Snapple Plansbook (1)

The REAL Snapple Planbook.qxp 5/24/16 10:28 PM Page 1

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Table of Contents
2 // Table of Contents
3 // Executive Summary & Challenge
4 // Situational Analysis
5 // Primary Research & Objectives
6 // SWOT & Competitive Analysis
7 // Target Market & Consumer Profiles
8 // Brand Essence-Positioning/Personality/Value
9 // Big Idea
10 // Creative Brief
11 // Traditional Advertising: Radio
12 // Traditional Advertising: TV
13 // Traditional Advertising: Print
14 // Traditional Advertising: Outdoor & Transit
15 // Traditional Advertising: Direct Mail
16 // Non-Traditional Advertising: Website & Digital
17 // Non-Traditional Advertising: Social Media
18 // Non-Traditional Advertising: Sales Promotion /In-Store
19 // Public Relations
20 // Guerilla Marketing
21 // Media Plan
22 // Budget Allocation
23 // Top 30 Markets
24 // Evaluation
25 // Agency Pictures & Mission Statement
26 // References
27 // Back Page

3
Executive Summary
Our campaign plans to tackle Snapple’s challenges through a series of
interactive tactics that will increase brand awareness and purchase frequency. We
have included activation techniques, sales promotions, social media, and an overall
message of consumer appreciation to solidify the main idea of our campaign. The
Big Idea is: Find Your Snapple and Quench Your Mood.Snapple has a wide variety
of different classic and quirky flavors. Because of this, there is a flavor to fit your
mood for everyday.
Our main tactic includes a fleet of Snapple tour buses that will travel across
the country to engage with the target market and inform them about Snapple’s
variety of flavors through a personal connection. Through traditional and non-
traditional media outlets, we intend to encourage consumers to make Snapple their
go-to drink by showing them there is a flavor for any mood or occasion.
Challenge
• Create an integrated 2017 holistic marketing campaign to grow Snapple volume in
the United States.
• Grow brand relevance through engagement tactics with our heavy users who currently
consider Snapple about 50% of the time when wanting a beverage. We need to increase
that percentage.
• Increase awareness in the non-heartland areas while also being sure not to isolate the
heartland users.
• Increase purchase frequency:
• Heavy user buying rate from 9x to 10x per year
• Light user buying rate from 1x to 3x per year

4
Heavy User-Heartland Regions
Snapple is considered 50% of the time
Purchased 9x a year
Light User-Non Heartland Regions
Snapple is considered 15% of the time
Purchased only once a year
Primary
Brisk, Lipton, Arizona
Secondary
Soft Drinks, Milk, Fruit Juice,
Energy/Sports Drinks
Heartland VS. Non-Heartland
This difference is illustrated in the
localization of purchase, which among
various geographic locations results in
subsections of cultural values
Consumers need something
that is fun, interactive, and tangible.
This difference is illustrated in the localization of purchase, which among various geographic locations
results in subsections of cultural values. Seeing as the Northeastern corridor is the nesting ground for brand
loyalty it is safe to say that most consumers adopt a cultural value system based on geographic location.
The key selling points of Snapple, both
teas and juice drinks, are during the
warm summer months of the year.
Seasonality
Current Users
Geographic Emphasis Product Cycle
Creative Require- Competition
Situational Analysis

5
Research
Objectives
Our research objective is to find out how
aware consumers are of the Snapple
brand in different regions of the country.
Through our research, we need to
discover the consumer perceptions of the
brand and the product itself to get a clear
understanding of what consumers think
about Snapple. We also intend to find out
what other brands consumers are drinking
if they are not drinking Snapple and what
they find appealing. We not only need to
gain knowledge of consumer behavior in
relation to Snapple, but in relation to all of
our top competitors as well.
Survey
We conducted an online survey asking
those across the United States, their
opinion of the Snapple brand as well
as their purchasing decisions when it
comes to tea/juice beverages.
Focus Group
Consisted of 10 participants ages 18-21, both male and female and all residing
from the heartland area.
• When people think of Snapple they associate it with Snapple facts, glass
bottle, and premium taste.
• Brand awareness and loyalty are the key purchasing factors for participants
who choose Snapple. For those who do not, they go for convenience, price,
and quantity. All are qualities Snapple does not have, but participants wish
they had.
• Snapple was perceived as a premium, cool, happy and summertime drink
whereas its competitors were perceived as simply middle class (Arizona), low
class (Lipton), and for teenagers (Brisk). Tao Tea and Honest Tea went
unrecognized.

