OUR
STORY
You are standing in a pasture, watching a herd of brown horses in the distance. This sight is familiar to you, so you almost don’t notice the tranquil nature of the herd. Distracted, out of the corner of your eye, you catch a glimpse of a horse that is unlike the others. A purple horse? Shocked, you watch its vibrant purple mane glisten in the sun as it gallops on its own. Aside from its color, you’re drawn in by something else. Enthralled by its unrivaled energy, it’s clear this horse is thriving. You cannot help but admire this purple horse and you relate to its unique spirit. The brown horses begin to move into a stable. From afar, the purple horse admires the herd and begins to doubt itself, questioning why it’s so different. Fearful of not fitting in, the purple horse impulsively decides to join the herd, wanting to be just like all of the other horses. As the purple horse attempts to conform with the herd, it is slowly drained of its once vibrant color; it lost its spirit, it lost its way. You’ve always related to its individuality and as you watch its color drain, you yearn for its former glory.
1
In marketing, many brands find it is easier to be cautious and comfortable than to take a risk; but this is not necessarily the right decision. In the past, Snapple wandered away from its roots and joined the herd, and in turn, it became just another horse. Over time, consumers lost that symbol of their unique character and grew detached from the brand. Snapple went against the grain using Wendy, quirky flavor names, and an overall unconventional style. As they moved away from this, they grew insufficiently “snapply.”
But the true Snapple remains - our opportunity is to reclaim it. Snapple is that bold stallion you once remember catching your eye. Now it’s time to return to its original glory. Our plan is to make Snapple the leading iced tea beverage in the market by effectively communicating its personality, connecting with consumers’ unique spirit, and ultimately motivating them to snap open a bottle.
TABLE OF CONTENTS Objectives..............................2 Research.................................3 Competitive Analysis........10 Target Consumers..............11 Creative Concept...............14 Media......................................18 Brand Activation................21 Budget...................................25 ROI & Evaluation...............26
2
RESEARCH
YOU ASKED US TO: Increase Volume Across Heartland and Non-Heartland Increase Purchase Frequency Increase Relevance So we went to work:
70
3
trillion
Secondary Secondary Research Research Articles Articles
SEO: 36 36 Keywords... Keywords... SEO:
104
126
Taste Test Taste Test Participants Participants
leadingtoto33trillion trillion leading GoogleSearch Search Results Results Google
In-Depth In-Depth Interviews Interviews
4
23
Creative TestTest Creative Focus Focus Groups Groups
Sorts CardCard Sort Interviews
109
7,665
Simmons Simmons OneView Quaries OneView Queries
Social Social Media Posts MediaAnalyzed Facebook, Twitter Facebook, Twitter, Instagram & Youtube Instagram & Youtube
209
556
A/B Test A/BParticipants Test Creative Specific
BrandBrand Attitude Participants Attitude Survey
471 Google Store Searches Visits
490 Word Word Associations Associations Analyzed
3
BUT YOU ALSO TOLD US ABOUT BEING “SNAPPLY“ ...and Snapple is VERY “Snapply” Overall, consumers find Snapple to be:
Outgoing
Friendly
Energetic
Nice
Bubbly
FUN Happy
Lively
0
FRIENDLY
0
SOCIABLE
0
LIGHT-HEARTED
0
QUIRKY
345
268
Cheerful Refreshing
Funny
Unique
0 VIBRANT
We asked consumers for the first words that came to mind when they hear the word “Snapple“... Out of 490 words, 364 were positive word associations. This brand character is Snapple’s greatest strength and one we set forth to capitalize on in our campaign.
250
218
214
400
400
400
400
400
Additionally, regarding Snapple products, our Brand Attitude survey found that consumers consider...
