The proposal outlines a campaign to increase Snapple's market share among 18-24 year olds outside of its core Midwest region. The "Find Your Flavor" concept will showcase unique personalities through humorous ads. Focus groups chose this concept over "Simply Sweet" and "Tap Into Your Fun Side". The media plan allocates most of the $50 million budget to TV, sponsorships, and digital. Promotional strategies include sponsoring festivals, cause-related honey bee preservation, and celebrity endorsements. Pre- and post-testing will evaluate the campaign's effectiveness.

1. REVIVAL MEDIA:
A D R I A N V A L L E J O, A L L I S O N M C C O L L I S T E R , E L L I E Y O U NG , J E S S I C A B L A C K , M A G GI E V A L D E S , Z A C H A RY D U P U I S
MINI CAMPAIGN PROPOSAL

2. S I T UAT I O N A N A LY S I S
e x e c u t i v e s u m m a r y
Marketing & Advertising
Objectives
•Increase market share by 3%
•Grow purchase frequency of heavy and light users
•Grow brand relevance outside of the Heartland
•Convert high awareness of Snapple to top of the mind awareness
Target Audience •18-24 year olds
Creative Concept •“Find Your Flavor”
Media
•Print, TV, Internet, social media
Promotion Strategy & IMC Efforts
•Sponsorship events, cause-related marketing, public relations, celebrity endorsement; sales
promotion: samples, contest/sweepstakes, Snapple vending machine & earned media objectives
Media Plan
•Budget: $50 million
•Reach-oriented
•Pulsing strategy
•Emphasis in non-heartland (Midwest, esp.)
•Less of budget allocated to heartland
•Media: Digital: Internet, Television, Print (Magazines), Outdoor
Campaign Evaluation Plan
•Pre-testing: survey
•Concept testing: focus groups
•Post-Testing: track profits; engagement and likeability tests

3. S I T UAT I O N A N A LY S I S
m a r k e t / i n d u s t r y
Revenue of $5.4 billion
Total profit of $315.3 million
Average annual growth of 4.9%
Estimated average annual growth of 1.1%

4. S I T UAT I O N A N A LY S I S
b r a n d & p r o d u c t
Created in 1972, New York
Owned by Dr. Pepper Snapple Company
Unique, quirky, playful brand
Most recently: “Born in New York, Made for Everyone”

5. S I T UAT I O N A N A LY S I S
c o m p e t i t i o n

6. S I T UAT I O N A N A LY S I S
c u r r e n t t a r g e t c o n s u m e r
Brand disconnect
Current target too broad
Shift in target audience
Gap between heartland and non-heartland consumers
Brand awareness

8. S I T UAT I O N A N A LY S I S
S W O T
Strengths
• Established brand due to
acquisition with Dr. Pepper
• Positive brand reputation
• Loyal Heartland consumers
• Sustainable practices
• Different packaging for the
product
• Caffeinated drink
• Real facts under the caps
• A lot of flavor variety
• Unique, quirky brand
image
• Affordable costs
Weaknesses
• Not in a lot of consumers
consideration sets
• A lot of outside
competition
• No international exposure
• 4th place in tea brands
• Not many consumers
outside of the heartland
Opportunities
• New target markets
• Diversifying into different
categories
• Acquisition of other brands
• Low calorie and diet drinks
• Organic products
• International industries
• Consumers looking to cut
out soda
• More natural sweeteners
• Glass bottle vending
machines
Threats
• Competitive pricing
• Disconnect with the brand
image
• Many competitor choices
• The economy

9. C A M PA I G N P R O P O S A L
t a r g e t c o n s u m e r
Target Demographic: males and
females aged 18-24 years old
• Lower income part-time jobs
• Likely full-time students
• Unique personalities

11. C A M PA I G N P R O P O S A L
t a r g e t c o n s u m e r p r o f i l e
Matt
◦ 21 years old
◦ Liberal Arts Major
◦ Short Films
◦ Child at heart