6
SWOT Analysis
Brand loyalty in Heartland
High brand awareness
Strong brand image
Product line variety
Low Brand Consideration
among Non-Heartland Users
Alienating the Non-Heartland
Cheaper competitors
Non interactive social media
Increase brand purchases in
Non-Heartland regions
Increase top of mind brand
awareness within the
Non-Heartland regions
Gain a better influence within
different media platforms
Both Primary & Secondary
Competitors
Increase of competitors
in the brand category
W O
Snapple needs to incorporate different media platforms in order to increase brand awareness and purchases
among Non-Heartland users (individuals who are not aware of the wide-variety of drinks Snapple has to offer),
while at the same time, reminding their current users to continue purchasing Snapple.
rengths eaknesses hreatspportunities
The Problem:
TS

7
Target MarketYoung Professionals
Justin is 22 and a recent college graduate from Boston
University. He is working part time as a waiter, but is
also looking for a career opportunity in his field. He is
still living in his school apartment and looks for the best
deals. He is health and price conscious. However, every
so often, he enjoys purchasing more flavorful drinks that
are not too costly.
Consumer
Profiles
The 9-5 Worker
Michael is a teacher who works full time at the local
high school. He is 30 years old and lives in Houston,
Texas. During his break, he always has some sort of
tea drink for lunch. He is very outgoing and loves to try
new things. He likes a variety of flavors and looks for
products that are convenient. He likes to budget
his money.
Home Sweet Home
Marie is a proud mother of two boys. Martha works part
time as a teaching aid at a nearby elementary school as
well as a full time mother who drives her sons to
numerous tryouts and sports events. Both boys crave
sugary soft drinks on the go, but she wants a natural
alternative. She is looking for a fun, cool drink that they
will enjoy that is also a trusted premium brand.
Segment 1- “The Young Professionals”
• Single men and women (18-25) who want a good
quality drink
• College students and recent graduates who live in both
Heartland and Non Heartland areas
• Includes both heavy and light users
• Open minded
• Work part-time/ starting full time careers
• Want fun drinking experience
• Values alone time, but also enjoys partying with friends
Segment 2 - “The 9 to 5 Worker”
• Middle class men and women (26-49)
• Live in non-heartland areas- both urban and suburban
• Practical
• Working full time with a stable income; at least some
college education
• Has a daily routine, but always looks to try something new
Segment 3 - “Home Sweet Home”
• Parents (25-40) who are buying drinks for their children in
suburban Heartland areas
• Buy all natural drinks, practical, and fun drinks for their
children (12-17)
• Middle/ Upper middle class / working and stay at
home parents
• Values convenience
• Very active in children’s lives

8
Brand Essence
Our vision is to emphasize to the busy, on the go, 18-49 year old consumers that Snapple is the
most refreshing and fun-filled Iced Tea/Juice Drink choice out there due to its endless flavor options
that suit your mood. With Snapple you can have fun and stay refreshed all at the same time!
Positioning Statement:
Brand Personality
Brand Values
Brand Essence
Engaging, Quirky, Cultural, Eccentric, Entertaining
Fun, Variety of Flavors, Confident, Unique,
Refreshing, Natural, Premium
Variety
Premium
Basic
Adventurous/BoldTame/Boring
Snapple
Brisk
Arizona
Lipton

9
Big Idea
Find Your Snapple
Quench Your Mood
&
With a variety of flavors,
Snapple has the taste
to compliment or
enhance any mood.
Snapple is the perfect
pick me up and
provides you with a
refreshing and unique
experience each day.

