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SnappleBookRoughMarch24th (1)

The proposed marketing campaign aims to increase Snapple's market share both inside and outside its "heartland" region. The campaign's objectives are to grow brand relevance with existing customers, drive trial among new consumers, and increase purchase frequency overall. The integrated marketing strategy features television, radio, outdoor, digital and social media placements. Creative content will emphasize Snapple's quirky personality and encourage consumers to embrace their individual tastes.

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1 A Executive Summary Strategy Situation Analysis.................................................................. 2 Competitive Analysis............................................................. 3 Target Audience.................................................................... 4 Geographic Segments........................................................... 5 Interviews.............................................................................. 6 Consumer Findings............................................................... 7 SWOT..................................................................................... 8 Campaign Strategy................................................................ 9 IMC/Media Strategy............................................................ 10 Creative Creative Strategy................................................................. 11 Media Mix........................................................................... 12 Television............................................................................. 13 Radio................................................................................... 14 Billboards............................................................................ 15 Social................................................................................... 16 IMC/Media Partnerships...................................................................17-19 Promotions.....................................................................20-21 Retail Activation.............................................................22-23 Campaign Schedule............................................................ 24 Budget................................................................................. 25 ROI....................................................................................... 26 Bibliography........................................................................ 26
2 Situation Analysis Category • The Liquid Refreshment Beverage (LRB) category consists of water, carbonated soft drinks, tea, milk, fruit juice, fruit drinks, energy drinks and sports drinks • In 2015, the LRB industry generated total sales of $168.3 billion in the U.S. • Within the LRB industry, ready-to-drink teas and juices have progressed dramatically, reaching 14% of category share • The top four companies leading the tea and juice drink category in sales volume are Arizona, Lipton, Brisk and Snapple • Gold Peak and Pure Leaf have seen high increases in volume performance within the past year • Dr. Pepper Snapple Group’s 2015 net sales were $6.3 billion • Snapple’s annual sales volume is 35 million cases generating net sales of $56.9 million Industry Trends • E-commerce and online grocers are important factors affecting the beverage industry • More than 85% of tea consumed in the U.S. is chilled • The four leading companies in the refreshment beverage industry are Coca-Cola, PepsiCo, Nestlé Waters North America, and Dr. Pepper Snapple Group • Consumers pay more for a product or package that simplifies their lives • Beverage companies are emphasizing health benefits of tea to meet the cultural shift towards a healthier lifestyle Bottom Line: Snapple faces steep competition in the LRB industry, but with a fresh campaign, the brand can increase their market presence and share. Leading Liquid Refreshment Beverage Companies In The U.S. Based On Market Share Leading Tea And Juice Drink Beverage Based On Volume (in Millions) 33.6% Coca-Cola 25.4% Pepsi 19.3% Other 11% Nestle 10.7% Dr Pepper Snapple 122 60 51 35 ARIZONA LIPTON BRISK SNAPPLE
3 Competitive Analysis 142 K 12.8 K 10.3 K 9.2 K 9 K 6.7 K Bottom Line: Snapple has a strong presences on social media. By effectively utilizing social media, Snapple can actively engage with their consumers and drive sales. Instagram Followers Twitter Followers Facebook Followers Market Share Snapple 97.3K 78.5K 46.2K 30K 19.4K 4.5K Arizona Lipton Brisk Gold Peak Pure Leaf 6.6M 3.5M 3M 1.4M 480K 398K Lipton Snapple Arizona Brisk Pure Leaf Gold Peak 38.5% Arizona 18.8% Lipton 15.9% Brisk 11.2% Snapple 8.1% Gold Peak 7.4% Pure Leaf
4 Target Audience As we explored the suggested target audience of 18-49 year olds, we discovered disparities between 18-34 year olds and 35-49 year olds regarding their consumption habits and perception of the Snapple brand. Because of this, we propose a target audience of 18-34 year olds, with a focus on those ages 18-24. By concentrating on a narrowed target audience, we can effectively connect with consumers who are beginning to embrace their individuality by choosing brands that represent their taste. This presents Snapple with an opportunity to connect with a brand loyal consumer base; thus, creating life-long Snapple drinkers. Millennial Trends • Largest generation in the U.S. representing 25% of the population • These 75 million consumers command $200 billion in annual buying power • 87% more likely to drink RTD tea than any other generation • Proud of their individuality and prefer to buy brands that reflect their style and personality • Brand-loyal consumers expect companies to interact with them on an emotional level • Influenced by digital media & enjoy active leisure lifestyles Bottom Line: Our 18-34 year old target is comprised of dynamic, adventurous individuals, who value brands that reflect their unique personalities.
5 18-34 “Outside the Heartland” Personality Traits • I use social media throughout my day • My lifestyle is vibrant and active • I often partake in outdoor leisure actives • I stand for social causes that are important to me Beverage Consumption • I am not very likely to drink Snapple • Every once in a while, I will choose a tea or juice beverage as my drink 18-34 “Heartland” Personality Traits • I refuse to accept the status quo • Taking risks is my forte • I rely on so and digital media as a form of entertainment, news, and networking • My career is extremely important to me, and I believe money and status measure my success Beverage Consumption • I am a brand advocate for Snapple • I loyally drink tea and juice beverages Target Segments Snapple Implications • Use digital opportunities to engage with consumers • Portray a fun, quirky brand image to appeal to the consumers’ vibrant, active lifestyles • Promote Snapple as a value-driven company by implementing a corporate social stance • Increase distribution to make Snapple drinks readily available across the U.S. The target audience in the Heartland are the typical fast-paced, self-motivated Northeasterners who are already very familiar with Snapple. The Outside Heartland segment is overall laid-back, partake in outdoor activites, stand for social causes, and are not as familiar with Snapple. Although these segments move at different speeds, they both appreciate the importance of individuality and expression in their lives.
6 Interviews “I treat myself after a long night.” - Ava, PA “It’s very colorful. If I pass by Snapple I’ll buy it because it tastes good and there are lots of flavors.” -Tiana, CO We conducted over 30 on-the-street interviews with consumers to uncover deeper insights into their beverage preferences and perceptions of Snapple. Reccurring themes indicated that millennials favor the refreshing taste and variety of flavors that Snapple offers. By understanding what qualities are important to our target, we were able to develop an effective campaign strategy. “A fun personality - very witty.” - Austin, VA “Simplicity…maybe a little extra flavor and pizazz.” - Donny, MD “I want it to be refreshing and taste really good.” - Julie, PA “I usually pick it up with a quick dinner or snack.” - Clay, CA “Different flavors, colors; if it draws my eye then I’ll try it.” - Ellis, NV “I don’t think about it too much. If it sounds really good at the moment, I will get it.” -Greg, PA “I like Snapple’s glass bottles… it separates them from other brands.” - Kelly, NJ Bottom Line: Snapple’s refreshing taste and quirky brand personality makes it popular among millennial consumers. When I Hear Snapple... What I Want in Snapple... When I Buy Snapple...