12. C A M PA I G N P R O P O S A L
o b j e c t i v e s
Marketing Increase market
share by 3%
Grow purchase
frequency of heavy
and light users
Advertising
Grow brand
relevance outside of
the Heartland
Convert high
awareness of
Snapple to top of the
mind awareness

13. C A M PA I G N P R O P O S A L
c o n c e p t s
• The ads would show sweet, ‘Snapply’ moments in a humorous and quirky way, such a young
boy handing a Snapple to a girl he has a crush on to ease the tension of an awkward
encounter.
Simply Sweet
• We believe Snapple is representative of that “fun factor” and Snapple will help people have
fun like they used to when they were kids. With Snapple you can relax from life and have
some well-deserved fun.
Tap Into Your Fun Side
• The idea behind “Find Your Flavor” is to encourage consumers that there’s a Snapple for every
personality. Each person has their own unique identity, and Snapple can show how their
flavors encompass each personality.
Find Your Flavor

14. C A M PA I G N P R O P O S A L
c o n c e p t t e s t i n g
Held six individual focus groups with five
different techniques
Word association, mind maps, complete
sentences, think feel say, and concept testing
Had three different concepts for the target
audience
◦ Tap Into Your Fun Side
◦ Simply Sweet
◦ Find Your Flavor

15. C A M PA I G N P R O P O S A L
c h o s e n c o n c e p t

16. C R E AT I V E E L E M E N T S
p r i n t a d s

17. C R E AT I V E E L E M E N T S
p r i n t a d s

18. C R E AT I V E E L E M E N T S
d i g i t a l c o m p o n e n t s

19. C R E AT I V E E L E M E N T S
d i g i t a l c o m p o n e n t s c o n t ’ d

20. C R E AT I V E E L E M E N T S
d i g i t a l c o m p o n e n t s c o n t ’ d

21. C R E AT I V E E L E M E N T S
t e l e v i s i o n a d c o n c e p t

22. Strategy – Reach Strategy
◦ Goal is to reach consumers outside of heartland
Objective – Increase our reach to have 80% brand awareness
◦ Highlight our variety of flavors
◦ Change packaging twice a year to go with our cause related marketing
M E D I A P L A N
o b j e c t i v e & s t r a t e g y

23. Using a pulsing media strategy
◦ Continuous ad messages through the year, but increasing messages during months with
our cause related marketing and sponsorship events
Grow light buyers from 1 to 3 times a year
Heavily targeting Midwest
Increase Heartland purchases to 10 times a year
Highest advertising from June to August
M E D I A P L A N
w e i g h t i n g & s c h e d u l e

24. Television
• Comedy Central, E!, FX, MTV, STARZ, VH1
• Ads during TV Day Time and TV Late Night Fringe
Print
• Cosmopolitan, ESPN and Allure
Internet
• Google Ad Words Campaign
Social Media
• Snapchat, Facebook and Instagram
M E D I A P L A N
v e h i c l e r e c o m m e n d a t i o n s

25. Most of the budget will go toward television, sponsorship and digital elements
M E D I A P L A N
b u d g e t & m e d i a m i x
Television
26%
Sponsorship
20%
Digital
17%
Celebrity
Endorsemen
t
11%
Outdoor
9%
Sales
Promotion
9%
Print
4%
Public Relations
2%
Cause-Related
Marketing
2%

26. M E D I A P L A N
a d v e r t i s i n g f l o w c h a r t
January February March April May June July August September October November December
Television 1,365,000 1,365,000 1,365,000 1,365,000 689,000 689,000 1,365,000 689,000 1,365,000 1,365,000 689,000 689,000
Digital 892,500 892,500 892,500 892,500 450,500 450,500 892,500 450,500 892,500 892,500 450,500 450,500
Outdoor 475,500 475,500 475,500 475,500 238,500 238,500 475,500 238,500 475,500 475,500 238,500 238,500
Print 210,000 210,000 210,000 210,000 106,000 106,000 210,000 106,000 210,000 210,000 106,000 106,000
Sponsorship 1,050,000 1,050,000 1,050,000 1,050,000 530,000 530,000 1,050,000 530,000 1,050,000 1,050,000 530,000 530,000
Celebrity
Endorsement
577,500 577,500 577,500 577,500 291,500 291,500 577,500 291,500 577,500 577,500 291,500 291,500
Sales
Promotion
472,500 472,500 472,500 472,500 238,500 238,500 472,500 238,500 472,500 472,500 238,500 238,500
Public
Relations
105,000 105,000 105,000 105,000 53,000 53,000 105,000 53,000 105,000 105,000 53,000 53,000
Cause-
Related
105,000 105,000 105,000 105,000 53,000 53,000 105,000 53,000 105,000 105,000 53,000 53,000
Total 5,250,000 5,250,000 5,250,000 5,250,000 2,650,000 2,650,000 5,250,000 2,650,000 5,250,000 5,250,000 2,650,000 2,650,000