Snapple drinks refreshing (56% strongly agree/agree)
Snapple as a quality brand (57% strongly agree/agree)
It is clear consumers have a generally positive attitude toward Snapple. 4
OTHER RESEARCH REVEALED THAT This positive opinion continued. Card Sort Interviews Using various adjectives and non-alcoholic beverage brands we asked consumers to: Sort them as if they were groups of friends at a party And answer various follow-up questions about their decisions ...in order to get a better idea of who Snapple was.
However,
Snapple is...
We also started to hear the past tense getting thrown around when probing on the Snapple Brand.
Fun, Creative, Spontaneous -Sue
‘Quirky’ in the sense
This showed Snapple’s
Unique and distinctive personality
Analyses of interviews revealed a major theme. Snapple was personified positively, but as someone from the past. Often referred to in the context of “when I was young.”
that it is a ‘cool quirky’, someone who is confident & fun and not afraid to say silly things or make people -Jackie laugh.
“Snapple reminds me of my neighbors because they always had it and we would read the facts together. Very few brands can remind you of your childhood like that.” - Marie
Dancing, laughing,
“It reminds me of when I would read the facts with my friends at the deli.” -Philip
and the life of the -Ben party.
”Back in high school I would buy it at the grocery store and drink it before going home.” - Jeremy
Snapple resonated in people’s memories, but in their present context, it was not relevant. 5
OTHER RESEARCH SHOWED THAT LACK OF RELEVANCE CREATED A BIG DISCONNECT Though Snapple is in consumers' consideration set, a lack of relevance and overall engagement prevents it from being the preferred choice. Brand Consideration & Preference Data Showed: Only 38% of 556 people rated Snapple’s Relevance as “relevant or extremely relevant” On a scale of: 1 = Extremely Relevant, 7 = Irrelevant
40%
10%
stated Snapple as “one of many considered”
stated Snapple as “the brand I prefer”
This disconnect was also apparent in recent communication. For starters, not everyone loved the New York Campaign:
And this disconnect continued online....
6
DEEP DIVE ON DIGITAL ALSO SHOWED THE DISCONNECT Average Search Index Snapple was the least searched brand on Google compared to 21 other brands from January 2013 - January 2016.
78 52 44
41
26
26 4
Lipton
Brisk Iced Tea Gold Peak
Honest Tea
Pure Leaf
Snapple
From analyzing the BIG disconnect a few things were clear:
Snapple Social Media Engagement Total ** March 2015- March 2016
Snapple appeared to be losing a sense of relevance with consumers.
Likes, dislikes, shares, comments, retweets
Recent communication appeared to alienate consumers
% lead
Online, Snapple was lacking with strong engagement with its followers
4044%
% increase needed to lead the platform
We knew that our campaign would need to address this disconnect.
*Although Snapple currently owns the Facebook platform by 52%, Honest Tea is quickly approaching. **Amongst Tea & Juice Competitors
Arizona
1402%
52% 29% *FACEBOOK
YOUTUBE
7
OTHER RESEARCH INDENTIFIED HEALTH AS AN IMPORTANT TOPIC TO CONSIDER Consumers have grown much more conscious to the subject of health. In the past 24 years, there has been a 3,400% increase in organic sales and, in the US alone, the natural products marketplace is currently valued at $290 billion.1 When asking consumers about the relationship between Snapple and health, their long-time slogan was put to the test.
“Made from what?” How believable is “Made from the Best Stuff on Earth?” “When I hear ‘Made from the Best Stuff on Earth’ I immediately just look at it as marketing. I don’t believe it.” -Diana
“If I see that statement somewhere I would contradict it by finding something better than that.” -Michelle
“I hold some skepticism to the best stuff on earth claim.” -Stephen
In our SEO research, Snapple’s tagline of “Made from the Best Stuff on Earth” earned an average of 1.2 search index (out of 100) from January 2013-January 2016, showing minimal searches for the tagline of the Snapple brand. And in our Brand attitude survey, only 35% strongly agree-agree Snapple is “Made from the Best Stuff on Earth.”
It was clear this slogan is no longer believable to consumers. How much of a priority is health to Snapple drinkers?