7 Consumer Analysis Primary Research To fully understand 18 -34 year old consumer beliefs, attitudes, perceptions and behaviors regarding Snapple and other RTD teas, we conducted the following research: • Nationwide Qualtrics survey with over 900 respondents • Over 30 on-the-street interviews • 9 in-depth interviews According to our survey, consumers believe that Snapple is more refreshing, has better taste and better flavors than its competitors. • 65% said that Snapple’s REFRESHMENT is “good” or “very good” • 70% said that Snapple’s TASTE is “good” or “very good” • 76% said that Snapple FLAVORS are “good” or “very good” However, survey respondents believe that other competitors have higher ingredient quality and lower prices. General Attitudes Consumers discussed their ideal tea and listed these 5 characteristics as most important: TASTE REFRESHMENT FLAVOR OPTIONS INGREDIENT QUALITY PRICE 0 10 20 30 40 50 60 70 80 90 100 30% 32% 38% Cheerful Original Playful Snapple’s Perceived Brand Personality Bottom Line: Snapple out-performs the competition in consumers’ top three, ideal beverage attributes: taste, refreshment and flavor options.
8 Campaign Strategy Bottom Line: With strategic messaging in both the Heartland and Non-heartland, Snapple can reach their ultimate objective: to growth total Snapple volume across the U.S. Action Set • Lack of “top of mind” awareness affects the brand in terms of sales • Brand relevance is greater in the heartland • In the heartland only 50% of consumers consider it when choosing a tea or juice beverage • Snapple has huge room to grow within both markets • Large variety of flavors • Glass packaging and single serve containers are preferred • Premium beverage • Unique personality • Limited distribution outside of the Heartland • Low top of mind awareness (Heartland and Outside the Heartland) • High sugar content • Product personalization • Increase sales outside the Heartland • Appeal to an 18-34 year old millennial market • Reposition the brand image • Support a social cause • Increasing consumer interest in health and wellness products • Competitors with large scale distribution networks, manufacturers, and retailer processes • Competitors in multiple beverage categories • Segmented market (NYC) • Strong emerging competition Opportunities Weaknesses Threats Strengths
9 Campaign Strategy Communications Goals The overall goal is to give Snapple its own unique niche in the tea and juice drink category through expression of Snapple’s quirky and fun personality where consumers are encouraged to join the brand in embracing their individualistic selves. Snapple has a reputation for being known as a fun, quirky brand. Yet, Snapple’s most recent advertising campaigns have shown consumers a different side of the brand. This includes the portrayal of Snapple as a more serious, nostalgic beverage that is adored primarily by New Yorkers. This campaign presents the obstacle Snapple is now facing. How can they break out of their heartland and reach consumers throughout the rest of the country? We know Snapple can do so by going back to their original roots of accepting and embracing what makes them “Snapply. 3 Campaign Objectives Inside the Heartland: Grow Brand Relevance through engagement tactics with Heavy Snapple Users Outside the Heartland: Drive Trial to create Top of Mind Brand Awareness Inside and Outside: Grow Purchase Frequency Outside Heartland Inside Heartland GoalCurrent (per year) (per year) EMBRACE INTERACT CREATE Bottom Line: Snapple must focus on these three goals to effectively reach consumers inside and outside of the Heartland with their quirky personalities individuality awareness emotionally
10 IMC/Media Strategy Objectives • Reach our target audience through a strategic media mix supported by our quintile analysis • Acquire a total of 2,640 Gross Rating Points (GRP) throught the campaigns duration • Earn 1.5 billion national impressions • Drive 100,000 new store visits through programmatic buying • Increase our online engagement with consumers through the Snapple on Tap truck • Purchase more media in the months of June, July and August in order to attract new consumers during peak tea season • Reach 88% of our target at a frequency of 22.8% over the couse of the campaign Strategy The media strategy will incorporate traditional advertising during the peak season for RTD tea purchases, from April through September. There will be heavier media purchases in the months of June, July, and August. Throughout the year, Snapple will continue to build and maintain top- of-mind awareness with consumers by utilizing its owned media such as YouTube, Facebook, and Instagram and by purchasing online and digital advertising. Video advertisements will be featured on Hulu and radio advertisements on Spotify. Frequently used online sites will feature digital ads that contain links to Snapple’s microsite. CHICAGO BOSTON LOS ANGELES PHILADELPHIA MIAMI ATLANTA DENVER NEW YORK AUSTIN PRIMARY SECONDARY Bottom Line: Snapple should focus on these spot markets due to their high indexes of tea and juice drinkers.
11 EMBRACE YOUR TASTE Creative Strategy Encourage our target audience to embrace everything that makes them unique by inspiring them to define their own taste.
12 Media Mix Paid Earned Shared Owned Traditional Advertising Traditional advertising for our recommended campaign includes national and spot television, radio and outdoor. The media will be purchased from April through September to parallel the peak season for tea and juice sales, with heavier frequency in June, July, and August. These platforms were chosen based on quintile data from our target audience. We will advertising on programs that rank highly among our target audience such as Empire, Scandal, The Big Bang Theory, Family Guy, and The Voice. Sponsored Social Snapple can sponsor content on social media platforms like Instagram and Snapchat to capitalize on millennials’ obsession with mobile media. Programmatic Buying Programmatic buying is calculated through a program called Rocketfuel that tracks mobile and in-store activation efforts. Dr. Pepper Snapple Group has already taken advantage of programmatic buying, and we encourage them to utilize it again throughout the Snapple campaign. Programmatic mobile ads will help drive in-store visits and encourage both Light and Heavy Users to increase their Snapple purchases. Guerilla Marketing We recommend utilizing the Snapple on Tap beverage truck as an interactive way to drive trial outside the Heartland and engage with consumers on a deeper level. Social Media Facebook, Instagram, YouTube and Twitter are the social platforms we recommend using to reach the target consumer. Snapple currently has a strong online presence, and it is important for the brand to continue to interact with users on these platforms. Certain platforms will also be used to showcase Snapple’s partnership and promotions. Microsite To facilitate Snapple’s new charitable partnership, we suggest building a microsite. Digital advertising placed on popular websites like Facebook, Buzzfeed and Amazon will link directly to the new microsite.