Creative Brief
To convince busy, on-the-go 18-49 year old adults that Snapple is a fun, refreshing beverage that offers a
variety of flavors to compliment or enhance their mood.
Target Markets
• Segment 1- “Young
Professionals”
• Segment 2- “The 9 to
5 Worker”
• Segment 3- “Home
Sweet Home”
Competitors
• Direct Competitors:
Lipton, Arizona, Brisk,
Wawa Brand
• Indirect Competitors:
Energy drinks, soda, juice
drinks, and sports drinks
Current Perceptions
For the Heartland users, there is
a high awareness of Snapple
and a high top of mind
awareness. From our research,
consumers view Snapple as a
good tasting premium brand.
However, many consumers
choose the competition due to
the cost effective value and their
loyalty to other brands.
For the Non-Heartland users,
there is a high awareness of
Snapple, but a low top of mind
awareness.
Desired Perceptions
We want consumers to think of
the brand as fun, quirky, and
refreshing. Snapple is fun and
quirky because of its large
variety of unique flavors that are
suitable for every person’s
mood. We want the brand to be
thought of as youthful (daring,
new, fun), however we have to
maintain that the product is also
for a mature audience. We want
consumers to see this product
and think that it is a must have
beverage.
Positioning
Our vision is to emphasize that
Snapple is the most fun-filled Iced
Tea/Juice Drink choice out there! The
endless refreshing variety of flavors
offer a chance to find the perfect one
to fit your mood. Whether you want to
be daring with Kiwi Strawberry or
simple with Lemon Iced Tea.
Unique Selling Point
Variety. The unique and wide range of flavors
differentiates itself from the competitors and
offers a memorable experience to the
consumers instead of just offering an
ordinary drink.10

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Traditional: Radio
Radio spots will be used throughout the entire year of the
campaign. The spots will be centered around the
big idea: “Find your Snapple and quench your mood”
and highlight a wide variety of available Snapple flavors.
30 Sec.
Radio
Spot
Radio Spots will be featured on stations such as:
Today’s Hits, Classic Rock, Sports Radio, & Light Rock
DATE: 2017
CLIENT: Snapple
RE: (:30 Radio Spot) – “INDECISIVE”
SFX: (INSTRUMENTALSUPERMARKET MUSIC PLAYING IN THE
BACKGROUNDALONG WITH LOW CHATTER FROM OTHER
SHOPPERS)
MAN 1: MAN, THERE IS SO MANY DIFFERENT FLAVORS OF SNAPPLE, I
DON’T EVEN KNOW WHERE TO BEGIN!
MAN 2: CAN’T GO WRONG WITH THE CLASSIC PEACH TEA.
MAN 1: OK…
MAN 2: (INTERRUPTING) NO- YOU HAVE TO TRY KIWI STRAWBERRY.
THE FLAVOR IS MIND BLOWING. NO, WAIT. SNAPPLEAPPLE. IT IS THE
PERFECT COMBINATION OFAPPLEAND …
MAN 1: YOU’RE NOT HELPING.
MAN 2: FINE, THEN. WHAT’S YOUR MOOD TODAY?
MAN 1: I GUESS I’M FEELING PRETTYADVENTUROUS RIGHT NOW.
MAN 2: THAN KIWI STRAWBERRY IT IS.
ANSR: FIND YOUR SNAPPLEAND QUENCH YOUR MOOD TODAY.

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Traditional: Television
A 30 second commercial that will
air during Primetime and Late
Night time slots. The commercial
features a woman pulling into a
supermarket parking lot with her
shopping list on hand. At the top
of her list is Snapple. The ad goes
on to show which flavor will fit
her mood.
30 Sec.
TV Ad

Traditional: Print
Our “Quench Your Mood” print
advertisements will capitalize on
the wide variety of flavors
Snapple has to offer each and
everyone of your moods. They
will be placed throughout
various big name magazines,
local/national newspapers that
correlate with our target market.
13

14
Traditional:
Outdoor/Transit
Billboards
Bus
Stops
Subways
Taxis
Bus
Ads
These are examples of outdoor advertisements that will be
displayed at bus stops and other transit locations, and
along popular roadways. The ads further communicate that
there is a flavor for every mood, whether it is to be curious
with Kiwi Strawberry, or adventurous with Mango Madness.

