The document provides an executive summary and marketing plan for Snapple to revitalize its brand image and appeal to younger consumers. The key points are: 1. Snapple's brand is considered "dated" by younger target audiences and needs to be modernized. 2. The plan is to host "Snapple Revival" music festivals in four cities featuring popular and "revival" artists to engage millennials and generate 4.3 million in TV, social media, radio, and merchandise spending. 3. Surveys found millennials value live experiences and the festivals aim to make Snapple part of shared experiences and increase sales nationwide.

1. agency 109

2. 1
Table of
Contents
Objectives 2
Research 3
Target Insights 6
Trends 7
Competitive Analysis 8
SWOT Analysis 9
Creative
Creative Rationale 10
Timing and Metrics 11
Print Ads 12
Social Media 14
Internet 15
Brand Awareness 17
TV 18
Radio 19
Media Plan
Budget 20
Final Words 24
Sources 25
Snapple was founded in New York in 1972 and has been
providing refreshing tea and juice drink beverages to the
country ever since. Despite successful growth and penetration
in the Northeast “heartland”, Snapple consumption in the rest
of the U.S. lags well behind competitors like Arizona. Research
we have conducted among our target - 18-49 year olds - has
shown that Snapple is considered “dated” and not relevant to
their lives.
The challenge going forward is going to be re-energizing the
brand among Millennials and generation Xers with a quirky,
modern, and revitalized look that will appeal to audiences all
across the country as much as the East. So we have made it
our goal is to grow Snapple volume as a whole across the
country, not only on one side of it.
Executive Summary

3. 2
Objectives
1. Within the Heartland: Heavy User Strategy
• Grow Brand Relevance through engagement tactics
with Heavy Snapple Users.
• Brand Relevance is currently at 50%, implying that
50% of the time a consumer wants a tea or juice
drink we are in the consideration set.
• Grow Purchase Frequency: Grow Heavy User Buying
Rate from 9x to 10x per year.
2. Non-Heartland: Light User Strategy
• Identify what it will take to expand Snapple premium
tea and juice volume.
• 90% of people outside of the Heartland are aware
of Snapple, but only 15% have Snapple in their top
Tea or Juice Drink consideration set.
• Grow Purchase Frequency: Grow Light User Buying
Rate from 1x to 3x per year.
about us
We are an enthusiastic group of socially-connected students
who are looking to help Snapple segway into a new age of
advertising and aid the company in reaching out to a new breed
of consumer.
Our team is looking to give Snapple a completely new and
modernized image that will appeal not only to its heartland con-
sumers on the East Coast, but also to people in the rest of the
country where people are drastically under-Snappled. We also
happen to know these people very well, because we are these
people!

4. 3
the research
Our primary research consisted of 160+
surveys responses and in person
interviews. Our secondary research is
compiled from online marketing
research tools.
• Ready-To-Drink Tea Growth
• Tea Expo 2015 Presentation
• Arizona Iced Tea Growth Problems
• Leading RTD Companies (2014)
• RTD Research Articles
• Eventbrite Study: Millennials Fueling
the Economy
• Snapple PR News Wire
• Copernicus Marketing Research
• Cultural Differences
• Southern Living Values
• Midwestern Living Values
• West Coast Living Values
primary
research
secondary
research

5. 4
research objectives
what is our goal?
The U.S. tea category is seeing impressive growth, but it i s
highly competitive. Our goal is to give Snapple top-of-mind
relevance. We want them to think of Snapple ever time they
think of a refreshing tea or juice beverage while increasing sales
and revenue.
Growth in total tickets sold to beer festi-
vals and events, concerts and music festi-
vals and themed runs (i.e. color runs and
costume races) [Eventbrite 2011-2013]
• Identify our target audience’s attitudes and
behaviors towards Snapple.
• Distinguish Non Heartland consumer values.
• Acknowledge tea and juice drinking behaviors.
• Identify what it will take to expand Snapple premium tea
and juice volume
how to reach our goal?
Based on our findings we decided that the best way to
make Snapple relevant in the minds of Millenial consumers
was to integrate the product into the rising trend of music
festivals and themed runs..