13 Television EMBRACE YOUR TASTE Our recommended 30 second television spot, “Taste is More,” redefines the meaning of “taste.” Taste is about more than flavors. Taste encompasses everything about someone: their experiences, ambitions, preferences and beliefs. The spot uses relatable imagery and heartwarming copy to encourage our target to define their taste and, most importantly, to embrace it. “Taste is More” - 30 Seconds SFX: “Calvin Harris - Feel So Close (Housejunkee Edit)” Open with close-up of young man sipping Snapple. VO: “What is taste? Snapple believes that taste is more than just what you taste.” Cut to waist-up shot of young man laughing. VO: “Taste is not limited to just salty or sweet, sour or bitter. Our taste is what defines us, and your taste is everything that defines you.” Cut to group of friends drinking and taking pictures VO: “Your friends and your family.” Cut to young man repping his hometown team. VO: “Your hometown and your traditions.” Cut to young woman sitting on the top of a mountain. VO: “Your experiences and your explorations.” Cut to young woman running. VO: “Your passions and your accomplishments.” Cut back to close-up of same young man sipping Snapple. VO: “Whatever your taste is, embrace it with Snapple’s forty unique flavors.” Cut to Snapple logo and slogan. VO: “Snapple, Embrace Your Taste.”
14 Radio ANNCR: (:07) Snapple believes that taste is more than just what you taste. Our taste is what defines us and your taste is everything that defines you. So, whether your taste is comfortable (SFX): (:02) CRASHING WAVES ANNCR: (:02) Or adventurous... (SFX): (:02) SCREAMING ON A ROLLER COASTER ANNCR: (:02.5) Whether your taste is night in (SFX): (02): LATE NIGHT TV BACKGROUND NOISE ANNCR: (:02) Or night out... (SFX): (:02): CLUB BASS MUSIC ANNCR: (:02) Whether your taste is victorious (SFX): (:02): CROWD CHEERING ANNCR: (:01.5) Or challenging... (SFX): (:02): MAN GRUNTING AND WEIGHTS CLINKS ANNCR: (:03) Whether your taste is weekday (SFX): (:02): FAX MACHINES AND COPIERS WORKING ANNCR: (:01) Or weekend... (SFX): (:02): FRIENDS LAUGHING ANNCR: (:04) Embrace it, with Snapple’s forty unique flavors. Snapple, Embrace Your Taste. BRAND: Snapple CAMPAIGN: Embrace Your Taste SPOT LENGTH: 30 Seconds SPOT TITLE: Taste Is PRODUCTION NOTES: SETTING/SCENARIO: The spot explores different auditory examples of what your taste can be. SOUND EFFECTS (SFX): Crashing waves, roller coaster gears with screaming, TV background noise, club music, cheering, grunting with weights heard clinking, fax and copy machines running, and laughter. Airing on both traditional and Spotify, radio spots will reiterate the redefinition of taste through a “Taste Is” spot.
15 Outdoor Billboards Uniquely tailored to each of the 5 spot markets, billboards will highlight the “taste” of each city. Whether it’s a city’s passion for sports, love of jazz, or celebrity inhabitants, these billboards will invoke a feeling of local belonging and pride. In addition to the city-specific billboards, the more general “Your taste is what defines you.” billboards will be placed within spot markets with the potential for national use.
16 Social Facebook In order to encourage consumers to try new Snapple flavors, we recommend a series of short, fast-motion videos optimized for Facebook’s autoplay feature. These videos will introduce creative ways to include Snapple in recipes such as popscicles, cocktails and desserts. A collection of these videos will be posted on Snapple’s YouTube channel and shared via our Facebook page. snapple snapple u.Your taste is everything that makes you, you Define your taste for free by clicking on the coupon! #Embrace YourTaste#Embrace YourTaste COUPON ...for free Snapchat We recommend that Snapple sponsor a nationwide Snapchat filter for consumers to share their Snapply personalities. The filter will run during the second week of October to build from the traditional advertisements consumers have been exposed to over the past six months. Twitter Snapple will promote National Diversity Day, October 6th 2017 with a sponsored hashtag emoji encouraging consumers to embrace their taste.
17 Partnerships EMBRACE YOUR SPACE The Project for Public Spaces is a nonprofit organization established in 1975. Their mission is to help people create and sustain public spaces that build stronger communities. The organization was built around the overarching idea of “placemaking,” which inspires people to collectively reimagine public spaces as the heart of every community. This idea ties into our target’s appreciation of individuality and encourages them to embrace their own spaces. The organization also invests in educating communities to celebrate their diversity in public spaces. The Project for Public Spaces and Snapple will work together to embrace individuality and encourage community members to make their neighborhoods a better place. Snapple will use Instagram to promote this partnership by sharing photos of each rennovation. We will also run a competition online to generate awareness for the cause. snapple nSome of the best community renovations when you embrace your space. #EmbraceYourTaste
18 Partnerships Is your community in need of a refreshment? Snapple and PFPP is teaming up to renovate 6 public spaces. Nominate your public space today! NOMINATE HERE DONATE SUBMIT YOUR SPACE Snapple & Project for Public Spaces are teaming up to improve 6 commmunity spaces. Vote for your favorite space below. 11,210 10,234 9,432 8,701 5,333 4,902 Competition To find public spaces that need attention, we will have consumers share images of spaces in their hometown that they feel needs renovation. We will create a microsite to be the landing page for the competition, in which people can submit their images. Visitors to the site will vote for the space they believe deserves the renovation the most. This partenership will run the full time of our campaign and 4 projects will be chosen, one for each quarter. Features of the Site • Donation Page • Submission Form • Voting Forum • Images of previously renovated projects
19 Partnerships Is your community in need of a refreshment? Snapple and PFPP is teaming up to renovate 6 public spaces. Nominate your public space today! NOMINATE HERE Banner Ads In order to raise awareness for the Embrace Your Space competition, we will place banner ads on Amazon, Facebook and Buzzfeed. These messages will invite consumers to nominate a space they feel needs to be revived. By clicking on the banner ad, viewers will be automatically redirected to the Embrace Your Space microsite. Videos Snapple will launch the Embrace Your Space competition with a video on their Facebook and Twitter. This video will include details about the Project for Public Spaces and how to enter the competition. Snapple will also post recap videos when each space is completed, showing the “Before and After” of each space and testimonials from the community members who won the renovation for their town.
