2. Table of Contents
Executive Summary 2
Client Overview 3
Industry Analysis 4
Competitive Analysis 5
SWOT Analysis 7
Target Market 8
Primary Research 9
Media Plan 10
Budget Overview 11
Media Schedule 12
TV/Radio/Print 13
Gas Station TV’s 14
Coachella/App 15
Bus Tour 16
Community Outreach 17
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3. Executive Summary
Tea has become one of Americas favorite drinks. Tea started out as a
sweet summer drink but has evolved to an everyday enjoyment. There
is a wide selection with a different teas to match everyones taste. From
sweet to unsweet, peach to rasberry there is one for everyone.
“Live, Laugh, Drink on the Bright Side” goes along with the personality
the Snapple brand already has. The new campaign is for all the people
who already love the brand and for the ones that are just joining, Snap-
ple is here to make the world a happier place. The brand will focus on
family and customer loyalty, allowing all ages to live on the bright side.
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4. Client Overview
Snapple was founded in 1972 in New York City by three
friends (Hymie, Lenny and Arnie). They started out by selling door to
door with their very first product called “Snappy Apple”. Snapple has
always been the company to try new things and has alwasy been
different from any other brand.
In 1987 Snapples lemon iced tea was created and their
success didnt stop there. In 2000 they started selling super premium
jucies, which just added to a brand that had just rolled over into the
new millennium. Along with the new millennium, Snapple is now apart
of the Dr. Pepper Snaple Group. Under new ownership he iconic
brand was making another large splash by adding “Snapple Facts” to
the bottom of every lid. Snapple didn’s stop there and in 2007 they
decided to make their drinks even better and refined their formulas to
better fit a persons taste buds.
Snapple is sold in almost every state in the US and in about
80 countries worldwide. Through difficult turns the brand has always
kept its image and never seems to dissipoint the people who care so
deeply for the brand. Snapple was born in New York, but has grown
in to a great company and is enjoyable for everyone.
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5. Industry Analysis
-87% of millennials drink tea. In 2014,
-Americans consumed 80 billion servings of tea.
84% of that tea was black tea, and 15% was
green tea.
-Most people in the South and Northeast United
States drink tea.
-Ready-to-drink tea has grown a lot in sales,
however it’s extremely cheap to brew at home.
-Already-brewed-tea or tea mixes make up 52% of
tea consumption.
-The rest of tea consumption are tea bags or tea
brewers.
-Tea sales in 2014 reached about $11 billion.
Forecast – tea sales will double over the next 5
years.
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6. Your Competition
-2013 sales: $619,562,400
- 28% market shares
- #1 in the ready to drink tea
industry
- Strong brand identification
- Can purchase straight from
comapany website
- Eye catching packaging
- Appealing prices
-Offers green, white, black,
herbal and diet teas
- Each tea offers distinct and
satisfying flavors
- 2013 sales: $375,000,000
- Belongs to Unilever
- Used to be a supermarket
chain in United Kingdom. Argyll
bought Lipton to focus mainly on
tea
- Company includes powder
mixes, bottled tea, tea bags,
liquid mix, k-cups, pyramids and
mix on the go
- Offers green, white, herbal,
black and flavored teas
- Priced in the middle of the
spectrum
- Teas are a blend selected from
many different plantations around
the world.
- 2013 sales:
- Offers a variety of teas in differ-
ent flavors
- New campaign aimed to reach
millennials
- Partnership with VICE Media
and Noisey
-BriskBodega.com gives con-
sumers access to music and
behind the scenes look at the
Bodega tour and their loyalty
program
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7. Your Competition
- 2013 sales:
- Offers many different flavors
and sizes
- Offers coffee in light, dark, de-
caf, and organic roast
- $1 billion brand
- Focus is to communicate taste
visually
- Has partnership with Boston
Market
- Highest conversion rate
- 2013 sales:
- Part of the Coca-Cola compa-
ny
- Founded in 2000, Coke pur-
chased company in 2007
- Surpassed 1 billlion in annual
retail sales in less than 3 years
- Sells products in 14 countries
and to 40 different markets
-First Coca-Cola brand to be
born truly global
- 3 categories of products with
30 different flavors
- Trying to use mobile advertise-
ments to reach younger de-
mogaphic
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8. S W O T
-Small than other compa-
nies
- Rely on some third party
bottlers
- Dont have many drinks
other than tea products
- #1 company in the fla-
vored CSD market
- Integrated business
model
- Strong customer relation-
ships
- Experienced manage-
ment
- Expansion into other
parts of the country
- Expansion Internationally
- New products
- Already existing line ex-
pansions
- Other larger companies
- Less favorable retail
placement
- Loss of thrid party bot-
tlers
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
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9. Target Market
WhoTheyAre:
- 18 to 49 Year
Olds
- Extensive Net-
work Users
- Thrill Seekers
- Positive Liife
Outlook
WhatTheyLike:
- Excitement
- Fun
- Friends and
Family
Generation Y or Millenials aren’t the only fun loving,
thrill seekers anymore. Snapple is here to bring
joy and excitement to all ages. These consumers
like to laugh often and see the brighter side of life.
