OH, HEY
EVERY TWIST BEGINS WITH TEA
TABLE OF CONTENTS 02 EXECUTIVE SUMMARY 03 LIGHT HISTORY/CHALLENGE 04 COMPETITIVE LANDSCAPE 05 RESEARCH 06 TARGET MARKETS 07 BARRIERS 08 KEY INSIGHTS 09 CREATIVE VISION 10 BIG IDEA 12 NEW PACKAGING DESIGN 13 TV SPOT 14 OUTDOOR ADS/ ONLINE RADIO 15 DIGITAL PRESENCE 16 DIGITAL PRESENCE 17 IN STORE ACTIVATION 18 EXECUTIONS Q1 20 EXECUTIONS Q2 21 EXECUTIONS Q3 22 SOCIAL MEDIA GUIDELINES 24 MEDIA OBJECTIVES 25 MEDIA MARKETS 26 MEDIA PLACEMENTS 28 MEDIA TIMELINE 29 BUDGET 30 POST TESTING/ CONCLUSION 32 MEET THE TEAM 33 SPECIAL THANKS/ SOURCES
EXECUTIVE SUMMARY People love Snapple. Sometimes, however, love isn’t enough. When buying a beverage, people make their choices quickly and get on with their lives; often, it isn’t the most beloved brand that wins out, but the one at the top of the consumer’s mind. The market is filled with companies vying for this space—some are able to get their messages heard, but others are lost in the static. While Snapple used to be king of the category, years of heightened competition, diminishing media presence, and an increasingly cluttered brand voice have taken their toll. Consumers, though still fans of the unique flavors, fun Real Facts, and iconic bottle, rarely mentioned the brand when asked about their drinks of choice. The issue wasn’t that they don’t love Snapple. The issue was that they had simply forgotten about it. We decided it was time for the country to meet Snapple again. Armed with only our brains, a collection of Real Facts, and $50 million, we set out to reconnect with a nation of long-lost friends. Our campaign revitalizes the Snapple brand by honing it into the witty, authentic personality it was always meant to be—bringing it back into the hearts, minds, and lives of a forgetful public. In the pages ahead, you will see the result of months of exhaustive research, meticulous planning, and bold thinking, all in pursuit of a singular goal: to reintroduce Snapple to the people who loved it most. Drink up.
COLOR KEY Strategic Planning Creative Media PR
Campaign Info
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“REAL FACT” #201 The only one-syllabled US state is Maine.
LIGHT HISTORY
Snapple up ‘til Now
When Snapple was created in 1972, Hyman Golden, Leonard Marsh and Arnold Greenburg never could have guessed how popular their little company would become. Built up from a modest door-to-door selling model, Snapple’s identity as a quirky, fun and unique brand was quickly established, and it soon became New York’s most beloved beverage. People identified with its homegrown story, the brand’s honest self-awareness, and the refreshing new drink that filled a need they didn’t know they had. After cycling through eccentric antics, memorable spokespeople, and an everexpanding assortment of flavors, Snapple’s recent advertising has focused back on its New York roots [3] . Despite having multiple corporate owners, Snapple’s brand identity and fan base has remained constant over the years. Or has it?
THE OBJECTIVES Snapple has asked us to create a dual strategy to grow Snapple volume in the United States. For the Heartland, located in the Northeast, we were asked to build strong consumer affinity and increase purchase frequency from nine to ten times a year. Outside of the Heartland, we were asked to increase brand awareness to drive trial, growing purchase frequency from one to three times a year. We were told to leverage paid media (TV, digital, social media, and outdoor) and earned media (PR, social, and consumer engagement), Snapple website, and retail in-store activation tactics, and given a budget of $50 million. For us, this meant an opportunity to connect with more diverse audiences through a wide variety of media, implementing creative tactics that target Snapple consumers in ways that go far beyond their geographic locations.
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COMPETITIVE LANDSCAPE
What do they have that we don’t?
Let’s take a look at the marketplace. Finding each competitor’s sweet spot helped us contextualize what we’re up against.
ARIZONA
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BRISK
Recognizable Aesthetic
Packed with Personality
Holding the top sales position in both the tea and juice categories, Arizona is Snapple’s biggest competitor. Arizona has positioned itself as a trendy, inexpensive beverage whose appeal extends beyond its many flavors. The brand’s recognizable packaging has made its way onto hats, t-shirts, skateboards, nail art, and more.
Like Arizona, Brisk’s recent branding appeals to a younger demographic with its off-thewall imaging, three-eyed lemon mascot, and bizarre social media presence, all playing off the tagline: “Kinda Out There.”
LIPTON
Synonymous with the Outdoors With its advertising, social media, and partnerships almost exclusively surrounding nature and the outdoors, Lipton positions itself as the perfect tea for a sunny adventure. This focus, along with the brand’s iconic bright red and yellow colors, has helped Lipton to distinguish itself in the category.
PURE LEAF
GOLD PEAK
Pure Leaf is a notable competitor in the category because of its association with a healthy lifestyle and delicious food. Through partnerships with popular chefs and a social media presence that revolves entirely around cooking, Pure Leaf shows that it stands for something beyond the product.
Traditionally, tea evokes feelings of calm relaxation, and Gold Peak feeds into this by portraying a brand that revolves around the comforts of home. With its “The Taste That Brings You Home” campaign, Gold Peak shows that it’s a brand that appreciates family time.