27. P R O M OT I O N A L S T R AT E G Y, I M C
s p o n s o r s h i p e v e n t s
1. Sundance Film Festival
2. Mardi Gras
3. Music Festivals
4. Food Festivals
5. Albuquerque International Balloon Fiesta
6. Workout classes
7. Motivational & Happiness Seminars

28. SPONSORSHIP1

29. SPONSORSHIP2

30. SPONSORSHIP 3

31. SPONSORSHIP 4

32. SPONSORSHIP5

33. SPONSORSHIP6

34. SPONSORSHIP7

35. Honey bee preservation
Special yellow labels in spring
20% of sales go to research
P R O M OT I O N A L S T R AT E G Y, I M C
c a u s e r e l a t e d m a r k e t i n g

36. P R O M OT I O N A L S T R AT E G Y, I M C
c e l e b r i t y e n d o r s e m e n t

37. P R O M OT I O N A L S T R AT E G Y, I M C
w e b s i t e s u g g e s t i o n s
Usability tests on Snapple.com
◦ Key findings: busy, confusing, “not relatable
to me”
◦ Users enjoyed Real Facts section; disliked the
Break Room
Suggestions:
◦ Change Break Room to ‘Find Your Flavor’
◦ Include personality quizzes
◦ Keep the Real Facts

38. C A M PA I G N E VA LUAT I O N
p r e - a n d p o s t t e s t i n g
Developmental Research
◦ Initial survey with general perceptions
◦ 27 people took the survey
◦ Held 6 focus groups
Test campaign in key cities
◦ Dallas, San Antonio, New York City, Los Angeles, Chicago
Post Evaluation
◦ Create post tests in the key cities listed not in the Heartland
◦ Likeability tests
◦ Engagement tests
◦ Analyze engagement strategies
◦ Google Analytics
◦ Tracking sales and profits

40. REFERENCES
•Brisk Iced Tea Continues To Provide Fans Authentic And Exclusive Access To Music, Art And Culture Through Bodega Platform Lens.
(n.d.). Retrieved November 21, 2016, from www.pepsico.com
•Emerson, S. (2016, June 7). Honey Bee Extinction Will Change Life As We Know It. Retrieved November 28, 2016, from
www.motherboard.vice.com
•Esterl, M. (2014). Judge Values AriZona Iced Tea Maker Around $2 Billion. Retrieved November 18, 2016, from www.wsj.com
•Inside Dr Pepper Snapple Group's Evolving Sponsorship Strategy. (n.d.). Retrieved November 27, 2016, from
http://www.sponsorship.com/
•Neff., J. (2014). Lipton Uses Oscars (and Muppets) to Launch Global Campaign for Unified Brand. Retrieved November 22, 2016, from
www.adage.com
•RTD Tea Production in the U.S. (2016, May). Retrieved September 12, 2016, from IBISWorld.
•Schultz., E. (2015). Sparkling Lipton Tea Looks to Fill Soda Void. Retrieved November 19, 2016, from www.adage.com
•Snapple.com. (n.d.). Retrieved November 27, 2016, from https://www.snapple.com/
•Snapple Case Study
•Simmons OneView
•The Top 30 Events in the United States 2016. (n.d.). Retrieved November 29, 2016, from http://www.spingo.com/