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Traditional: Direct Mail
Our Holiday Mailers will be
distributed during the peak
holiday seasons over the year
long campaign. The aim is to
highlight/promote variety pack
purchases in that it offers a
Snapple flavor to complement
each and every mood of every
guest in attendance!
To: Heartland
&
Non-Heartland
Consumers
Love, Snapple!
Dear, Snapple Lover

Non-Traditional:
Website/Digital
The website will mirror the “Quench Your Mood” campaign.
On the homepage of the Snapple website, there will be an
announcement for the “Create a Flavor” contest. Starting at the
beginning of the campaign in January, it will be the first thing
consumers see when they log onto the website. There will also be
an option for consumers to pitch their flavor through the website.
Our social media pages will also direct consumers to the website
for more information about the products.
Digital advertising will also be used in the national market
and in spot markets throughout the entire campaign and will be
linked to the website.
Visit
Snapple.com
Today!
16

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Non-Traditional:
Social Media
Consumers can enter the contest by taking a photo of
themselves with their Snapple and/or the Snapple bus
and post it to social media with the hashtag
#quenchyourmood.
Consumers will be able to enter the social media
based contest for a chance to win a variety of
prizes valued up to $1,000.
A winner will be chosen at random, at the beginning
of each month, until the contest is over in December
Each Month’s winner will also be featured on
Snapple’s Website.
Apple
Electronics
American
Express
Card
Season
Tickets
Gas
Card
Gift
CardsShopping
Spree
#quenchyourmood Social Media Contest
January-December

18
Non-Traditional:
Sales Promo/In-Store
• Placed Nationwide from April to December
• They will be located at supermarkets, college
campuses, office buildings, malls, highway
rest stops, and hospital cafeterias.
• These vending machines will feature giant
touch screens and give the option for the
customer to take the Snapple quiz to
determine what flavor is best for them that
day. That quiz is similar to the quizzes that
are available during the Snapple tour bus
promotion and will feature the limited
edition bottles.
Snapple
Vending
Machines
Table
Tents
Table tents will be placed in Cafes
(such as saladworks, starbucks, etc.)
• Ambassadors will be in-store
in both Heartland and Non-
Heartland areas.
• They will assist with the sales
promotions.
Brand
Ambassadors
Limited
Edition
Bottles

19
Public Relations
Brand Ambassadors
Will be hired to execute multiple tasks centered around
creating brand awareness and a positive brand image.
Work on-premis accounts that include: Walmart, Sam’s
Club, BJ’s, Costco, Acme,Wegmans, & ShopRite.
Will announce what cities the Snapple vending machine tour
bus will be stopping at to give the consumers a heads up and
to be on the lookout. However the dates of the stops will still
remain a secret.
Press Release
Distribute cards and show consumers how to enter contests
on social media and how to find their social media accounts.
Will actively engage consumers by asking them to participate
in a “mood” test in order to quench their mood and find their
Snapple!
Participating consumers will recieve a pen, frisbee, or
keychain.
Consumers who make a Snapple purchase will receive a
hat or tee-shirt.

20
Guerilla Marketing
• 6 tour buses launch nationwide
• 4 for the Non-Heartland areas from April to June
• 2 for the Heartland areas from June to August
• Tour buses will feature touch screen vending machines where
consumers can take a mood test to discover which flavor of
Snapple is perfect for them that day.
• Vending machines will have limited edition bottles of Snapple
that have adjectives or moods on them to describe the flavor.
• Peach Tea (Classic), Lemon Tea (Invigorating), Half ‘n Half
(Harmonious), Raspberry Tea (Mellow), Green Tea (Determined),
Pink Lemonade (Playful), Cranberry Raspberry (Passionate), Fruit
Punch (Cheerful), Snapple Apple (Fearless), Mango Madness
(Adventurous), Kiwi Strawberry (Curious)
Snapple
Tour Bus
• Fly over west coast beaches
• Will appear during brand ambassador
promotions that are on the beach, as well as
during other times during the summer months.
Aerial
Advertising ✈
Limited
Edition
Bottles