Healthy Drink, Healthy Food
Brews Emotion
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RESEARCH Everyone has that one drink brand they’re proud to indulge in. Coca-Cola tugs at our heart strings with messages of togetherness and friendship, Pure Leaf makes us feel health conscious and trendy, and Arizona makes a fashion statement with its iconic floral packaging. To effectively reach consumers, we had to figure out what they really thought about Snapple and what is preventing them from drinking it more. To identify common trends and insights about the brand and the industry in general, we dissected a number of secondary sources. We also conducted focus groups and in-depth interviews, collected quantitative and qualitative research, and analyzed 1,197 survey responses from all 50 states to get a look inside the heads of Snapple drinkers across the country.
If Snapple were a person, how old would they be? 15%
18%
22% 16% 14%
5% <10 11-15 16-19 20-25 26-30 31-40
10%
When was the last time you had a Snapple? Over a year ago 5-12 months ago 2-4 months ago Within the last month Within the last week
19.23% 17.85%
AriZona Snapple Brisk Fuze Gold Peak Pure Leaf 21%
Focus Groups
40+
What is your favorite tea beverage?
42%
48.33%
People on the Street Interviews
9.36%
5.24%
18% 8%
7%
7%
Ethnographic Interview
ROMPE Enter Rompe, the culmination of our research activities. Rompe, from the Spanish word meaning “to break,” is an annual event where we “break through” the clutter and begin forming our big campaign insights. In this intensive research session, members of our team enter into a contemplative environment to dissect trends and find inspiration from our primary and secondary research. From this information, we worked to find the one area that Snapple could claim as its own.
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TARGET MARKETS Snapple Personas
With all of this research at our fingertips, we had two key factors to keep in mind: geographic location (Heartland versus non-Heartland) and the given age range (adults 18-49, focusing on 30). Three main life stages kept surfacing: Career Climbers, Modern Parents, and New Adults.
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TARGET MARKET ICONS
While we feel that each of our executions will appeal to all of our audiences, an indicator icon will be placed next to concepts which we believe will most strongly resonate with that market.
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PRIMARY THE CAREER CLIMBERS
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Career Climbers are in their early 30s and are predominantly female, living on a mid-level income in an urban or suburban area. They do not have children. As light Snapple users, they enjoy Snapple when itâ&#x20AC;&#x2122;s given to them, and they carry fond memories of it from childhood, but forget to purchase it on their own. Career Climbers are trend followers, generally sticking with mainstream shows and music, and are moderately active on social media where they like keeping up with friends and popular culture. Though they are not fitness nuts, they enjoy feeling healthy.
SECONDARY THE MODERN PARENTS
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Modern Parents are in their mid 30s to late 40s and live in the suburbs with their children. This audience focuses primarily on the moms, as they tend to be the purchasers for their family, but includes dads as well. As people who grew up drinking and loving Snapple, they hold a soft spot in their heart for the brand; though they acknowledge the sugar content, they view it as a healthier alternative to soda[31]. Modern Parents like to buy in bulk, and will get Snapple as a treat for their family from time to time, but they do not make a habit of it. Their social media activity is relatively limited, as they donâ&#x20AC;&#x2122;t see much reason or incentive to get more involved online. For Modern Parents, family is the most important.
TERTIARY THE NEW ADULTS
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New Adults, comprised of mainly males in their late teens to mid 20s, are either still in school or recently graduated, and live in an urban or suburban area. This is our most diverse audience, as many of them identify as Hispanic or African American[14]. Currently unmarried and childless, New Adults are trying to establish their footing in the world. As lifelong Snapple lovers, they see Snapple as a fun, tasty way to quench their thirst and buy it relatively frequently. They view themselves as trendy and hip and want the products they buy to support this notion, especially with cool or unique packaging. Very active online, New Adults enjoy staying up-to-date with friends, news, sports, and culture. Though they want to be fit and look good, living a healthy lifestyle is not a top priority.
BARRIERS After establishing our target audiences, we identified the three key barriers that stand in the way of Snapple’s goals.
NOT A SUGAR PROBLEM, BUT A LOYALTY PROBLEM
SNAPPLE WHO? When Snapple drinkers think about the brand, they reminisce about “The Best Stuff on Earth,” Wendy the Snapple Lady, and everything that made the juice quirky and fun. Over the years, however, Snapple’s brand identity was lost as the company bounced between corporate owners. Its distinct eccentricity waned as Snapple’s messaging became scattered, creating multiple personalities for the brand and losing the consistent voice that had once resonated with consumers.
“I’m pretty sure there used to be a Snapple lady?” – James, 32
Despite the rising health trend and shift toward choosing water above other beverages, sugary drinks haven’t fallen off the radar. Consumers still indulge in the occasional sweet treat, but they tend to be resolutely loyal to their second choice beverage. They reserve the “designated sugary drink slot” for brands with which they have stronger associations (such as Coke), or which offer an incentive (such as Vitamin Water).
“When I treat myself to a tasty drink I never think of Snapple” – Jesse, 39
“I am from Florida and [saw] something about New York loves Snapple so I should too? I hate New York!” – Helen, 45
WHEN WAS THE LAST TIME YOU SAW A SNAPPLE AD? 7%
19%
26%
48%
WITHIN THE LAST WEEK
WITHIN THE LAST MONTH
2-4 MONTHS
5 MONTHS & OVER
THE BRAND IMAGE CONUNDRUM Other brands each have carved out a name for themselves in the category—homey, healthy, or outdoorsy, for example. Snapple is fun and refreshing, but its appearance doesn’t communicate this. The glass bottle hints at sophistication while the overcrowded label, cutesy social media accounts, and dated website design make Snapple seem childlike. Updating the brand design is essential to staying relevant with our more mature target audiences, clarifying the fuzzy identity, and driving purchase.