20 Promotions Souvenir Cups Souvenir cups will be created by local artists and designed to represent the “Snapply” essence of each region the truck visits. The cups can be purchased for $3, which will cover the cost of unlimited refills. All proceeds from the souvenir cups will be donated to the Project for Public Spaces. EMBRACE YOUR STATE Snapple on Tap Snapple on Tap is a customized beverage truck that will visit cities, retailers and events across the nation. Throughout our campaign, Snapple on Tap will drive trial outside the Heartland and reinforce brand loyalty inside the Heartland by creating unique, face-to-face connections with consumers. The vehicle will be decorated in a “Snapply” way and feature a dry-erase wall on both sides. Consumers can write on these walls about what they believe makes their state unique and “Snapply.” To receive a free sample from the Snapple taps, consumers will need to post on social media using the hashtag #EmbraceYourState and tagging @Snapple. Roadtrip Details • 10 flavors on tap • 3 Snapple beverage trucks • 2 trucks traveling outside the Heartland • 1 truck stationed inside the Heartland
21 embraceyourtaste “Snapple On Tap” Rolls Out 0 Published on January 4, 2017 We may be coming to a city near you! Check this out for more details. NAPPLE ON TAP: COMING TO A CITY NEAR YOU Promotions Tracking Snapple can use the app, TrackMyTour to recored the progress of each beverage truck and then share their location on Snapple’s social media pages. Consumers can visit Snapple’s Facebook or Twitter pages to determine when a Snapple truck will be coming to a city near them. Recap Videos Brief videos created by the Snapple on Tap road-trippers will highlight their unique experience in each region that Snapple visits. These videos will be generated in a “go-pro” style to express a sense of adventure and capture the most memorable moments from the road. Virtual Presence A YouTube video will introduce the Snapple on Tap promotion and include details about what regions the trucks are visiting, the flavors on tap, and how to track its travels.
22 Retail Activation Sponsored Instagram posts will feature click-through coupons that consumers can screenshot and redeem in-store via their smartphone. There will be two coupons, one outside the Heartland for a free Snapple to drive trial, and one offered nationwide for a “Buy One Get One Free” Snapple to drive total purchases. snapple snapple Your taste is everything that makes you, you. Define your taste for free by clicking on the coupon! #Embrace YourTaste COUPON ...for freeFREE(Up to $1.99) ONE (1) 16oz, bottle of any flavor Snapply Tea or Juice Drink BOGO Snapple on Tap will have a QR code on the trucks that consumers can scan with their smartphone to receive a coupon for a free Snapple. These manufacturer coupons will be redeemable at any store. This will encourage light users to try and purchase more Snapple. Sponsored Posts
23 Retail Activation Customized Spot Market Labels A new Snapple label will be custom designed for each spot market, featuring its unique geographic attributes. These collectible bottles will be placed on point-of-sale grocery store displays in each corresponding spot market. In-Store Displays A new Snapple label will be custom designed for each spot market, featuring its unique geographic attributes. These collectible bottles will be placed on point-of-sale grocery store displays in each corresponding spot market. Original Custom
24 Campaign Schedule ONLINE/DIGITAL Hulu Spotify Digital Ads Facebook Amazon Buzzfeed Snapchat Programmatic Buying Twitter Hashtag Emoji Net TV-L Nite/L News Net Cable-L Fringe Net Radio-Morning Drive Net Radio-Evening Drive Outdoor April May June July August September Spot TV-Late Fringe/News Spot Cable Spot Radio-Morning Drive 60 GRPs 60 GRPs 60 GRPs60 GRPs 60 GRPs 60 GRPs 60 GRPs60 GRPs 60 GRPs 60 GRPs 70 GRPs70 GRPs 70 GRPs 70 GRPs 70 GRPs75 GRPs 75 GRPs 75 GRPs 70 GRPs75 GRPs 75 GRPs 75 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 60 GRPs 60 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs TRADITIONAL 50 show 50 show 50 show50 show 50 show 50 show Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
25 Budget National Spot 20.1 x 75,000,000 = 1.5 billion 26.41 x 75,000,000 = 1.98 billion 93.0 88.0 69.0 64.8 50.0 43.2 3+ 3+ 5+ 5+ 28.4 22.8 2640 2010 Reach Reach Frequency Frequency GRPs GRPs Promos Partnerships Digital Traditional Production Contingency Traditional National Net TV-Daytime: $7,010,280.00 Net TV-L Nite/News: $7,342,200.00 Net Cable-L Fringe $3,550,260.00 Net Radio-Morning Drive $1,373,730.00 Net Radio-Evening Drive $1,070,535.00 Total $20,347,005.00 Spot Spot TV-L Fringe/News $1,980,720.00 Spot Cable $1,546,650.00 Spot Radio-Morning Drive $785,190.00 Outdoor $5,171,472.00 Total $9,484,032.00 Non-Traditional Digital $12,500,000.00 Partnerships/Promotions $4,500,000.00 Creative Production $500,000.00 Total $17,500,000.00 Contingency $2,500,000.00 Campaign Total $49,831,037.00 Market Spend Breakdown Spot Cumulative National Cumulative Impressions
26 ROI Media Objectives The campaign media objectives outside the Heartland revolve around building exposure through maximizing reach and discoverability. The campaign media objectives inside the Heartland revolve around building impact through increasing initial engagement. Tracking KPIs Snapple can track the progress of the campaign the Unaided Awareness key performance indicator. This can be measured by surveys completed before, during, and after the campaign. The diagnostic metrics for tracking will include video views, impressions, and reach outside the Heartland and brand search queries, click through rate, and # of visitors to content in the Heartland. Hashtag Tracking, Engagement and Coupon Redemption Benchmarking/Measurement The Heartland is home to 16.87MM Millennials. We calculated that Snapple ships approximately 4.83 MM cases (291,000 16oz bottles) to the Northeast per year. On average, these 36.2MM purchase 9 bottles a year; roughly equaling 2% of millennials. By engaging current heavier and light users in the Heartland, Snapple can achieve their goal of increasing purchase frequency from 9x to 10x per year. Outside the Heartland is home to 58.13MM Millennials. We predict that Snapple ships approximate- ly 30.17MM cases (1.653MM 16 oz bottles) to the rest of the country per year. In order to grow purchase frequency from 1x to 3x per year, if Snapple only reaches less than .7% of their current consumer base, they can achieve this by selling a total of 4.959MM bottles. For a perspective, there are roughly 1.9MM millennials in Chicago and Los Angeles alone. If they drank at least 3 bottles per year, Snapple would reach its goal. ROI 3:1 This ROI ratio, in conjunction with these calculations, indicates that Snapple can meet and exceed their goal by simply reaching a percentage of millennials.

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SnappleBookRoughMarch24th (1)

  • 1.