Simmons OneView data showed... Snapple users had an index of 143 when it came to their concern about low sugar in their diet 36% of Snapple users are “Image Shapers” Health and image are allied together Looking good means being healthy
Consumers are health aware but are not “health nuts;” they don’t tend to closely read labels or obsess over their diets. Snapple drinkers just want permission to feel healthy. 1
Food Safety News
8
AND HEALTH WOULD APPEAR TO BE YIELDING A BIG OPPORTUNITY Carbonated Soft Drinks on the Decline. From a secondary research perspective:
The CSD category declined $2.4 billion from 2012 to 2014.1 and units declined 14% since 2004.2
And our interviews shed light on a key insight regarding health:
From an interview perspective
Snapple and Coke consumers are similar in a few ways
47.7%
43.5%
32.3%
35.3%
Snapple
Coke
Snapple
Coke
Consumers consider themselves: KIND, GOOD-HEARTED, WARMHEARTED, SINCERE
Consumers consider themselves: SOCIABLE, FRIENDLY, CHEERFUL, LIKEABLE
Q: When did you first really start drinking iced tea? “ Probably when I stopped drinking soda, because it’s still a sugar flavored drink but not as bad as soda. ” - Will
Q: What kind of person drinks tea over soda? “ A person who thinks they are purchasing a healthier option...wants to consume it because it’s ‘better’ than a soda option. ” - Alyssa
1 BevIndustry 2 The Wall Street Journal
The growing stigma attached to drinking soda is yielding an opportunity to source volume, based on health concerns. With this strategy in mind, we wanted to then examine the Tea & Juice category to see where we stack up.
9
COMPETITIVE ANALYSIS
re
L f
A
z
Pu
a on
ea
ri
COMPETITIVE LANDSCAPE
ld P eak
SO WHERE DOES SNAPPLE FIT? Unique beverage experience High quality ingredients
Go
Bri
sk
Rich brand attitude/history
Despite Snapple holding 4th place and having a 8% increase in volume, competitors such as Gold Peak (Coke) and Pure Leaf (Pepsi) have grown more than 40% annually. If Snapple does not act fast, it risks becoming 5th, 6th, or even 7th and could struggle with maintaining shelf space.
Lipton Arizona Distinct packaging Affordable
Lipton Recognizable Hot tea Affordable
Pure Leaf High-quality ingredients Real tea taste Premium price Premium product Health-oriented
Brisk Urban market Bold packaging Value brand
LOOKING AT THE COMPETITION
Gold Peak Home-brewed taste Comforts of home
What stands out from this clutter? Snapple’s brand attitude is distinctive. It is bold. It offers a unique experience that is different from the competition. By repositioning our communication and tapping into that rich “Snapply” spirit, we can motivate consumers to drink Snapple. Knowing this, we wanted to define who we were talking to...
10
TARGET CONSUMERS
SO WHO ARE THESE CONSUMERS? Well, they’re certainly not ordinary.
Segment 1: E xperiencers Heartland and Non-Heartland Cody & Haley, Age 20
This adventurous couple is optimistic about saving the environment, and spends their free time experiencing everything that the world has to offer. They are spontaneous in trying new flavors of iced tea, especially Snapple. They enjoy sharing their tasting experiences through Snapchat and Instagram.
Segment 2 : On-The -Go Couples
Segment 3: Family Focused
Heartland and Non-Heartland
Heartland
Heather & Kyle, Age 30
This on-the-go couple shares a love for traveling, as well as a passion for new and exotic foods. When they’re not busy jumping around the city for work or exploring new parts of the world, the couple can be found lounging on the couch, enjoying a cold Snapple and laughing at a corny sitcom.
Meghan, Age 40
As a New York State native, Meghan is no stranger to Snapple, and continues to share the tradition with her family. She is also conscious about pursuing a relatively healthy lifestyle for her family, particularly for the benefit of her daughter.