“Hmm… the label just has TOO many colors” – Michelle, 22 “Sometimes it is confusing because I know Snapple exists but like I never see it?” – Jacob, 30
TAKEAWAYS As we talked to these consumers, we witnessed the same phenomenon occur again and again. They were indifferent to Snapple until they were prompted to remember the quirky commercials, the refreshing flavors, and the unique Real Facts. Across the board, consumers had an “ah-ha!” moment once they remembered what they love about Snapple.
“Oh my gosh, yeah! I forgot about the caps!” – Brian, 24
“Snapple simply is the friend who I always love to hang out with but always forget to make plans with.” – Jason, 24
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KEY INSIGHTS STRENGTHS
WEAKNESSES
Name recognition Snapple facts Flavor range LTOs Accessibility Taste Heartland
Unclear personality Sugar Never sought out Confused brand perception Few ads/little engagement Not practical Lawsuits
OPPORTUNITIES
THREATS
Diet products Ability to position as healthy Recycling/green Specialty promotions Socially conscious
False advertising Flawed media Gold Peak/Pure Leaf Arizona Is it tea or juice?
MAKE IT MEMORABLE Snapple stopped resonating with the consumer as much as it used to. To put it back on people’s radar, we must rekindle its cultural relevance and be more memorable.
KEEP IT COHESIVE People gave inconsistent answers when asked who Snapple is as a brand. To fix this, all of Snapple’s messaging, from advertising and bottle design to the website and social media, must be cohesive. When prompted to think about Snapple, people actually had no complaints about the product. In fact, they raved about it; everything from the flavors to the bottle to the Real Facts.
PERCEPTION MAP
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Trend Focus
Because Snapple is already so well-liked, the solution lies not in a rebranding but in a reintroduction.
Youthful
Ideal
Mature
This is where we think Snapple should stand to best drive awareness, trial, and consumer affinity. In its quest to please everybody and strike a balance between health, youthfulness, maturity, and trendiness, Snapple lost what made it stand out. To pull the brand back into the spotlight, we will position Snapple as a unique blend of quirky, fun, and modern sophistication. It’s a matter of amplifying Snapple’s already-established trendiness, allowing the brand to mature alongside its consumers and reminding audiences what’s so great about Snapple to begin with.
REINTRODUCE, DON’T REBRAND
Current
Health Focus
Snapple had a good thing going, it is just a matter of bringing it back to life.
CREATIVE VISION
And here’s the best stuff
THE FUNNEL The more research we conducted, the stronger our understanding grew of how to best position Snapple to achieve its goals. To channel all of our thoughts into one Big Idea that makes sense, we organized each step of our solution into a funnel.
APPROACH Refreshing Mouths and Minds The biggest takeaways from our research were that consumers loved Snapple, but it no longer resonated with them. The strategy that runs through every facet of our campaign will aim to seal this gap. By refreshing consumers’ mouths with delicious flavors and refreshing their minds with a renewed brand identity, we can return our audience’s passion for Snapple to its former heights.
STORY Oh, Hey! It’s the moment when we bump into an old friend when we least expect it. It’s the joy when something clever clicks in our mind. It’s a realization that’s been there all along but has suddenly been brought to the surface. Most of all, it’s the feeling we want to permeate every aspect of our campaign. That happy moment of remembrance.
TONE To make these “Oh, Hey” moments happen naturally in our consumers’ minds, we will use a witty, quirky, and authentic tone, staying true to the same Snapple brand that purchasers have loved all along while updating it to fit the modern consumer.
BIG IDEA Enter our big idea...
“REAL FACT” #970 Dolphins are unable to smell.
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WE MEET AGAIN 12
“REAL FACT” #677 A full-grown tree produces enough oxygen to support a family of four.
“We Meet Again” is the spark to remind consumers of what they loved—rather, still love—about Snapple. It is a brand that relates to them on a personal level, makes them laugh, and shares their values. This idea makes those outside of the Heartland wonder why they ever stopped loving Snapple, and encourages them to welcome Snapple back into their lives. Meanwhile, for Heartlanders, it will refresh, reignite, and reaffirm their love for Snapple.
WHAT DOES WE MEET AGAIN SOLVE?
HOW DOES IT TARGET THE NON-HEARTLAND?
Snapple’s brand image has faded in people’s minds. People are unsure of who Snapple is and what it represents; however, when prompted to remember the product, nearly everyone has a positive association. From this, we decided that it was imperative to develop a Big Idea that simplified the brand instead of introducing something completely new. “We Meet Again” does not discard anything that the Snapple consumer loves; it simply reintroduces it with gusto.
For consumers that have simply let Snapple slip off their radar, “We Meet Again” pulls it back to the top of their mind. By bringing “Oh, Hey!” moments to the forefront, we renew all of the well-established reasons to love Snapple, nudging consumers to give it another try.
HOW DOES IT TACKLE THE HEARTLAND? “We Meet Again” is both a revival and a celebration of everything that a loyal consumer adores about Snapple, giving us an opportunity to bolster Snapple’s quirky, witty, and relatable qualities and effectively supercharging the brand personality across heavy and light users alike.
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NEW PACKAGING DESIGN According to our research, Snapple’s bottle design was one of its strongest attributes. People loved the iconic glass design, the fun Real Facts hidden beneath the cap, and the distinctive “pop” of a freshly-opened bottle. Snapple drinkers, however, informed us that they felt the label was too childish, outdated, and simply unappealing. We decided to update the design to make it more culturally relevant. Our research showed that modern design follows three main trends: bright and bold colors, minimal and simplistic layouts, and whimsical illustrations[33]. To begin the reintroduction, we played off of Snapple’s bright, upbeat persona and created a bright color palette to be used throughout our executions. We then developed a bold label that is eye catching, aesthetically pleasing, and most importantly, captures Snapple’s unique personality to help it stand out on the shelf.