6. 5
who is our target?
• Generation X and Millennials.
• 18-49 years old, bull’s-eye target of 30.
• Positive person that celebrates the little things in life that
bring a bright spot to their day.
• Appreciates that Snapple is made from The Best Stuff on
Earth but is not a health nut.
• They are looking for a wholesome, simple, premium
beverage experience.
Millennials and generation X value live concert experiences and
are increasingly spending time and money on them. Not only
that, they have generated the most user content out of any
other generation.
what’s relevant to
Millenials & generation x?
5

7. 6
target insights
The general Snapple consumer is 18-49 year olds who are largely represent-
ed by Millennials between the ages of 18 and 35 who want a wholesome,
simple and premium beverage experience. Snapple consumers tend to be
positive and enjoy the little things in life. We know how Millenials value
shared experiences with their friends. We believe it is important for a brand
as Snapple to recognize this fact and find a way to become part of their
connected life. A bottle of Snapple needs to be part of the shared joy
among friends.
6

8. 7
trends
Millennials are America’s largest generation by population, and will soon be ready to enter their
earning prime. Already, the majority of this generation now is in the workforce, currently com-
manding an estimated $1.3 trillion in annual consumer spending. Where will this generation direct
their spending habits?
Eventbrite’s nationwide research of Millennials conducted by Harris, reveals that Millennials not
only highly value experiences, but they are increasingly spending time and money on them: from
concerts and social events to cultural experiences and events of many kinds.
When it comes to Millennials definition of success, research has shown that happiness isn’t
derived from possessions or career status. Living a meaningful, “successful” life is about creating
and capturing memories earned through experiences. With Millennials now accounting for over
one fourth of the total U.S. population, their focus on experiencing life supports the growth of
an economy driven by the consumption of live experiences. The combination of this generation’s
interest in events and concerts, as well as their increasing ability to spend, is driving the growth of
the experience consumer economy.
“Millennials are Fueling the Experience Economy” - Eventbrite
7

9. 8
here’s what we found
Snapple has three main competitors.
First naturally is Arizona, second Lipton, and third Brisk.
• Snapple’s main competitor.
• 99 cents per can.
• Strong presence on social media
• Advertising promote a real lifestyle
• Flawless derivative products (t-shirts,
sweatshirts, caps, bagpacks...)
• It is exported worldwide - 150 countries.
• In 1991 Lipton merged with Pepsi Co.
• Target group- all people in the upper and
middle class.• Age group - work oriented 21-40 and
students 15-25 years old.
• Focus of the brand high quality but
reasonably priced.
• Founded in 1991 by Pepsi Co and Lipton.
• Sells 1 liter bottles for 99 cents.
• Highly active on social media platforms specifical-
ly Facebook, Snapchat, and Instagram.
• Targets younger audience (teens who aren’t
interested in sodas or hot drinks.
• Promotes itself as edgy and cool.
• Focused more on promoting its image rather than
health benefits.
competitive analysis
Arizona Lipton
Brisk

10. 9
snapple swot analysis
strengths
weaknesses
opportunities
threats
• Well known brand presence.
• Well established infrastructure .
• Ingredients/materials
(sugar and glass vs HFCS and tin).
• Dated brand image.
• Poor social media presence.
• Weak brand equity
• Old enough to be reinvented.
• Untapped West-coast market.
• Untapped young market.
• Arizona tea (and other competitors).
• Consumer health trends.
• Local brand (Honest Tea in California)

11. 10
creative rationale
Based on our research findings we decided that the best way to bring Snapple back to the minds of the
consumers and to make it more relevant to the Millennials was to incorporate music. Millennials have grown
up during the festival era, from Coachella to EDC, to reggae festivals and the list goes on. So the big ques-
tion for us was, “how do we make Snapple relevant to the tastes of today’s younger generation”? We were
inspired by all the recent show revivals, from Full House to the X-files, and if shows like these are making a
comeback, then so should Snapple!
So we are calling our creative campaign the “Snapple Revival”, with the tagline “Revive the best moments
with us”. To implement the campaign, we decided to host a series of concerts in four different cities, based
on their popularity in each section of our nation. We will be hosting a concert in Los Angeles, Austin, Chicago
and New York. Each city will have two different artists, one that is popular right now and that we will adver-
tise and one secret revival artist that coincides with the headliner’s music. We decided to use pop art as the
key element in our designs since that is also making a comeback.
Our tweets, Instagram postings and billboards will all advertise the Revival Festival and ask consumers to go
to the website Snapple.com for more details on how to win. We will also work with radio stations and give
them tickets for people to call in and win. Once there, consumers can win tickets by entering a revival photo
contest, guessing the revival artist for each city, or volunteering their time with Keep America Beautiful. We
will also work with radio stations and give them tickets for people to call in and win. At the festivals, we will
give out free merchandise as souvenirs such as tote bags, t-shirts and hats.
Lastly, user-generated content has been a great hit these last couple of years and we be-lieve Snapple
should take advantage of that. We are going to create a “true fact” contest, advertised through social me-
dia. We will ask people to buy a Snapple and show us what true fact they got and create a YouTube video
for it. The more Snapple promotions people see, the better.
10 #revivesnapple