    1 A Executive Summary Strategy Situation Analysis..................................................................2 Competitive Analysis............................................................. 3 Target Audience.................................................................... 4 Geographic Segments........................................................... 5 Interviews.............................................................................. 6 Consumer Findings............................................................... 7 SWOT..................................................................................... 8 Campaign Strategy................................................................ 9 IMC/Media Strategy............................................................ 10 Creative Creative Strategy................................................................. 11 Media Mix........................................................................... 12 Television............................................................................. 13 Radio................................................................................... 14 Billboards............................................................................ 15 Social................................................................................... 16 IMC/Media Partnerships...................................................................17-19 Promotions.....................................................................20-21 Retail Activation.............................................................22-23 Campaign Schedule............................................................ 24 Budget................................................................................. 25 ROI....................................................................................... 26 Bibliography........................................................................ 26
  • 2.
    2 Situation Analysis Category • TheLiquid Refreshment Beverage (LRB) category consists of water, carbonated soft drinks, tea, milk, fruit juice, fruit drinks, energy drinks and sports drinks • In 2015, the LRB industry generated total sales of $168.3 billion in the U.S. • Within the LRB industry, ready-to-drink teas and juices have progressed dramatically, reaching 14% of category share • The top four companies leading the tea and juice drink category in sales volume are Arizona, Lipton, Brisk and Snapple • Gold Peak and Pure Leaf have seen high increases in volume performance within the past year • Dr. Pepper Snapple Group’s 2015 net sales were $6.3 billion • Snapple’s annual sales volume is 35 million cases generating net sales of $56.9 million Industry Trends • E-commerce and online grocers are important factors affecting the beverage industry • More than 85% of tea consumed in the U.S. is chilled • The four leading companies in the refreshment beverage industry are Coca-Cola, PepsiCo, Nestlé Waters North America, and Dr. Pepper Snapple Group • Consumers pay more for a product or package that simplifies their lives • Beverage companies are emphasizing health benefits of tea to meet the cultural shift towards a healthier lifestyle Bottom Line: Snapple faces steep competition in the LRB industry, but with a fresh campaign, the brand can increase their market presence and share. Leading Liquid Refreshment Beverage Companies In The U.S. Based On Market Share Leading Tea And Juice Drink Beverage Based On Volume (in Millions) 33.6% Coca-Cola 25.4% Pepsi 19.3% Other 11% Nestle 10.7% Dr Pepper Snapple 122 60 51 35 ARIZONA LIPTON BRISK SNAPPLE
  • 3.
    3 Competitive Analysis 142 K12.8 K 10.3 K 9.2 K 9 K 6.7 K Bottom Line: Snapple has a strong presences on social media. By effectively utilizing social media, Snapple can actively engage with their consumers and drive sales. Instagram Followers Twitter Followers Facebook Followers Market Share Snapple 97.3K 78.5K 46.2K 30K 19.4K 4.5K Arizona Lipton Brisk Gold Peak Pure Leaf 6.6M 3.5M 3M 1.4M 480K 398K Lipton Snapple Arizona Brisk Pure Leaf Gold Peak 38.5% Arizona 18.8% Lipton 15.9% Brisk 11.2% Snapple 8.1% Gold Peak 7.4% Pure Leaf
  • 4.
    4 Target Audience As weexplored the suggested target audience of 18-49 year olds, we discovered disparities between 18-34 year olds and 35-49 year olds regarding their consumption habits and perception of the Snapple brand. Because of this, we propose a target audience of 18-34 year olds, with a focus on those ages 18-24. By concentrating on a narrowed target audience, we can effectively connect with consumers who are beginning to embrace their individuality by choosing brands that represent their taste. This presents Snapple with an opportunity to connect with a brand loyal consumer base; thus, creating life-long Snapple drinkers. Millennial Trends • Largest generation in the U.S. representing 25% of the population • These 75 million consumers command $200 billion in annual buying power • 87% more likely to drink RTD tea than any other generation • Proud of their individuality and prefer to buy brands that reflect their style and personality • Brand-loyal consumers expect companies to interact with them on an emotional level • Influenced by digital media & enjoy active leisure lifestyles Bottom Line: Our 18-34 year old target is comprised of dynamic, adventurous individuals, who value brands that reflect their unique personalities.
  • 5.
    5 18-34 “Outside theHeartland” Personality Traits • I use social media throughout my day • My lifestyle is vibrant and active • I often partake in outdoor leisure actives • I stand for social causes that are important to me Beverage Consumption • I am not very likely to drink Snapple • Every once in a while, I will choose a tea or juice beverage as my drink 18-34 “Heartland” Personality Traits • I refuse to accept the status quo • Taking risks is my forte • I rely on so and digital media as a form of entertainment, news, and networking • My career is extremely important to me, and I believe money and status measure my success Beverage Consumption • I am a brand advocate for Snapple • I loyally drink tea and juice beverages Target Segments Snapple Implications • Use digital opportunities to engage with consumers • Portray a fun, quirky brand image to appeal to the consumers’ vibrant, active lifestyles • Promote Snapple as a value-driven company by implementing a corporate social stance • Increase distribution to make Snapple drinks readily available across the U.S. The target audience in the Heartland are the typical fast-paced, self-motivated Northeasterners who are already very familiar with Snapple. The Outside Heartland segment is overall laid-back, partake in outdoor activites, stand for social causes, and are not as familiar with Snapple. Although these segments move at different speeds, they both appreciate the importance of individuality and expression in their lives.
  • 6.
    6 Interviews “I treat myselfafter a long night.” - Ava, PA “It’s very colorful. If I pass by Snapple I’ll buy it because it tastes good and there are lots of flavors.” -Tiana, CO We conducted over 30 on-the-street interviews with consumers to uncover deeper insights into their beverage preferences and perceptions of Snapple. Reccurring themes indicated that millennials favor the refreshing taste and variety of flavors that Snapple offers. By understanding what qualities are important to our target, we were able to develop an effective campaign strategy. “A fun personality - very witty.” - Austin, VA “Simplicity…maybe a little extra flavor and pizazz.” - Donny, MD “I want it to be refreshing and taste really good.” - Julie, PA “I usually pick it up with a quick dinner or snack.” - Clay, CA “Different flavors, colors; if it draws my eye then I’ll try it.” - Ellis, NV “I don’t think about it too much. If it sounds really good at the moment, I will get it.” -Greg, PA “I like Snapple’s glass bottles… it separates them from other brands.” - Kelly, NJ Bottom Line: Snapple’s refreshing taste and quirky brand personality makes it popular among millennial consumers. When I Hear Snapple... What I Want in Snapple... When I Buy Snapple...