LIMITED TIME OFFERS Spring Spicy Mango Pineapple Par-Tea
Summer Watermelon Wave Dragonfruit Delight
Fall Cinnamon Cider Super C Migh-Tea
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TV SPOT Our commercial campaign series is titled, “I Bought You a Snapple.” Our first commercial is set in a grocery store where a guy runs into a girl in a grocery store whom he does not remember. As it turns out, she’s an ex-girlfriend from high school, but he can’t even recall her first name. She unsuccessfully tries to jog his memory, but as soon as she says “I Bought You a Snapple” everything comes flooding back, allowing him to remember hilariously specific anecdotes about their time together. Other commercials involve someone interviewing for a job they have already worked at, as well as a student running into a former teacher. This reinforces the idea that Snapple was a defining product in the lives of our target audiences and can be once more.
Total Production Cost: $821,175 Total Media Cost: $27,708,054 Impressions: 79,842,000
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OUTDOOR ADS AND ONLINE RADIO BILLBOARDS
BUS STOP ADS
ONLINE RADIO SPOT
SUBWAY POSTERS
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The only thing it takes for people to recall their love for Snapple is a simple reminder. To bring their positive brand associations flooding back, our outdoor ads will be dedicated to the “Oh, Hey!” moment. Our billboards, bus stops, and subway posters will each depict a different rendition of, “Oh, Hey! Is that a Snapple ad?,” or a real fact beside the iconic Snapple bottle, integrating a self-aware and candid sense of humor. We will put these ads in high traffic areas to catch consumers’ attention and reintroduce Snapple in an everyday setting.
Total Price: $3,378,900 Impressions: 349,471,632
On Spotify and Pandora, we will feature pithy 15 second radio spots to remind our target audience of the Real Facts and encourage them to learn more on Snapple’s website. For example: “Oh, Hey! We interrupt this playlist to bring you an important news bulletin. Snapple has just discovered that Goldfish have a memory of three seconds. We now go live to the scientist who made this discovery” “Starting!” - timer clicks for three seconds “He forgot!” - Applause. “Click the banner to learn more Real Facts”
Total Price: $400,000 Impressions: 44,375,000
DIGITAL PRESENCE
“REAL FACT”
OH, HEY!
You can buy Snapple on Amazon
DIGITAL ADS We will place 250x250 and mobile banner ads on our selected websites/apps throughout the year. For example, an ad placed on Amazon will encourage users to purchase Snapple on the site.
Total Price: $2,763,546.80 Impressions: 507,454,665
WAZE ADS
SNAPCHAT AUGMENTED REALI-TEA
We will also advertise with Waze, which Nielsen lists as one of the most popular apps among our Career Climbers and Modern Parents target audiences. In a partnership with 7-Eleven[32] , drivers will get an “Oh, Hey!” notification when they are near a 7-Eleven store, reminding them to pick up the product while they’re on the go.
Snapple will purchase a Snapchat sponsored lens, themed around Real Facts. In a bold new idea, instead of facial recognition, the lens will recognize the underside of the Snapple cap and, using motion tracked 3D technology, will bring the Real Fact to life. For example, for “Real Fact #214: Giraffes can lick their own eyes,” a 3D animated giraffe will appear on the cap.
Total Price: $236,453.20 Impressions: 29,556,650
Total Price: $450,000 Impressions: 30,000,000
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DIGITAL PRESENCE
YOUTUBE SERIES
REDESIGNED WEBSITE We updated the Snapple website to match our new brand aesthetic. We moved the Real Facts to the front page, as our research shows they are popular among our targeted consumers. In addition, we put in information about Snapple’s latest promotions like Billy on the Street, new limited time offer flavors to look out for, and our YouTube show, Appleview. We moved the reenFACTments over to Instagram so that more people will see them but left the longer video content up on the website to maintain steady web traffic.
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Snapple will produce a comedy series on YouTube called Appleview. When an old man’s imaginary friend from childhood moves into the room next door to him, the two hatch a plan to escape from the dreary confines of Appleview Home for the Elderly and find the treasure they buried together as kids—turning the home on its head in the process. Episodes of Appleview, which will generally run between five and ten minutes, will be posted on YouTube and the Snapple website in order to increase our website traffic. Through both the overt themes of reconnecting and “meeting again,” and the witty and slightly surreal sense of humor, Appleview will help define Snapple’s retooled brand personality and give consumers a reason to engage with Snapple online.
Total Price: $636,010.71 Impressions: 4,327,182
IN STORE ACTIVATION
HEY! SENSORS Cycling through grocery stores for one week at a time, Snapple will place coupon dispensers in grocery stores in targeted cities, triggering an “Oh, Hey!” sound effect and dispensing a coupon with a Real Fact on the back as shoppers pass by. We’re using “Oh, Hey!” in the most literal sense to remind our consumers about the Real Facts they love and directly encourage purchase.
Total Price: $725,000 Impressions: 4,412,438
SNAPPLE THRUVU ThruVu digital coolers[25] will be placed in convenience and grocery stores to beautifully showcase our new design, remind consumers about Real Facts, and draw attention to the Snapple on display. ThruVu’s LCD screen can be updated throughout the campaign to highlight new designs or sales promotions.