_EXPERIENCERS
Heather & Kyle
Cody & Hayley Texas A&M Class of 2017. Passionate about the environment & lunchtime adventures. Excited to take on the world!
@OnTheGoCouple
Power couple. Career-oriented. Passionate foodies. Travel enthusiasts.
Meghan Parker
Heather & Kyle @OnTheGoCouple We are super excited for our next adventure: 10 day Safari in South Africa! Only one week away!! Heather & Kyle @OnTheGoCouple The Windy City The Big Apple! Visiting Heather’s home and family this weekend! Boarding the plane with our snacks & Snapples in hand.
Meghan Parker drinking iced tea I’ve decided to part ways with my guilty pleasure...SODA! Pursuing a healthy lifestyle and setting a good example for my daughter! Getting my family hooked on Snapple instead--I used to love it as a little girl! (:
Heather & Kyle @OnTheGoCouple This amazing Tapas lunch is the only thing that saves our busy days today!
6 Health Benefits of Not Drinking Soda Drinking soda causes health issues that can effect everything from your weight to your heart.
11
WHAT DO ALL OF THESE SEGMENTS HAVE IN COMMON? Our Brand Attitude survey showed us consumers stated: “I am an optimist“ 44% (agree/strongly agree) Heartland vs. Non-Heartland Age Rationale:
“I am imaginative“ 54% (agree/strongly agree)
Reasearch indicated targeting 40+ consumers in Non-Heartland markets warranted based on likelihood of poor lifetime consumer value.
“I am creative“ 53% (agree/strongly agree)
Simmons OneView Showed: Age 18-34 years old: 84% more likely to enjoy trying new things that no one else has Age 35-49 years old: 90% more likely to do things spur of the moment
And what did these consumers have to say about Snapple? “It’s something I always think about when I get Snapple, when you crack it, the top pops up, and the fact is there and is fun to read...it also ties into the glass bottle, because it is different to other beverages.” -Stephen
“I see myself with Snapple because of its high-spirited nature.“ -Jon
“The fact that Snapple can hang with different crowds, people feel like they’re approachable, I am Snapple for sure!” -Courtney
12
TOGETHER THESE INSIGHTS SHOWED US We are at a critical junction and need to make an impact in the market. To do so, we must return to our “Snapply” roots and remind consumers of who they really are;
Soda is ordinary. It’s repetitive. It’s tired. It’s what people are cutting from their diet. Other tea brands are ordinary. They do not offer a unique beverage experience. They do not look at life the way we do. Water is ordinary… well, because it’s water.
HERE IS THE
BIG IDEA SNAP OUT OF THE ORDINARY 13
What is SNAP OUT OF THE ORDINARY?
CREATIVE CONCEPT
We all have our routines. Whether it’s the "nine to five," getting the kids (or yourself ) to school, or accomplishing the little “to do’s.” We all know the feeling of getting stuck in repetitive motions.
Snap Out of the Ordinary is about turning boring on its head and celebrating all the moments life has to offer
Snap Out of the Ordinary is a feeling, an emotion, a perspective of looking at life in a different, positive way
Snap Out of the Ordinary is not just a state of mind, it is an invitation for you to break the mold that constrains your creative expression
Snapple is the catalyst. The one way ticket to live life to the beat of your own drum. Snapple stands as the symbol of your imaginatively curious spirit. 14
SNAP OUT OF THE TV Snap Out of the Ordinary Broken down... Each ad starts with an ordinary situation. But when the protagonist snaps open their Snapple, the world around them changes. Upbeat, lively music starts, and a posterized color effect takes over their surrounding. The once ordinary scenario has now become an unordinary, exceptional one.
Skydive: 30 Second Spot AVO “With 30% less sugar than leading sodas and over 40 refreshing flavors, Snapple is the BEST way for you to snap out of the ordinary! ... Grab a Snapple today! And Snap out of the Ordinary!”