  • 7.
    7 Consumer Analysis Primary Research Tofully understand 18 -34 year old consumer beliefs, attitudes, perceptions and behaviors regarding Snapple and other RTD teas, we conducted the following research: • Nationwide Qualtrics survey with over 900 respondents • Over 30 on-the-street interviews • 9 in-depth interviews According to our survey, consumers believe that Snapple is more refreshing, has better taste and better flavors than its competitors. • 65% said that Snapple’s REFRESHMENT is “good” or “very good” • 70% said that Snapple’s TASTE is “good” or “very good” • 76% said that Snapple FLAVORS are “good” or “very good” However, survey respondents believe that other competitors have higher ingredient quality and lower prices. General Attitudes Consumers discussed their ideal tea and listed these 5 characteristics as most important: TASTE REFRESHMENT FLAVOR OPTIONS INGREDIENT QUALITY PRICE 0 10 20 30 40 50 60 70 80 90 100 30% 32% 38% Cheerful Original Playful Snapple’s Perceived Brand Personality Bottom Line: Snapple out-performs the competition in consumers’ top three, ideal beverage attributes: taste, refreshment and flavor options.
  • 8.
    8 Campaign Strategy Bottom Line:With strategic messaging in both the Heartland and Non-heartland, Snapple can reach their ultimate objective: to growth total Snapple volume across the U.S. Action Set • Lack of “top of mind” awareness affects the brand in terms of sales • Brand relevance is greater in the heartland • In the heartland only 50% of consumers consider it when choosing a tea or juice beverage • Snapple has huge room to grow within both markets • Large variety of flavors • Glass packaging and single serve containers are preferred • Premium beverage • Unique personality • Limited distribution outside of the Heartland • Low top of mind awareness (Heartland and Outside the Heartland) • High sugar content • Product personalization • Increase sales outside the Heartland • Appeal to an 18-34 year old millennial market • Reposition the brand image • Support a social cause • Increasing consumer interest in health and wellness products • Competitors with large scale distribution networks, manufacturers, and retailer processes • Competitors in multiple beverage categories • Segmented market (NYC) • Strong emerging competition Opportunities Weaknesses Threats Strengths
  • 9.
    9 Campaign Strategy Communications Goals Theoverall goal is to give Snapple its own unique niche in the tea and juice drink category through expression of Snapple’s quirky and fun personality where consumers are encouraged to join the brand in embracing their individualistic selves. Snapple has a reputation for being known as a fun, quirky brand. Yet, Snapple’s most recent advertising campaigns have shown consumers a different side of the brand. This includes the portrayal of Snapple as a more serious, nostalgic beverage that is adored primarily by New Yorkers. This campaign presents the obstacle Snapple is now facing. How can they break out of their heartland and reach consumers throughout the rest of the country? We know Snapple can do so by going back to their original roots of accepting and embracing what makes them “Snapply. 3 Campaign Objectives Inside the Heartland: Grow Brand Relevance through engagement tactics with Heavy Snapple Users Outside the Heartland: Drive Trial to create Top of Mind Brand Awareness Inside and Outside: Grow Purchase Frequency Outside Heartland Inside Heartland GoalCurrent (per year) (per year) EMBRACE INTERACT CREATE Bottom Line: Snapple must focus on these three goals to effectively reach consumers inside and outside of the Heartland with their quirky personalities individuality awareness emotionally
  • 10.
    10 IMC/Media Strategy Objectives • Reachour target audience through a strategic media mix supported by our quintile analysis • Acquire a total of 2,640 Gross Rating Points (GRP) throught the campaigns duration • Earn 1.5 billion national impressions • Drive 100,000 new store visits through programmatic buying • Increase our online engagement with consumers through the Snapple on Tap truck • Purchase more media in the months of June, July and August in order to attract new consumers during peak tea season • Reach 88% of our target at a frequency of 22.8% over the couse of the campaign Strategy The media strategy will incorporate traditional advertising during the peak season for RTD tea purchases, from April through September. There will be heavier media purchases in the months of June, July, and August. Throughout the year, Snapple will continue to build and maintain top- of-mind awareness with consumers by utilizing its owned media such as YouTube, Facebook, and Instagram and by purchasing online and digital advertising. Video advertisements will be featured on Hulu and radio advertisements on Spotify. Frequently used online sites will feature digital ads that contain links to Snapple’s microsite. CHICAGO BOSTON LOS ANGELES PHILADELPHIA MIAMI ATLANTA DENVER NEW YORK AUSTIN PRIMARY SECONDARY Bottom Line: Snapple should focus on these spot markets due to their high indexes of tea and juice drinkers.
  • 11.
    11 EMBRACE YOUR TASTE Creative Strategy Encourage ourtarget audience to embrace everything that makes them unique by inspiring them to define their own taste.
  • 12.
    12 Media Mix Paid Earned Shared Owned TraditionalAdvertising Traditional advertising for our recommended campaign includes national and spot television, radio and outdoor. The media will be purchased from April through September to parallel the peak season for tea and juice sales, with heavier frequency in June, July, and August. These platforms were chosen based on quintile data from our target audience. We will advertising on programs that rank highly among our target audience such as Empire, Scandal, The Big Bang Theory, Family Guy, and The Voice. Sponsored Social Snapple can sponsor content on social media platforms like Instagram and Snapchat to capitalize on millennials’ obsession with mobile media. Programmatic Buying Programmatic buying is calculated through a program called Rocketfuel that tracks mobile and in-store activation efforts. Dr. Pepper Snapple Group has already taken advantage of programmatic buying, and we encourage them to utilize it again throughout the Snapple campaign. Programmatic mobile ads will help drive in-store visits and encourage both Light and Heavy Users to increase their Snapple purchases. Guerilla Marketing We recommend utilizing the Snapple on Tap beverage truck as an interactive way to drive trial outside the Heartland and engage with consumers on a deeper level. Social Media Facebook, Instagram, YouTube and Twitter are the social platforms we recommend using to reach the target consumer. Snapple currently has a strong online presence, and it is important for the brand to continue to interact with users on these platforms. Certain platforms will also be used to showcase Snapple’s partnership and promotions. Microsite To facilitate Snapple’s new charitable partnership, we suggest building a microsite. Digital advertising placed on popular websites like Facebook, Buzzfeed and Amazon will link directly to the new microsite.
  • 13.