Total Price: $1,088,402 Impressions: 3,529,951
SNAPPLE PRODUCE Our research found an abundance of false assumptions regarding Snapple’s ingredients and quality. To remedy this, we will place Snapple juices and teas in the produce aisles of select grocery stores in our targeted cities. Next to the bottles, we will address these common misconceptions with Real Fact displays featuring phrases like “Snapple’s Lemon Tea only has five ingredients,” and “Snapple only uses natural flavors.” This in-store activation will rotate through grocery stores from April through August.
Total Price: $362,500 Impressions: 1,410,828
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EXECUTIONS Q1 Get Snappy With It
JANUARY
GET SNAPPY WITH IT Creating that “Oh, Hey!” moment for our consumers is something we’re excited about. We found that 42.2% of Snapple consumers listen to Spotify on their commute or throughout the day [22] , so to further demonstrate what we mean by “We Meet Again”, Snapple will launch a playlist of oldies, but goodies. Our “Get Snappy With It” playlist will feature songs our audience used to love by artists like Madonna, Prince, TLC, and Britney Spears. Both the description on Spotify and promoted tweets and Instagram posts will read: “Snap out of the midday blues and refresh with all your forgotten hit favorites.”
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Total Price: $0.00 Impressions: 365,700
FEBRUARY
TÉ AMO Come February 1, Snapple will launch the “Té Amo” Valentine’s Day contest. This diversity-driven campaign will take a popular Hispanic phrase and introduce a new way to say “I Love You’ to the Heartland and non-Heartland marketplace alike. This execution drives website visits and engages our consumers socially. To enter, contestants will go to Snapple.com to write their significant other a virtual love letter. The only catch is they have to write it in 100 characters or less, in English or Spanish, to fit on a Snapple cap. Contestants will then share the link of their Snapple caps on Twitter, Facebook, or Instagram, asking friends and family to vote for them. The entry receiving the highest number of votes will win a romantic getaway to the tropical paradise of Bora Bora.
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Total Price: $14,000.00 Impressions: 800,000
EXECUTIONS Q1
MARCH
BILLY ON THE STREET New York’s very own Billy Eichner is the loud, quirky, and totally eccentric host of the massively popular YouTube show Billy on the Street. The show follows him and the occasional celebrity guest frantically approaching unsuspecting pedestrians and bombarding them with obscure questions, to hilarious results. For a special Snapple episode, Billy will take to the streets to quiz the public on one of Snapple’s most beloved qualities: Real Facts. He approaches passersby with his camera crew, demanding answers to Real Facts-related trivia, and in true Billy on the Street fashion, hilarity ensues.
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Total Price: $80,000.00 Impressions: 1,071,738
MARCH
STEPPIN’ SNAPPLE CAPS In our focus groups, participants almost unanimously loved the unique popping sound made by opening a Snapple bottle. For three days at a time, larger-than-life Snapple caps will line the sidewalks of high-traffic areas in our targeted cities. Upon investigation, passersby will find that stepping on these caps will create the distinctive sound, putting a little “pop” in their step.
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Total Price: $8,448.05 Impressions: 390,000
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EXECUTIONS Q2
APRIL
JUNE
MEET EARTH AGAIN
#POPIN POP UP
Land growth is scarce and urban development is on the rise. While we want to encourage consumers to reacquaint themselves with Snapple, we also want to encourage them to reacquaint themselves with the Earth. According to Simmons OneView 2013, Snapple consumers strongly agreed that “companies should help consumers become more environmentally responsible.” To celebrate Earth Day, Snapple will launch an urban farming partnership with AKER, a company that creates sustainable farming kits with an assortment of produce and other gardening tools, sent in a plywood case that doubles as a planter box. Friday, April 21, community centers in each of our targeted cities will receive an AKER box, courtesy of Snapple. Along with the kit, we will provide Snapples and reusable Snapple branded water bottles. On Twitter, Snapple will tweet photos of the event using the promoted hashtag, “#MeetEarthAgain.”
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Total Price: $9,100.00 Impressions: 390,000
Pop up shops are meant to surprise by pleasantly interrupting people’s daily routine, so it only made sense to use them to create memorable “Oh, Hey!” moments. For three days in June, we will place a massive inflatable Snapple bottle in each of our targeted cities. Passersby will be invited to enter the giant bottle to grab a Snapple, read unique facts about their city, take home a reusable water bottle, and snap a picture in the branded photo booth before heading back out. This will not only let consumers taste Snapple but also give them the opportunity to share their experience with others on social media with “#PopIn.”
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Total Price: $192,086.70 Impressions: 15,550,000
EXECUTIONS Q3
AUGUST
SNAPPLE BLOCK PARTY
JULY
#SNAPPLESALUTE Together with NBC’s The Today Show, Snapple will reconnect a deployed soldier with his or her loved ones back home for the Fourth of July. In a live segment, the returned soldier will surprise their family, giving new meaning to the concept of “We Meet Again.” Promoted posts on Snapple’s social media will spread video of the reunion using “#SnappleSalute.” The stunt will be repeated in December to bring service members home to their families for the holidays.
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Total Price: $354,914.00 Impressions: 3,240,000
The mobile application Nextdoor is growing rapidly, with four million monthly visitors (primarily age 25-40) and over 43,000 neighborhoods registered[24]. Need a dog watcher? Babysitter? Throwing a stellar Taco Tuesday? Nextdoor will help you get the word out. To celebrate National Night Out, a community-building event for residents and neighborhood watch groups, Nextdoor and Snapple will join forces to sponsor the ultimate block party and bring neighbors together. Snapple will provide the branded swag including reusable water bottles and free Snapple, while local artists, food vendors, and Nextdoor help get the word out and make each neighborhood’s party distinctly its own.