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Media Plan
• Geography: The campaign is national and includes the top 30
spot markets.
• Television: Three commercials (15, 30, and 60 seconds) will run
nationally and spot on all dayparts, all networks, cable, prime, and
syndicated with exposure ranging from light to heavy.
• Radio: National syndicated and spot stations (15 and 30 seconds)
with heavy exposure on daytime and evening drive dayparts will run
throughout the campaign year.
• Digital: National and spot print and banner ads on general, targeted,
video and publisher video sites will run heavily the entire campaign
year and coincide with an interactive promotional app campaign
starting in January on mobile and social sites.
• Magazine/Newspaper: Half page four color ads will be placed in
select women’s, men’s and general interest magazines. Heavier
exposure in women’s throughout the year and light to moderate ads
will pulse in men’s and general interest. National newspaper ads with
heavy buys will run the entire campaign.
• Outdoor: Ads will pulse 25 show for four months of campaign year.
• Direct mail: Holiday post cards will mail three months of
campaign year.
• Guerilla: Interactive tour bus visits and aerial banner ads in select
spot market locations over six months. Retail store interactive
vending machines in select store locations.
Media Mix
Reach/Frequency
Grow volume and top of the mind awareness of current loyal consumers in
Heartland, by aggressively exposing the audience through a media campaign with
a high frequency and focused reach. Also, to venture into a new market in the Non-
Heartland with a creative and interactive, non-traditional and traditional media
campaign with a high reach and medium frequency; over 12 months, in 30 top spot
markets using a pulse of traditional and outdoor media buys, and consistent
traditional media buys nationally.
Objectives

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Budget Allocation
Given a budget of $50 million
dollars for a full calendar year
2017 (January 1st to December
31st). This includes all marketing
tactics from traditional to non-
traditional media. We made sure
to set aside $5 million for
research and non-media buys. In
addition, we have around $673
thousand for contingency.

23
Top 30 Markets
Heartland adults 18-49 years old who are African
American and Caucasion, including influencers of buyers
in Heartland (12 to 17) in middle and upper middle class /
suburban working and stay at home mothers. In Non-
Heartland and spot markets, adults (18 to 25) with a
focus on African America women and middle class men
and women ages 26 to 49 with stable income. Single
college students and recent graduates who live in both
Heartland and Non- Heartland areas who are both heavy
and light users.
Target Audience

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Evaluation:
Awareness & Attitude Tracking
Will be a long-term process in order
to measure brand awareness of the
campaign before and after it begins.
Recall &
Recognition Testing
Traditional Advertising
Supportive Media
Snapple Bus
Vending Machines
Brand Ambassadors
Public Relations
(long-term tracking)
Sales Promotion
Social Media
Digital Media
Web visits, contests,
social media platforms
Behavior-Based Media
&
Log Analysis Software
Awareness
&
Altitude Tracking
Participation
Monitored
&
Measured

Mission
Statement
Our mission is to help clients grow
their product or business through
highly strategic communication
services. With the implication of
research, data, and creativity, we are
confident that we can successfully
execute our plan and because we are
so passionate about our work, we are
committed to uphold the integrity of
Heartland Heroes by accepting only
excellence from ourselves.
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References:
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2. Bar Graphs on Research Page from Survey Monkey
https://www.surveymonkey.com/analyze/SPikHqTKLEr_2Bjx4QFZBDO41EX5ZJEgttZLCQ51yYt6A_3D
3. "Cost of Operating a Vending Machine." Franchise Direct. International Franchise Association, Oct. 2014. Web.
4. “Health Disparities Experienced by Black or African Americans- United States.” Morbidity and Mortality
Week Report 54.1 (2005): 1-3. Television Buys. 2014. Web.
5. Local Television Market Universe Estimates. N.p.: Neilsen, 2015. PDF.
6. Martin, Dennis and Robert, Coons. “Media Flight Plan.” Media Flight Plan. Deer Creek. 2015. Web.
7. “MRI Reporter.” MRI Reporter. MRI+, 2015. Web.
8. NTV. “Network Demographics.” National TV Spots. NTV, 2014. Web.
9. "Products." Snapple. Dr. Pepper Snapple Group, 2015. Web.
10. Snapple Website for the Create a Flavor Page (Home Page Visual)- http://www.snapple.com
11. Snapple. Snapple Case Study. N.p.: n.p., 2015. PDF.
12. Specialty and Custom Buses." Best Bus Sales. N.p., 2015. Web.
13. "Syndicated Loan." SpringerReference (2011): n. pag. TVB. Local Media Marketing Solutions, 2015. Web.
14. “Syndicated Television Advertising.” Syndicated Television Show, Advertising and Media Buyin Costs.
Media Brokers International. 2014. Web.

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