    13 Television EMBRACE YOUR TASTE Our recommended30 second television spot, “Taste is More,” redefines the meaning of “taste.” Taste is about more than flavors. Taste encompasses everything about someone: their experiences, ambitions, preferences and beliefs. The spot uses relatable imagery and heartwarming copy to encourage our target to define their taste and, most importantly, to embrace it. “Taste is More” - 30 Seconds SFX: “Calvin Harris - Feel So Close (Housejunkee Edit)” Open with close-up of young man sipping Snapple. VO: “What is taste? Snapple believes that taste is more than just what you taste.” Cut to waist-up shot of young man laughing. VO: “Taste is not limited to just salty or sweet, sour or bitter. Our taste is what defines us, and your taste is everything that defines you.” Cut to group of friends drinking and taking pictures VO: “Your friends and your family.” Cut to young man repping his hometown team. VO: “Your hometown and your traditions.” Cut to young woman sitting on the top of a mountain. VO: “Your experiences and your explorations.” Cut to young woman running. VO: “Your passions and your accomplishments.” Cut back to close-up of same young man sipping Snapple. VO: “Whatever your taste is, embrace it with Snapple’s forty unique flavors.” Cut to Snapple logo and slogan. VO: “Snapple, Embrace Your Taste.”
  • 14.
    14 Radio ANNCR: (:07) Snapplebelieves that taste is more than just what you taste. Our taste is what defines us and your taste is everything that defines you. So, whether your taste is comfortable (SFX): (:02) CRASHING WAVES ANNCR: (:02) Or adventurous... (SFX): (:02) SCREAMING ON A ROLLER COASTER ANNCR: (:02.5) Whether your taste is night in (SFX): (02): LATE NIGHT TV BACKGROUND NOISE ANNCR: (:02) Or night out... (SFX): (:02): CLUB BASS MUSIC ANNCR: (:02) Whether your taste is victorious (SFX): (:02): CROWD CHEERING ANNCR: (:01.5) Or challenging... (SFX): (:02): MAN GRUNTING AND WEIGHTS CLINKS ANNCR: (:03) Whether your taste is weekday (SFX): (:02): FAX MACHINES AND COPIERS WORKING ANNCR: (:01) Or weekend... (SFX): (:02): FRIENDS LAUGHING ANNCR: (:04) Embrace it, with Snapple’s forty unique flavors. Snapple, Embrace Your Taste. BRAND: Snapple CAMPAIGN: Embrace Your Taste SPOT LENGTH: 30 Seconds SPOT TITLE: Taste Is PRODUCTION NOTES: SETTING/SCENARIO: The spot explores different auditory examples of what your taste can be. SOUND EFFECTS (SFX): Crashing waves, roller coaster gears with screaming, TV background noise, club music, cheering, grunting with weights heard clinking, fax and copy machines running, and laughter. Airing on both traditional and Spotify, radio spots will reiterate the redefinition of taste through a “Taste Is” spot.
  • 15.
    15 Outdoor Billboards Uniquely tailored toeach of the 5 spot markets, billboards will highlight the “taste” of each city. Whether it’s a city’s passion for sports, love of jazz, or celebrity inhabitants, these billboards will invoke a feeling of local belonging and pride. In addition to the city-specific billboards, the more general “Your taste is what defines you.” billboards will be placed within spot markets with the potential for national use.
  • 16.
    16 Social Facebook In order toencourage consumers to try new Snapple flavors, we recommend a series of short, fast-motion videos optimized for Facebook’s autoplay feature. These videos will introduce creative ways to include Snapple in recipes such as popscicles, cocktails and desserts. A collection of these videos will be posted on Snapple’s YouTube channel and shared via our Facebook page. snapple snapple u.Your taste is everything that makes you, you Define your taste for free by clicking on the coupon! #Embrace YourTaste#Embrace YourTaste COUPON ...for free Snapchat We recommend that Snapple sponsor a nationwide Snapchat filter for consumers to share their Snapply personalities. The filter will run during the second week of October to build from the traditional advertisements consumers have been exposed to over the past six months. Twitter Snapple will promote National Diversity Day, October 6th 2017 with a sponsored hashtag emoji encouraging consumers to embrace their taste.
  • 17.
    17 Partnerships EMBRACE YOUR SPACE The Projectfor Public Spaces is a nonprofit organization established in 1975. Their mission is to help people create and sustain public spaces that build stronger communities. The organization was built around the overarching idea of “placemaking,” which inspires people to collectively reimagine public spaces as the heart of every community. This idea ties into our target’s appreciation of individuality and encourages them to embrace their own spaces. The organization also invests in educating communities to celebrate their diversity in public spaces. The Project for Public Spaces and Snapple will work together to embrace individuality and encourage community members to make their neighborhoods a better place. Snapple will use Instagram to promote this partnership by sharing photos of each rennovation. We will also run a competition online to generate awareness for the cause. snapple nSome of the best community renovations when you embrace your space. #EmbraceYourTaste
  • 18.
    18 Partnerships Is your communityin need of a refreshment? Snapple and PFPP is teaming up to renovate 6 public spaces. Nominate your public space today! NOMINATE HERE DONATE SUBMIT YOUR SPACE Snapple & Project for Public Spaces are teaming up to improve 6 commmunity spaces. Vote for your favorite space below. 11,210 10,234 9,432 8,701 5,333 4,902 Competition To find public spaces that need attention, we will have consumers share images of spaces in their hometown that they feel needs renovation. We will create a microsite to be the landing page for the competition, in which people can submit their images. Visitors to the site will vote for the space they believe deserves the renovation the most. This partenership will run the full time of our campaign and 4 projects will be chosen, one for each quarter. Features of the Site • Donation Page • Submission Form • Voting Forum • Images of previously renovated projects
  • 19.
    19 Partnerships Is your communityin need of a refreshment? Snapple and PFPP is teaming up to renovate 6 public spaces. Nominate your public space today! NOMINATE HERE Banner Ads In order to raise awareness for the Embrace Your Space competition, we will place banner ads on Amazon, Facebook and Buzzfeed. These messages will invite consumers to nominate a space they feel needs to be revived. By clicking on the banner ad, viewers will be automatically redirected to the Embrace Your Space microsite. Videos Snapple will launch the Embrace Your Space competition with a video on their Facebook and Twitter. This video will include details about the Project for Public Spaces and how to enter the competition. Snapple will also post recap videos when each space is completed, showing the “Before and After” of each space and testimonials from the community members who won the renovation for their town.
  • 20.