12. 11
timing
metrics
flowchart
brand
personality
The Revival Festival promotions will run April 1 - September, 2016 with pop art extension
tactics that run through December.
• Concert turnouts and promotional give-aways.
• Demographic expansion of Snapple drinkers to non-heartland.
• Sales increase in both the Heartland and the non-Heartland.
• Hashtag Use (#ReviveSnapple)
• Social media posts.
• With over 40 years of heritage, Snapple has stayed true to who we are at heart: a fun brand
that is quirky, positive, flavorful and playful.
• We are a glass-half-full, humble and passionate tea company.
• We are also going to be hip, and modern tea company who appreciates great music and
great art.
#revivesnapple

13. 12
print
ads
magazines
In the beginning of the campaign the print ads that
will be used in magazines such as People, Enter-
tainment Weekly and Rolling Stones will focus on
the Revival Festival. Once the festival is over we
will focus our print ads on pop art and Snapple
alone, in order to maintain high brand awareness
well into the Fall.

14. 13
Our billboards will be placed on the side of the highway, in order to reach the majority of com-
muters. Just like the print ads during the festival, we will advertise the festival from April - Sep-
tember and change the billboard twice during the festival season. After the concert promotion
has ended we will change the ad to the pop art Snapple logo and we will change that billboard
every three weeks to rotate the artwork.
billboards
13

15. 14
Millennials are constantly communicating online, and sharing
events via social media. We will advertise our entire cam-
paign from the Revival Festival to our pop art exhibits and
the true fact commercial contest. We will focus on Instagram,
Twitter, YouTube and
Snapple’s website.
social
media

16. 15
All of our social media and radio advertisements will lead consumers to Snapple.com
where they will find more information on how to win tickets and vote on their favor-
ite pictures and videos. They will also find that they can donate their time to obtain
tickets. Lastly, for all of the contests that we will have people vote on, the artist will
be able to share their work and ask friends and family to vote for them. Helping raise
brand awareness.
internet

17. 16

18. 17
To increase brand awareness we will give away
free Snapple Revival merchandise, such as t-shirts,
tote bags and hats. The distribution will be through
7 large well known radio stations across the U.S.
The left over merchandise will be given out at the 4
Snapple Revival Festivals, as well as to the
volunteering through the charity.
brand awareness

19. 18
The TV commercial will promote the Snapple Revival, focusing on music festivals that reach-
es out to different generations - who are our main target audience. The commercial will
showcase music from the 70’s, 80’s, 90’s and 00’s. Music evolves through time and so has
Snapple’s bottle design.
Tv & media commercials

20. 19
Radio is one of the most effective ways of reaching
our consumers, who are engaged with music at work,
home or when commuting. We will advertise our Re-
vival Festival by offering listeners free tickets to the
concerts. We will also offer them free tickets to our pop
art exhibit and lastly advertise our website where they
will find more information regarding the contest and the
“true fact contest” details.
19
“Alright guys, not sure if you’ve heard of what Snapple has
up their sleeves, but the creators of the best stuff on earth
are about to put on one of the best revival shows we’ve
seen! If you want to see Selena Gomez and a secret
revival artist live on August 12th, be the 98th caller to get
a pair of tickets!”
When the winner calls in: “Congratulations!!! For all of you
that called a little too early or a little too late, you still
have a chance to win. Visit www.snapple.com !”
radio advertisements