The goal of our target market is to find the people
around America that want to have fun and want to
help us tell our story, by also telling us theirs. The
brand has alwasy been about family and family is
what we want. The family people that love living life
as much as the people at Snapple do.
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10. Primary Research
85.22%mostly use Facebook 81.11% use Netflix
63.9%spend 1-15 hours watching telivision
56.52%watch ABC the most 70.2% watch primetime telivision (7-10PM)
34.48% spend 10 or more hours on
social media
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11. Media Plan
Television - $13,051,272
Superbowl - $5,000,000
NCAA Championship - $2,000,000
MLB All Star Game - $590,000
MLB World Series - $430,000
NBA Championship Series - $520,000
Modern Family $239,650
Black-ish - $155,928
Once Upon a Time - $159,160
Dancing with the Stars - $121,400
The Big Bang Theory - $322,891
Supergirl - $157,592
The Blacklist - $200,166
The Voice - $254,485
Walking Dead - $400,000
Radio - $6,200,000
12 stations - $4,992,000
Pandora - $1,000,000
Production - $208,000
Magazines (YRLY) - $924,000
Sports Illustrated - $195,000
People - $324,000
Cosmopolitan - $184,700
Time - $220,300
Gas station TV’s - $5 million
Billboards (YRLY) - $1,105,000
Vegas - $400,000
California - $165,000
Florida - $540,000
Coachella - $2,083,432
Sponsorship - $1,995,000
Merch - $48,600
Vip Giveaway - $18,032
Tent - $5,000
Sky Flags - $1,000
Employees - $10,800
Travel - $5,000
App - $187,600
Social Media Intern - $7,000
Bus Tour - $2 million
Bus - $700,000
Gas - $10,000
5 Employees - $18,000
Tent - $ 5,000
Merch - $280,000
Media Intern - $13,000
Scholarships - $5 million
50 scholarships - $100,000 (each)
Community Outreach - $10 million
Total Cost - $45,558,304
“Live, Laugh, Drink on the Bright Side” is alot about Snapple continuing to tell their story to the world,
while also getting to hear the stories of their customers. For 2017 we plan on creating a campaign that will
not only focus on what people already love about Snapple, but we want to give them more to love.
By using many differnt outlets to tell our story we will be able to reach the target market that Snapple
wants to reach. Television, radio, print ads, social media, a new app are just some of the things that are in
the plan for the 2017 plan.
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13. Media Schedule
January February March April May June July August September October November December
Black-ish
Once Upon a Time
Dancing With the Stars
Modern Family
NBA Championship Series
MLB AllStar Game
MLB World Series
NCAA Championships
Superbowl/NFL Playoffs
Television
The Big Bang Theory
Supergirl
The Blacklist
The Voice
Walking Dead
Digital
Gas Station TVS
Social Media
Company App
Spotify
Pandora
Print
Magazines
Billboards
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14. Television/Radio/Print
Football ABC
NBC
CBS
AMC
Basketball
Baseball
Television and radio are great ways to reach millions of people
country wide. In a new campaign Snapple will use these tools
to a great extent. Snapple will start will a year long capmaign on
television that will be spread out on different stations and different
events through out the year. These include:
Snapple will also utilize radio by playing differnt 30 second com-
mercials on some of the largest stations around the country. Along
with the staions there will also be a year long ad subsription to
Pandora. These staions include:
WHTZ FM 100.3 New York
KIIS FM 102.7 Los Angeles
WKSC FM 103.5 Chicago
WXKS FM Kiss 108 Boston
KHKS FM 106.1 Dallas
WIHT FM Hot 99.5 Washington D.C
KZNZ FM 105.7 Minnesota
WSTR FM 94.1 Atlanta
WPLT FM 96.3 Detroit
WPOW FM 96.5 Miami
WCRS LP 102.1 FM Columbus
WDVE FM 102.5 FM Pittsburgh
Print Medai is another way Snapple can increase consumer awareness.