P Total Price: $670,020.00 Impressions: 52,000
NOVEMBER
THE BIG SNAPPLE In November, Snapple will unite with another New York icon, the Macy’s Thanksgiving Day Parade, sponsoring a float we like to call “The Big SnApple.” The float will feature the New York skyline with a giant Snapple bottle in place of the Empire State Building, while a cap with a digital screen scrolls through a series of New York themed facts.
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Total Price: $190,000.00 Impressions: 53,500,000
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SOCIAL MEDIA PLAYBOOK Our consumers articulated three clear expectations for the brands they follow: It needs to be funny, it needs to be heart warming, or it needs to reward them tangibly. They need an incentive. Currently, Snapple’s social media is falling flat against competitors like Arizona. We’re going to rev up Snapple’s social media presence by implementing purposeful and varied content. This playbook provides a consistent framework for social media engagement thus better targeting Snapple’s younger audience and supporting the older fans.
Snapchat
• Promotion and Personality: users connect on a more personal level • Purpose: promote LTOs, showcase unique brand voice • Opportunity: highlight upcoming ads, geotarget Snapple events, engage via sponsored photo filters, feature exclusive screenshot-able coupons for followers • Ex: Fun, colorful videos with distinct personality and experiences of Snapple drinkers exclusive to followers.
• Blended-in Branding: users seek entertainment or support of a loved brand • Purpose: provide unobtrusive user browsing experience, inform about new product or special time offer • Opportunity: engage viewer via follower reposts, popular hashtags, quirky, fun, lighthearted, bright images and video clips • Ex: #TeAmo, #PopIn, #SnappleSalute, #MeetEarthAgain, #OhHey
• Short Sweet Fun and Facts: users seek a quick laugh and information • Purpose: catch-all for social channel banter, sharing, and news • Opportunity: engage via witty personality, handle negative brand comments, start conversation about pop culture and Snapple brand • Must maintain same distinct voice, humor, and relatability to average consumer with focus on hashtags • Ex: #TeAmo, #PopIn, #SnappleSalute, #MeetEarthAgain, #OhHey
Posting frequency varies per quarter and by post-type
Baseline: 3-5 posts a week Goal: 4-6 posts a week
Baseline: 5-7 posts/week Goal: 3-5 posts/day
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YouTube
• Personalized Platform: users compile interesting content • Purpose: encourage engagement over advertising, lifestyle branding • Opportunity: show how Snapple fits into everyday lives, share brand personality and creative edge, link to website • Content creation, “re-pinning”, board categorization based on target audiences • Ex: DIY cocktail recipes, reusable bottle decor, #TeAmo caps
• Original Content Hub: users can find branded videos and web series • Purpose: maintain an active fanbase, focus on monthly Appleview episodes, provide expanded original content • Opportunity: link back to Snapple.com to drive website traffic, stay true to quirky, witty, authentic tone, engage and highlight enthusiastic consumers • Ex: post old and new commercials, video footage of guerrilla tactics, #SnappleSalute video content, other funny user-generated content related to Snapple
• Corporate Central: where users turn to learn about the brand • Purpose: distribute shareable content and provide platform for users to ask questions, seen as a direct line to Snapple Corporate • Opportunity: focus responses and posts on optimizing consumer satisfaction, link to Snapple.com website, maintain personality with trustworthy tone • Ex: post about promotions, provide helpful customer service, repost select Twitter and Instagram content
Baseline: 2-3 pins per day Goal: 5-10 pins per day
1 video per week
Baseline: 3-5 posts per week Goal: 1 post per day
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MEDIA OBJECTIVES & STRATEGIES We created a media plan that sustains a presence in the Heartland while increasing media buys in the non-Heartland.
Where would you most likely be drinking Snapple?
Snapple requested a dual strategy, addressing the Heartland and non-Heartland differently, so we have decided to use a frequency strategy within the Heartland to reaffirm brand loyalty and a reach strategy outside of it to help increase brand awareness (especially top-of-mind awareness). As our findings showed that 48% of non-Heartland consumers had not seen a Snapple ad in the past six months[30], a reach strategy with a heavy media presence there is vital to a successful brand reintroduction.
On the go/ Traveling Outdoors At work At home In the car At the gym
Timing: Focus on summer months for heavier media buys. Kantar Media AdSpender shows that Snapple focuses most of its advertising dollars during Q2 and Q3 (summer)—and we’re on board! In the case study, Snapple’s sales peak in the summer, so we will place our TV and outdoor buys in the summer months. Digital advertisements will be placed throughout the year to remind our consumers about Snapple.
Use TV, Digital and Outdoor advertising In our primary research, Snapple was associated with an on-the-go/outdoor drink (52.3% on-the-go, 33.6% outdoors)[22] so we will drive foot traffic to grocery and convenience stores with digital geotargeting, outdoor, and local television. We will optimize the success of our social media and PR executions through digital ads, native advertising, and promoted posts and tweets.
0.8%
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22.7%
26.6%
31.3%
33.6%
52.3%
MEDIA MARKETS We will focus on markets that have the highest potential to drink more Snapple.
“REAL FACT” #855 Oregon has more ghost towns than any other US city.
HEARTLAND Philadelphia Boston Buffalo
Baltimore Washington D.C. New York City
Snapple’s case study provides us with Nielsen’s data of the top selling markets within the Heartland. We narrowed down the cities by nixing the regions that were too close together to avoid messaging overlap and kept the rest.