Group of business people are walking through the airport to get to their gate. Main point of view looks around and then looks out the window and continues to walk
The walk then transitions to the main point of view handing the man at the counter his ticket for the flight
Camera pans out; zooms in on the bottle and then pans up to the man’s head as he drinks. Hear the snap of the cap; upbeat song and brand speak start
Group of business people continue to walk through the hallway to load onto the plane
Posterized color takeover starts to happen; business trip turns into an unordinary skydiving experience as the man jumps
Camera follows the man as he jumps out of the plane
Camera follows the man as he dives down and the parachute is pulled
End button scene with brand speak
Alternate AVO “Made with real sugar and no high fructose corn syrup, Snapple is THE best way for you to snap out of the ordinary! ... Grab a Snapple today! And Snap out of the Ordinary!”
The ads depict Snapple as the spark, turning mundane moments into something special.
15
Dune Buggy: 15 Second Spot
Group of friends pull into a gas station to fill up prior to their road trip
Driver puts gas nozzle into tank and starts pumping
Camera pans inside of the car to passenger zoomed in on the Snapple bottle and then pans up as she drinks. Hear the snap of the cap; brand speak starts and the upbeat music slowly fades in
The color starts to take over the ordinary situation and this road trip then turns into the group of friends in a dune buggy tearing up the dunes. Brand speak continues
Ending button GIF with continued music
SNAP OUT OF DIGITAL Social Media
Music Streaming
Static Images Our digital will Snap static images Out Of The Ordinary with the use of animated GIFs.* Enhanced with a color take over experience, each photograph relates to the concept from the commercials and drives home the idea of Snapple transforming an ordinary situation into an unordinary one.
*Animated GIF and full overview of creative execution example link is located on page 22.
Banners, Screen takeovers + Audio examples Our users are online and regularly streaming music through various platforms. Banner ads with moving GIFs and a screen takeover, that includes one of our campaign videos, will be used to increase relevance in these platforms. By doing this, Snapple can tap into this increasingly important digital landscape and own this space.
16
CREATIVE RATIONALE
Copy Testing Shows Our Campaign Is Effective 43% increase in Snapple consideration
“Snap Out of The Ordinary”
Q:
How likely would you be to buy Snapple the next time you were shopping for iced tea?
20% (Extremely likely)
89% increase in likelihood to buy Snapple vs. a carbonated soda (CSD)
Of those Extremely Likely to buy Snapple on their next shopping trip, 62% were also Extremely Likely to substitute Snapple for a CSD.
Q:
14% (Extremely likely)
How likely would you be to consider buying Snapple vs. a carbonated soda?
36% (Extremely likely)
14% (Extremely likely)
Slogan *
Slogan **
Fun: 67%
Fun: 47%
Motivating: 48%
Motivating: 25%
Q:
Results from our test creative Focus Group Feedback for “Snap Out Of The Ordinary” showed:
“It was a powerful commercial about the Snapple drink. It even made me thirsty to drink one.” -Zack “Feel good vibe, reminded me of summer.” -Ben
Q: 4 Focus Groups 100 Copy Test Survey Respondents
“Born in New York”
“Bored and a bit offended” -Caitlin “Why should I trust what New Yorkers say?” -Paul
In addition to receiving positive feedback, we received validation of our message:
“Be different and break out!” -Melanie “Changing the mundane to something more exciting.” -Tommy * Snap Out of the Ordinary ** Made from the Best Stuff on Earth
“New Yorkers love it and it’s the best stuff on earth.” -Jane “If you live in New York you drink Snapple.” -Calvin
17
MEDIA STRATEGY
THE BIG PICTURE Guiding Research:
Our focus is to be interruptive and reflect how our consumers interact with media.
Target Audience:
Geography:
Heartland Market 18-49 Non-Heartland Market 18-35
Objective:
Translate top of mind awareness to consideration set.
The campaign is national in scope with supplemental support in major nonheartland cities.