By using print people are visualy able to see who the company is and
what they stand for. Through these campaigns Snapple will be able to
visualy tel their story and gain more consumers country wide.
Sports Illustrated – Black & White Full Page
PEOPLE – Full Page 4 Color
Cosmopolitan – Full Page 4 Color
TIME – Full Page Black & White
Vegas – 20 Billboards
California – 15 Billboards
Florida – 30 Billboards
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15. Gas Station TV’s
Average driver spends 3-5 minutes, 6-8 times/month
at a gas pump
4 minute loop mix of content: national news, sports,
local weather, etc.
Consumers Undivided
attention
Ad can be changed within
minutes
With these TV’s you will get the
following:
- 15-second spot $100/
month/pump
- 2 pumps/station
- Year-long ad
- 56 stations/state
- In 37 states
- 2072 gas stations, total
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16. Coachella New App
Coachella is a great way for the company to reach
thousands of people at once. During 2017 Snapple will
be sponsoring the whole event. This opportunity gives
Snapple a way to interact will thousands of people who
may not even know about their brand. Coachella is one
of the largest music festivals, estimating an attentance
around 600,000 people over the two weekend event.
Seeing how large of an event this is Coachella does
have to have a way to feed and hydrate the people at
the festival. Snapple will be the largest distibutor of bev-
erages there. Everywhere a consumer would look there
would be snapple which will generate buzz and gain
more Snapple lovers by the thousands.
Snapple will also be utilizing the new app to help
create a viewing for the festival. Users will be able to win
tickets to Coachella by using the app to scan the QR
code on each bottle. Users will love this feature of the
app becasue it allows them the possibility of winning
something great. Even if they are not one of the winners
of tickets to Coachella, they will still automatically win
another prize from our merch store.
The new Snapple App, will allow customers to not only interact
with the people at snapple, but interact with people from around
the world. Consumers will be able to download the app simply
by scanning the QR code that is on the packaging of the bottle
or through the apple and android app store. This QR code will
also be featured on certain Snapple commercials to target the
millennials.
The app will have a fun game (in collaboration with Trivia
Crack Developers; Etermax) called “Snapple Fictions”, based
on Snapple Facts. By signing in through Facebook (or through
the app), users will be able to compete against one or two of
their friends or randomly selected opponents. During the game,
players will be asked to falsely create a Snapple Fact, once all
the “facts” are entered, players will then be presented with four
“facts” , and only one of them being a real Snapple Fact.
The Snapple App also has another great function.
Each Snapple bottle will have the classic Snapple Facts under
the bottle cap, as always, but for a limited time the fact will be
surrounded by a QR code. Users will need the Snapple App’s
QR Code scanner (built into the app) to scan the bottle cap for
a chance to win the grand prize (4) of 2 VIP tickets to Coachella
during that year with a round trip flight and hotel expenses paid
for.
This new app will allow Snapple to really get to know
their consumers and will allow the company to continue to grow
along side them.
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17. Bus Tour
Interact with new and
old customers!
26 CITIES IN 6
MONTHS!
College Campus
gameday tailgating!
Contests to win free
Snapple merch!
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18. Community Outreach
Because the 2017 campaign is fo-
cused around family and re-getting to know
Snapple, what better way to do that than giving
to others. 2017 is going to be about giving
back to a country that has loved Snapple for so
long, to say thank you.
There will be alot to accomplish with this
campaign, but Snapple is going to start with
schools. There are many schools and individual
teachers that go out of their way to help young
kids. It is now Snapples turn to help those
kids by donating time, money and supplies to
schools in need.
Communities sometimes also need a
little help. There are parks and baseball fields
that are surrounded by weeds. Snapple is
going to give communities the chance to get all
new community parks that will be benificial to
everyone.
Snapple is a brand that loves to put family first. Through all the campaigning Snapples main point was to welcome America into their family.
By going out into the community Snapple will be continuing to tell the story that they want the world to hear. Through out the year of 2017
here are a few things Snapple will be doing in communities all over:
Scholarships are a great way to get
young people involved with a company. That
is why we are going to raise the stakes when
it comes to what is included in our Snapple
Scholarship.
Through a video submission that tells
Snapple what it means to you to “Live on the
Bright Side” each applicant will be entered to
win one of 50 $100,000 scholarships.
The video submissions will also be
used as part of our “Live, Laugh, Drink on
the Bright Side Campaign”. Every video that
is submitted will be placed in a 30 second
commercial.
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