21. 20
media strategy
budget
Since the focus is on Millennials, the idea is to connect on a local and personal level and become a mem-
orable part of their lives. This we believe can best be achieved through concerts, local promotions on radio
stations, social media and promotional tie-ins and ads on television, supplemented with in-store promotions
and give-aways nation-wide. The total budget will be allocated to different media placement. Most will be
used for Snapple’s TV commercials and social media campaign. Television will be focused on airing 30 second
ads during prime time. The social media channels we plan to utilize are Facebook, Youtube, Instagram, Tumblr,
Instagram, and Snapchat.
TOTAL = $49.7m

22. 21
TV Commercial Costs + Ads
We decided to advertise heavily during The Voice, which ties into
our music and revival theme.
$275,000 /30 sec commercial:
• $275,000 x 4 commercials per hour x 1 hr primetime x 1 days
a week x 4 weeks x 3 months = $13.2 million
TV
social media
radio
Radio Station Concert Giveaways
TOTAL = $14.3M
Purchase about $1.2 million dollars worth of merchandise (175k
Snapple t-shirts, 85k tote bags, and 200k stickers). Within this
$1.2 million of merchandise purchased, we want to set aside
about $920k worth of material to be distributed at radio station
concerts. This allows us to have a presence at large non-Snapple
concerts, but not have to sponsor them and spend a fortune.
We figured we can afford to spend $6/person (enough for one
item a person- a t-shirt, tote bag or bottle of Snapple) since there
are 153.2k people in total at these concerts.
We chose to distribute these at 7 large well-known radio station
concerts spread across the U.S. All of the left over merchandise
will be distributed at the 4 Snapple Revival Concerts, as well as
given to those volunteering through our charity.
• T-shirt Giveaway @ Concerts Costs at imprint.com: 175,000
shirts @ $5.99 each= $1,048,250.00
• Bag giveaway @ 4imprint.com: 85,000 bags @ $0.99 each=
$84,150, 85,000 bags x $0.99 each= $84,150
• Sticker Giveaway @ stickerrobot.com: 200,000 sticker @
$0.12 each = $24,000
• Radio station spots in national markets = $13.1M
$2,000/day x 6 days per week x 4 weeks x 5 months
= $240,000
-Managing the Facebook page – 2 to3 updates per day
- Facebook ads
- Promoting video ads at the beginning of videos & banner ads
$2,000/day x 6 days per week x 4 weeks x 5 months
= $240,000
boosting posts
$1,000/day x 6 days per week x 4
weeks x 5 months
= $120,000
$100,000/day x 5 days per week x 4
weeks per month x 3 months
= $6,000,000
$2,000/day x 6 days per week x 4 weeks x 5 months
= $240,000
- Monitoring of Twitter for related keywords, then pushing links/tweets to
those talking about relevant topics.
- Getting relevant Twitterers to follow you
- Daily Twitter updates (an average of 10 per day, focusing on interacting
with thought leaders, journalists, existing and potential customers, etc.)
- Promoting account & promoting tweets/hashtags
TOTAL = $6.84 m
TOTAL = $13.8 m

23. 22
artists
revival concert
Selena Gomez, $85- 125k
Jennifer Lopez, $1-1.2 million
The Band Perry, $150-250k
Fleetwood Mac, $500k
Disclosure (estimate) $150-200k
No Doubt, $500-750k
Drake, $300-500k
Usher, $150-250k
Los Angeles: $15,171
• La Fonda Theater
• $15,000 Entire Venue
• $171/ 1200 tickets ($0.14/ ticket)
• Occupancy= 1,200 people
• Security, and all sound specs included
• It packs a respectable 1,200 with moody
lighting, a big dance floor, balcony seats
and a rooftop bar.
• The spacious rooftop works even better
on a summer night, with a giant video
screen so you’ll know when the headliner
goes on.
New York City: $40,000
• Metropolitan Pavilion (Full Pavilion)
• $40,000 +
• $198/ 1,565 tickets ($0.13/ ticket)
• Occupancy= ~ 1,565 people
• Lighting and sound, projection screen,
stage and can also decorate.
• The main hall features polished oak floors
and original 19th-century architectural
highlights.
• State-of-the-art audio, video, and enter-
tainment technologies are available, as
well as an indoor loading dock, extensive
electrical distribution, WiFi enabled, coat
check facilities, and catering preparation
rooms.
Austin: $22,000
• Cedar street courtyard
• $22,00 Entire venue and bar minimum
• $154.64/ 1,000 tickets ($0.17/ ticket)
• Occupancy= 1,000 people
• Offer full service event coordination
including music bookings, catering, decor,
rentals, or anything else you may need
for your event.
• The Veranda overlooks the stage and
features a private bar and patio seating.
The Lido Room is our indoor private bar.
It features lounge seating and a large
granite bar.
Chicago: $12,000
• Park West
• $12,000 Entire venue
• $154.64/ 1,000 tickets ($0.15/ ticket)
• Occupancy = 1,000 people
• Security, and all sound specs
• One of Chicago’s best equipped multime-
dia concert and special event facilities.

