES
SPANISH MAGAZINES
23. MEDIA
Snapple
Fact 23 The San Francisco cable cars are the only mobile national monument.
OUTDOOR | ONLINE
Millenials consume outdoor media as well
By picking the highest millennial-dense cities for our spot market campaign,
our outdoor media selection will reach roughly 75 percent of our target audi-
ence as a whole. Our outdoor media will include billboards, transit, and
street furniture.
OUTDOOR
Atlanta, GA
Boston, MA
Chicago, IL
Cleveland, OH
Dallas - Ft. Worth, TX
Denver, CO
Detroit, MI
Houston, TX
Los Angeles, CA
Miami - Ft. Lauderdale, FL
Minneapolis - St. Paul, MN
New York, NY
Orlando, FL
Phoenix, AZ
Philadelphia, PA
Sacramento - Stockton, CA
San Francisco, CA
Washington, DC
Seattle - Tacoma, WA
Tampa, FL
TOP 20 SPOT MARKETS
FOR MILLENIALS
Millenials must always be online or using a device
According to secondary research, one in five millennials access the web
through a mobile device, and the average time spent using their devices per
day is 5.4 hours for social media alone. Because of the importance of online
news and social media, we must have digital media strategies to keep millen-
nials attention throughout the day.
Adweek noted brands need to stay engaged with their consumer on social
media, as 62 percent of millennials reported that if a brand engages with
them on social, they are more likely to become a loyal customer. With that
information, we have decided to advertise on relative social platforms such
as Facebook, Instagram, YouTube, Twitter, and Pinterest. Alongside our social
ads, we have incorporated news and entertainment websites such as Buzz-
Feed, Elite Daily, Amazon, Spotify, and Pandora. These are the top rated web-
sites amongst millennials, which will give us the greatest exposure.
ONLINE
DIGITAL MEDIA OUTLETS
Youtube
Facebook
Instagram
Twitter
BuzzFeed
Pandora
Spotify
MASS MEDIA OUTLETS
Television
Radio
Outdoor
24. MEDIA
Snapple
Fact 24The state of Maine has 62 lighthouses.
CAMPAIGN IMPLEMENTATION
Finding the right balance and progression of our campaign elements is cru-
cial to not only maximize impressions, but to convert those impressions into
results.
Our campaign rolls out in Spring 2017 with Phase I, and it is no coincidence
- we want to capitalize on the months leading up to summer, which is when
Snapple sales are highest.
As spring blossoms, so does our message shifting from Phase I to Phase II
and the launch of our television commercials. Furthermore, we amplify our
sponsored and paid online advertisements to introduce Snapple Truck and
Snapple Spirits.
Summer brings in our Snapple Truck promotion, traveling the country and
making Uncap Life a personal, one-on-one experience with millennials in
target markets. We also mix things up with our Snapple Spirits - a mixture of
Snapple cocktails.
As the sun sets on summer, we have one large push in September coinciding
with the return of classes and school routines.
2017
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Print | Outdoor | Online | Social | Radio
Sustain Print | Outdoor | Online | Social | Radio
Start promotion for Snapple Truck
Launch Snapple Truck
Launch TV Commercial Campaign
Launch Snapple Spirits
Amplify Social Campaign
TV Campaign with all three commercials
26. Budget | Rationale | Evaluation
Snapple
Fact 26 A ball of glass will bounce higher than a ball of rubber.
BUDGET | RATIONALE | EVALUATION
Upon reviewing our campaign, we devised the best way to distribute $50
million.
BUDGET
This campaign's budget is estimated to be $50 million. Of this total, an
estimated $40 million has been allocated for media purchases including
television, print and outdoor. Of the remaining $10 million, $4.5 million
will go towards paid social media , amplifying the reach of our content and
maximizing interactions with consumers. Digital media such as Pandora and
Spotify are also an important element of our campaign for which we estimate
$257,000 from our budget. Our Snapple Truck Promotion and public relations
campaign accounts for $1.5 million. Lastly, about $3.3 million will go to-
wards agency fees and $700,000 to support our evaluation analysis. With this
integrated communication strategy, our expectation is to increase Snapple’s
sales by 20 percent.
RATIONALE
Throughout our campaign, various surveys will be distributed to measure
success and effectiveness on the target audience. Additionally, we will be
measuring the audience's reception of our creative execution through:
• Post-exposure focus groups to confirm that each element is
resonating with our audience throughout the U.S.