NON-HEARTLAND Los Angeles San Francisco Portland Seattle
Denver Chicago Dallas
Since the non-Heartland contains such a wide range of territory, we decided to focus our spending on the West, the non-Heartland region with the highest index of culturally diverse Snapple drinkers. [14] The West also has the added benefit of being a nationwide influencer, making local success more likely to spread across the country. We won’t leave out the rest of the non-Heartland, as Chicago and Dallas will represent the Midwest and South, and our digital presence will connect with consumers.
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MEDIA PLACEMENTS Based on Nielsen and Experian, we selected media placements that are highly indexed for all three of our target audiences (Males and Females 18-49). In select instances, certain placements are hypertargeted toward African American and Hispanic markets.
WEBSITE/APP PLACEMENTS
NATIVE ADVERTISING
250x250 and Mobile Banner Ads throughout the year. [15, 19, 23] Amazon Pandora Spotify Yahoo Mail YouTube (Skippable Pre-roll Ad) Riot Games Candy Crush Clash of Clans Waze Gamespot MTV ESPN
Local News Websites LA Times SF Chronicle The Seattle Times The Oregonian Chicago Sun Times The Dallas Morning News The Philadelphia Inquirer The Boston Globe The Buffalo Sun Times The Post-Standard The Washington Post NY Times
Twitter: Promoted Tweets Instagram: Carousel Ad Pinterest: Promoted Pins Facebook: Promoted Video posts BuzzFeed: Listicles
OUTDOOR Bus transits, subway ads, and bulletins within our non-Heartland and Heartland markets will create “Oh, Hey!” moments from April-September[11, 19] Out-of-home placements will allow us to effectively communicate with every facet of Snapple’s diverse fan base, and the medium’s low CPM makes it a valuable tool for the reach strategy employed outside of the Heartland.
Online Radio Pandora and Spotify
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“REAL FACT” #236 Cows give more milk when they listen to music.
COMMERCIAL Network and Cable buys Early Fringe Primetime and Late News at a 150 GRP from Q2-Q3 April-September. [19] Television Placements [19, 23]
DIGITAL PLACEMENTS YouTube (Skippable ad) Facebook (Promoted post integrated with video) throughout the year.
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BUDGET Media: TV (55.5%) $27,708,054.00 Media: Digital (14.3%) $7,147,500.00 Media: OOH (6.8%) $3,378,900.00 PR Executions (4.3%) $2,154,579.46 In-Store Activation (4.4%) $2,175,902.00 Production Costs (1.6%) $821,175.00 Media + Agency Fees (13.0%) $6,507,916.57
Total Budget: $49,894,027.03
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“REAL FACT” #86 Until the 19th century, solid blocks of tea were used as money in Siberia.
MEDIA TIMELINE TRADITIONAL
Television (Early Fringe, Prime and Late News) OOH (Bus Shelters, Subway Ads, Bulletins)
DIGITAL
Website Ads (250x250 and Mobile Banners) Waze Online Radio (Spotify & Pandora) Online Commercial (Facebook & YouTube) Instagram (Carousel Ad) Twitter Sponsored Tweets Pinterest Promoted Pins Snapchat Sponsored AR Buzzfeed Articles “Get Snappy With It” Spotify Playlist
EXECUTIONS
“Té Amo” Contest Appleview YouTube Series Meet Earth Again Steppin’ Snapple Caps #PopIn Pop Up Snapple Salute Billy on the Street Sponsorship Nextdoor Block Party The Big SnApple
IN-STORE ACTIVATION “Hey!” Sensors ThruVu Refrigerators Snapple Produce
JAN
FEB
MAR
APR
MAY
JUNE
JULY
AUG
SEP
OCT
NOV
DEC
IMPRESSIONS
79,842,000
$27,708,054
507,454,665 29,556,650 44,375,000 29,556,650 12,500,000 35,000,000 7,200,000 30,000,000 2,355,520 365,700
$2,763,546.80 $236,453.20 $400,000.00 $2,092,500.00 $500,000.00 $560,000.00 $65,0000
800,000 4,327,182 390,000 390,000 15,550,000 1,240,000 1,071,738 52,000 53,500,000
$14,000 $636,010.71 $9,100.00 $8,448.05 $192,086.70 $354,914.00 $80,000.00 $670,020.00 $190,000.00
4,412,438 3,529,951 1,410,828
$725,000.00 $1,088,402.00 $362,500
349,471,632
ADDITIONAL COSTS
$3,378,900
$450,000.00 $80,000.00 $0.00
$821,175.00 $6,507,916.57
Commercial Production Costs Media & Agency Fees (15% of Budget)
TOTAL COST
COSTS
1,212,024,773
$49,894,027.03
POST TESTING Throughout the campaign we will monitor sales patterns, conduct social listening, and use mobile and web analytics to ensure we are reaching Snapple’s business objectives in the most cost-effective way. Post-impression tracking will help us understand which ad placements actually lead to consumers buying more Snapple teas and juices. Our campaign will accomplish the following to increase purchase frequency in the non-Heartland and Heartland:
Remind consumers of the Snapple features they love with “Oh, hey!” and “We Meet Again.”
Reintroduce Snapple as a fun, quirky matured brand.
To determine whether our concept and executions will be received well by our target audience, we conducted a series of in-depth interviews with Career Climbers, Modern Parents, and New Adults. We asked them to comment on the “We Meet Again” idea and executions such as Hey! Sensors, Nextdoor Snapple Block Parties, “#SnappleSalute” and the design enhancements. The responses were overwhelmingly positive, telling us our suggestions are on strategy and likely to convert consumers to Snapple. Respondents made minor suggestions for how to make our ads clearer, which we implemented in our executions.