24. 23
magazineS
billboardS
fox tv sponsorship
Total Budget: $4.6 million
• People Magazine
- Audience Reach: -12.3 million/ month
Run Time: June – August (3 issues)
Cost/ Unit: $357,200 full page x 3 months
Total Cost= ~ $1,071,600
• Entertainment Weekly
Audience Reach: ~ 9.1 million/ month
Run Time: May – August (4 issues)
Cost/ Unit: $204,900 full page x 2 pages= $409,800
$409,800 x 4 months:
Total Cost= ~ $1,639,200
• Rolling Stones
Audience Reach: - 1,459, 154 million in circulation, month
Run Time: May – August (4 issues)
Cost/ Unit: $233,270 full page x 2 pages= $466,540
$466,540 x 4 months:
Total Cost= ~ $1,866,160
We will be putting Billboards up in 10 cities, including the 4
where the concerts are. For the 4 concert cities, 2 billboard
designs are needed:
• May- June telling them to “Enter to Win Now” and
then switched to a regular promo poster for the con-
certs saying the date with an artist picture during.
• July- August. These host city billboards will be posted
the 4 months leading up to the events throughout
the competition for tickets, and they will be up during
the hot summer months when we generate the most
sales.
• Cities not hosting a concert - just revival posters having
.These billboards will be posted for 5 months from May-
September
• Total cost for 2 billboard in each of our 4 Revival Concert
host cities= $1,724,000 million
• Total cost for 3 billboard in rest of 6 major cities=
$535,875
“Ad time in the live specials are not cheap: Fox was seeking
between $300,000 and $320,000 for a 30-second ad in the
live “Grease” telecast, according to media buyers. At that
rate, a commercial in “Grease” will cost more than an ad in
many of TV’s best known primetime shows.” - Variety.com
• $320k x 6 commercials= $1,920,000
Budget = $1.5 million
(About 4,110 store total and about 1,858 Stores if we only do in ½
amount of stores per state)
• Mini- fridges: Cost about $250-350 per fridge
Put in all stores 4,110 x $300= $1,233,000.00
Put in (~½ of total) 1,858 stores x $300/ fridge=
$557,400.00
• Floor Decal Ads: Costs about $60- 200 per decal
Put in all stores 4,110 x $175= $719, 250.00
Put in (~½ of total) 1,858 x $175= $325,150.00
in-store promotionS
TOTAL = $2 m
TOTAL = $2.3 m
TOTAL = $4.6 m
TOTAL = $1.5 m

25. 24
final words
With this colorful, artistic and lively campaign, we are excited to start a new adventure with
Snapple and all of its team.
Today, watching movies or tv shows from the past gathers generations together: from the beats
generation to the X and Y generation. The revival phenomena brings people together creating
moment of happiness. We believe this theme will make the brand relevant among the target
audience, especially Millennials, while achieving the client objective of increasing consumption
from 9x/yr to10x/ year in the Heartland and from 1x/yr to 3x/yr in the non-Heartland. We believe
that the “Revival festival” will spread the new image of Snapple not only in New York, Los Ange-
les, Chicago and Austin but also all over the country. People will have the opportunity to feel the
Snapple revival and share this experience among all of their friends. Above all, the choice of Pop
Art for our advertising renderings is more than a visual and aesthetic strategy: we want to create
a cultural experience, a cultural phenomena. Reviving Pop Art gives Snapple a visual image which
will be recognized everywhere in the United States because of the popularity of its genius creator
Andy Warhol.
Thanks to the Snapple team for allowing us the opportunity to help breathe new life into the
brand through the Snapple Revival and we invite you to Revive the best moments with us ! As we
revive the brand and revive the great experiences of our lives that Snapple will be a part of.
24

26. 25
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