• Metrics and analytics provided by all major social platforms to track
impressions and engagement with our digital content
• The Snapple Truck will interact with our audience one-on-one, giv-
ing us firsthand feedback .
Using these resources, we will compile monthly reports to ensure our content
is resonating with our intended audience. We will also calculate how our
social media, impressions, and overall campaign performance compare to
our competitors.
EVALUATION
27. Snapple
Fact 27 Chewing gum while peeling onions will prevent you from crying.
SOURCES
AAF Nielsen DATA
http://www.nielsen.com/us/en/insights/news/2014/for-advertisers-radio-is-worth-listening-to.htm
AAF Simmons Database
Arbreton, A., Twersky, F.,(2014, April) BENCHMARKS FOR SPENDING ON EVALUATION, Retrieved from The William and Flora Hewlett Foundation
http://www.hewlett.org/sites/default/files/Benchmarks%20for%20Spending%20on%20Evaluation_2014.pdf
Bailey, S., (2014, November 20), In challenging times, soft drinks makers optimize and thrive. Market Realist. Retrieved from
http://marketrealist.com/2014/11/challenging-times-soft-drinks-makers-optimize-thrive/
Brbaklic, D., Brisk Iced Tea Hits $1 Billion In Sales.Branding Magazine. Retrieved from
http://www.brandingmagazine.com/2012/01/31/brisk-iced-tea-hits-1-billion-in-sales/
Consoli, J. (2015, April 1),MBPT Spotlight: The 18 Shows You Should be Advertising In To Reach Millennials.The Business of Television Broadcasting and cable. Retrieved from
http://www.broadcastingcable.com/news/upfront-central/mbpt-spotlight-18-shows-you-should-be-advertising-reach-millennials/139335
Cooper, J., (2015), Cooking Trends Among Millennials: Welcome to the Digital Kitche. Retrieved from think with Google
Cost of Radio Advertising in Lost Angeles,(2016, 21 March),Retrieved from Gaebler Resources for Entrepreneurs
http://www.gaebler.com/Cost-of-Radio-Advertising-In-Los+Angeles---CA
https://www.thinkwithgoogle.com/articles/cooking-trends-among-millennials.html
Donaldson, D., (2015, April 1), Baby Boomers, step aside: Millennials now own more pets
http://www.petfoodindustry.com/articles/5049-baby-boomers-step-aside-millennials-now-own-more-pets
Food Truck Business, (2015, June 3), Boston Food Trucks Blog. Retrieved from
http://www.bostonfoodtruckblog.com/food-truck-wraps/
Glassberg, B., Retrived from New York Magazine.com
http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
Haynes, M. (2015, March 31), Canada Dry Mott’s new product love affair.
http://strategyonline.ca/2015/03/31/canada-dry-motts-new-product-love-affair/
Hinckley, D., (2014, 5 March), Average American watches 5 hours of TV per day, report shows, Retrieved from New York Daily News
http://www.nydailynews.com/life-style/average-american-watches-5-hours-tv-day-article-1.1711954
Intuit, Food Truck Nation, Statistic Brain Research Institute, (2015, February, 5) Retrieved from
http://www.statisticbrain.com/food-truck-industry-statistics/
Kobliski,(2016, January 17),No matter who you're trying to reach, you'll find plenty of opportunities on network television, Retrieved from Entrepreneur.com
http://www.entrepreneur.com/article/83108
LePage, E., (2014, 6 November), A Beginner’s Guide to Social Media Advertising, Retrieved from Hootsuite
https://blog.hootsuite.com/beginners-guide-to-social-media-advertising/
Linton. I., Advertising Agency Fee Structure, Retrieved from
Small business.chron.
http://smallbusiness.chron.com/advertising-agency-fee-structures-57126.html
Manning, S., (2015, February, 19), Rescue Pit Bulls Act As Service Dogs For People In Need, Fight Against Stigma, Huffpost Good News.
http://www.huffingtonpost.com/2015/02/11/pit-bull-service-dog_n_6662462.html
Men's Health Magazine Advertising Cost, (2016, 24 March), Gaebler Resources for Entrepreneurs
http://www.gaebler.com/Men's+Health-magazine-advertising-costs++29094