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Place Snapple into our target audiences’ lives with our PR executions and media placements.
TESTIMONIALS On the campaign “Love the big idea! Snapple is a great brand, I’m glad they are re-booting it.” - Vincent, 48
On the design enhancements “It looks very refreshing and makes me want to drink it. It’s total-tea delicious!” – Rich, 22
On the Hey! Sensors
On Snapple Salute
“I would totally Snapchat this experience! Plus I love coupons.” – Alex, 23 “I love it! I would get the coupon and definitely use it. Great idea!” – Michael, 25
“Really loved this one! This is my favorite. There are so many elements behind this idea that are emotional and very meaningful. This one touches my heart.” – Lauren, 29
On the Nextdoor Snapple Block Parties “I would bring my entire family or all my friends! We need more block parties like this, cool idea.” – Alli, 34 Can I come? When will it be? – Paul, 24
CONCLUSION Snapple is not currently the king of its category. This is where “We Meet Again” comes in. The challenge facing Snapple is not that people don’t like the product — on the contrary, they love it — but that people no longer remember how much or why. Overall We will spend a total of $49,894,027.03 and garner 1,212,024,773 impressions across the heartland and non-heartland alike in order to effectively return Snapple back to the fun, witty, authentic brand that built consumer loyalty from the beginning. As it stands, there is a gap between Snapple and its consumers, but that gap is not insurmountable. We’ve showed how we will bridge that divide and how our campaign establishes a strong foundation and brand reintroduction strategy that can carry Snapple for years to come. With “We Meet Again,” Snapple can begin its quest to become leader of the pack once more. We look forward to working with you. Thank you. Stay Snappy.
MEET THE TEAM
Advisor Damien Navarro
Account Executives Ethan Hauser Emily Senes
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Creative Team Brendan Baz - Creative Director Keanu Davis Gretchen Grage Nick Oeffling Julia Ramirez Sho Schrock-Manabe Tammy Taller
Public Relations Haley Schlatter - PR Director, Presenter Tiana Andraos Ellory Courvasier Maddy Reeves Ryan Rodriguez - Presenter Selena Rudolph Sean Suzuki
Media
Hannah Katagi - Media Director Chandler Arlen Anna Belmer Alexandra Blum Olivia Del Rio Maislinn Helfer Emily Blumhardt Noel Witcosky - Presenter
Stratgic Planning Elly Bannon - Co-SP Director Roderick Gurrola - Co-Sp Director Daniel Aguilar Cole Jackson Jean-Luc LeFurgy Nikki Molkara - President of Ad Club Jordan Pennino Pauline Yang - Treasurer
SPECIAL THANKS Dr. Rolf A. Grage Dr. Michelle M. Maxey Mr. Robert C. Witcosky Mrs. Jane Ramirez Aaron M. Moore Warren C. Deutsch Mr. Robert A. Torba & Ms. Kathryn E. Torba Laura A. O’Neal
Karen LeFurgy Damien Navarro Janell Shearer Veston Rowe Cory O’Connor Annalia Whitney Matt and Sheri Molkara
Commercial Crew
Dylan Markward - Dave Emmy Wolf - Kristin Andrew Guastaferro - Sound Said Malikov - Cinematography
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from http://www.dailydot.com/technology/nextdoor-social-network-neighborhood/ Lipton® Tea. (n.d.). Retrieved March 25, 2016, from http://www.liptontea.com/ Media Survey, Team 201 Survey, conducted February 25, 2016. Nielsen Data 2015-2016. Retrieved from National AAF Student Advertising Competition Nextdoor is the free private social network for your neighborhood community. (n.d.). Retrieved February 19, 2016, from https://nextdoor.com/newsroom/ 25. Next-generation vending machine concept with see-through display. (2011, December 15). Retrieved January 15, 2016, from http://www.diginfo.tv/v/11-0251-r-en.php 26. Penske Truck Rental A Better Way to Move. (n.d.). Retrieved March 2, 2016, from http://www.pensketruckrental. com/ 27. Pure Leaf - For the Love of Leaves. (n.d.). Retrieved March 15, 2016, from http://pureleaf.com/ 28. Snapple: Welcome. (n.d.). Retrieved March 15, 2016, from http://www.snapple.com/ 29. Snapple Beverage Corporation History. (n.d.). Retrieved October 25, 2015, from http://www.fundinguniverse. com/company-histories/snapple-beverage-corporation-history/ 30. Strategic Planning Survey, Team 201 Survey, conducted November 2015 through December 2015. 31. Strategic Planning Focus Groups, Team 201 Focus Groups, conducted February 2016. 32. Tea for FREE at 7-Eleven® is #Awesummer. (2013, June 10). Retrieved February 17, 2016, from http://www. prnewswire.com/news-releases/tea-for-free-at-7-eleven-is-awesummer-210824771.html 33. The 9 Graphic Design Trends You Need to Be Aware of In 2016. (2016, January 19). Retrieved February 25, 2016, from https://designschool.canva.com/blog/design-trends-2016/ 34. The True Cost Of Growing A Garden | Investopedia. (2012). Retrieved March 2, 2016, from http://www. investopedia.com/financial-edge/0312/the-true-cost-of-growing-a-garden.aspx 35. Veras, O. (2015, November 2). March of Magic. Retrieved February 15, 2016, from http://www.mustacheagency. com/MNR/MacysParade/wp-content/uploads/2015/11/Macys-Thanksgiving-Day-Parade-2015-Overview.pdf
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THANK YOU
“Nothing is Impossible” Cory O’Connor