    20 Promotions Souvenir Cups Souvenir cupswill be created by local artists and designed to represent the “Snapply” essence of each region the truck visits. The cups can be purchased for $3, which will cover the cost of unlimited refills. All proceeds from the souvenir cups will be donated to the Project for Public Spaces. EMBRACE YOUR STATE Snapple on Tap Snapple on Tap is a customized beverage truck that will visit cities, retailers and events across the nation. Throughout our campaign, Snapple on Tap will drive trial outside the Heartland and reinforce brand loyalty inside the Heartland by creating unique, face-to-face connections with consumers. The vehicle will be decorated in a “Snapply” way and feature a dry-erase wall on both sides. Consumers can write on these walls about what they believe makes their state unique and “Snapply.” To receive a free sample from the Snapple taps, consumers will need to post on social media using the hashtag #EmbraceYourState and tagging @Snapple. Roadtrip Details • 10 flavors on tap • 3 Snapple beverage trucks • 2 trucks traveling outside the Heartland • 1 truck stationed inside the Heartland
  • 21.
    21 embraceyourtaste “Snapple On Tap”Rolls Out 0 Published on January 4, 2017 We may be coming to a city near you! Check this out for more details. NAPPLE ON TAP: COMING TO A CITY NEAR YOU Promotions Tracking Snapple can use the app, TrackMyTour to recored the progress of each beverage truck and then share their location on Snapple’s social media pages. Consumers can visit Snapple’s Facebook or Twitter pages to determine when a Snapple truck will be coming to a city near them. Recap Videos Brief videos created by the Snapple on Tap road-trippers will highlight their unique experience in each region that Snapple visits. These videos will be generated in a “go-pro” style to express a sense of adventure and capture the most memorable moments from the road. Virtual Presence A YouTube video will introduce the Snapple on Tap promotion and include details about what regions the trucks are visiting, the flavors on tap, and how to track its travels.
  • 22.
    22 Retail Activation Sponsored Instagramposts will feature click-through coupons that consumers can screenshot and redeem in-store via their smartphone. There will be two coupons, one outside the Heartland for a free Snapple to drive trial, and one offered nationwide for a “Buy One Get One Free” Snapple to drive total purchases. snapple snapple Your taste is everything that makes you, you. Define your taste for free by clicking on the coupon! #Embrace YourTaste COUPON ...for freeFREE(Up to $1.99) ONE (1) 16oz, bottle of any flavor Snapply Tea or Juice Drink BOGO Snapple on Tap will have a QR code on the trucks that consumers can scan with their smartphone to receive a coupon for a free Snapple. These manufacturer coupons will be redeemable at any store. This will encourage light users to try and purchase more Snapple. Sponsored Posts
  • 23.
    23 Retail Activation Customized SpotMarket Labels A new Snapple label will be custom designed for each spot market, featuring its unique geographic attributes. These collectible bottles will be placed on point-of-sale grocery store displays in each corresponding spot market. In-Store Displays A new Snapple label will be custom designed for each spot market, featuring its unique geographic attributes. These collectible bottles will be placed on point-of-sale grocery store displays in each corresponding spot market. Original Custom
  • 24.
    24 Campaign Schedule ONLINE/DIGITAL Hulu Spotify Digital Ads Facebook Amazon Buzzfeed Snapchat Programmatic Buying Twitter Hashtag Emoji Net TV-L Nite/L News Net Cable-L Fringe Net Radio-Morning Drive Net Radio-Evening Drive Outdoor April May June July August September Spot TV-Late Fringe/News Spot Cable Spot Radio-Morning Drive 60 GRPs 60 GRPs 60 GRPs60 GRPs 60 GRPs 60 GRPs 60 GRPs60 GRPs 60 GRPs 60 GRPs 70 GRPs70 GRPs 70 GRPs 70 GRPs 70 GRPs75 GRPs 75 GRPs 75 GRPs 70 GRPs75 GRPs 75 GRPs 75 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 0 GRPs70 GRPs 70 GRPs 70 GRPs 60 GRPs 60 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 70 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs 0 GRPs TRADITIONAL 50 show 50 show 50 show50 show 50 show 50 show Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  • 25.
    25 Budget National Spot 20.1 x 75,000,000= 1.5 billion 26.41 x 75,000,000 = 1.98 billion 93.0 88.0 69.0 64.8 50.0 43.2 3+ 3+ 5+ 5+ 28.4 22.8 2640 2010 Reach Reach Frequency Frequency GRPs GRPs Promos Partnerships Digital Traditional Production Contingency Traditional National Net TV-Daytime: $7,010,280.00 Net TV-L Nite/News: $7,342,200.00 Net Cable-L Fringe $3,550,260.00 Net Radio-Morning Drive $1,373,730.00 Net Radio-Evening Drive $1,070,535.00 Total $20,347,005.00 Spot Spot TV-L Fringe/News $1,980,720.00 Spot Cable $1,546,650.00 Spot Radio-Morning Drive $785,190.00 Outdoor $5,171,472.00 Total $9,484,032.00 Non-Traditional Digital $12,500,000.00 Partnerships/Promotions $4,500,000.00 Creative Production $500,000.00 Total $17,500,000.00 Contingency $2,500,000.00 Campaign Total $49,831,037.00 Market Spend Breakdown Spot Cumulative National Cumulative Impressions
  • 26.
    26 ROI Media Objectives The campaignmedia objectives outside the Heartland revolve around building exposure through maximizing reach and discoverability. The campaign media objectives inside the Heartland revolve around building impact through increasing initial engagement. Tracking KPIs Snapple can track the progress of the campaign the Unaided Awareness key performance indicator. This can be measured by surveys completed before, during, and after the campaign. The diagnostic metrics for tracking will include video views, impressions, and reach outside the Heartland and brand search queries, click through rate, and # of visitors to content in the Heartland. Hashtag Tracking, Engagement and Coupon Redemption Benchmarking/Measurement The Heartland is home to 16.87MM Millennials. We calculated that Snapple ships approximately 4.83 MM cases (291,000 16oz bottles) to the Northeast per year. On average, these 36.2MM purchase 9 bottles a year; roughly equaling 2% of millennials. By engaging current heavier and light users in the Heartland, Snapple can achieve their goal of increasing purchase frequency from 9x to 10x per year. Outside the Heartland is home to 58.13MM Millennials. We predict that Snapple ships approximate- ly 30.17MM cases (1.653MM 16 oz bottles) to the rest of the country per year. In order to grow purchase frequency from 1x to 3x per year, if Snapple only reaches less than .7% of their current consumer base, they can achieve this by selling a total of 4.959MM bottles. For a perspective, there are roughly 1.9MM millennials in Chicago and Los Angeles alone. If they drank at least 3 bottles per year, Snapple would reach its goal. ROI 3:1 This ROI ratio, in conjunction with these calculations, indicates that Snapple can meet and exceed their goal by simply reaching a percentage of millennials.