Strategy:
Our strategy consists of: Decrease spending on traditional media
Significant shift to digital and social platforms Capture micro-moments
WHAT ARE “MICRO-MOMENTS”? Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. 1
Seattle
NYC Chicago SF
Las Vegas
D.C.
Denver
Charlotte
LA Dallas Austin
To make Snapple top-of-mind during lunchtime micro-moments, we will use social media advertising during 10 am to 1 pm. We will use various social media platforms, like Instagram, to share meals that have been paired with Snapple using the hashtag #SnapYourLunch.
Atlanta
OWNING THE MOMENT
Miami
Gas Stations Billboards
1 Trend with Google
MAKING LUNCH OURS
GasBuddy helps users find gas stations in their area by price and distance. It has won numerous awards, including Time Magazine's 50 Best Apps in 2014. Targeting this micro-moment of going to the gas station will increase the frequency of seeing our campaign and increase the impressions for Snapple.
Pop-Up Shops
18
DIGITAL
Using a variety of digital outlets, we will disseminate content throughout the nation by using video, audio, and image advertisements on:
YouTube
TELEVISION
Through TV advertising, we will get the Snap Out Of The Ordinary message across to a broad audience. 80%2 of those who drank Snapple in the last 6 months watch TV every week. Each channel was chosen based on demographics of the viewers, the personality of the channel, the content of current programs, and current commercial advertisers. 30 second advertising spots will be utilized to allow for our audiences to understand what it means to Snap Out of the Ordinary. Television drives all other advertising outlets, holding a consistent and integrated message.
Hulu Collected from MRI+, percentages below show product based data for those that drank Snapple in the last six months.
Spotif y Pandora Gas Buddy Google AdWords Online Radio Going beyond film, television, and literature, music can be streamed while doing a variety of activities. Approximately â…“ of the American population tunes into online radio every single day, and with more people streaming and tuning in through their mobile devices, we see this as a time to own that landscape.1 We determined that Spotify and Pandora would be the perfect outlets for the sponsor content and advertisements. 1 Civic Science 2 MRI +
*
*
26%
21%
24%
30%
28%
27%
46%
28%
Within these station individual shows were identified in which the 30 second commercial advertisements will air. The commercials will run on both new seasons as well as syndicated TV shows: What Would You Do?, Modern Family, The Goldbergs, Scandal, The Big Bang Theory, Suits, Royal Pains, Chopped , Diners, Drives, and Dive-Ins, New Girl, Sleepy Hollow, Parenthood, Parks and Recreation, Two and A Half Men, and Two Broke Girls.
* Data Not Available
19
OUT OF HOME We’ll use out of home advertising in major non-heartland cities to drive broad reach and frequency and significantly boost Snapple’s profile in these critical areas. We’ll air ads on gas pump TV for two months in 12 cities (10 stations per city) with an average impressions of 8,000 views per day. 1 We’ll also place billboards in five major cities for 8-12 weeks per city, for a total of 30 million impressions. 2
Filling up? We are going to take one of the most ordinary routines of our lives and drive a strong connection with Snapple. Our consumers are known to be on-the-go and by advertising on the GasBuddy App and at the station itself with banners/Gifs/and pump videos, Snapple will own the gas station micro-moment. This not only delivers on our BIG Idea, but it is a BIG way of increasing awareness and potential volume.
1
Blue Line Media 2 Clear Channel Outdoor 3Statista
SOCIAL MEDIA Social media is a cost-efficient way for Snapple to create higher brand awareness due to its wide reach across multiple platforms. Approximately ¾ of the US population currently uses social media. 90% of 18-29 year olds and 77% of 30-49 year olds in America currently use social media.3 We will utilize social media to drive impressions throughout the year. Social media posts will be primarily scheduled for lunchtime hours (10am-1pm).
20
BRAND ACTIVATION STRATEGY
TO ACTIVATE THE BRAND
We will engage with consumers in Out of the Ordinary ways...
Pop-Up Shops (New York, Chicago, Los Angeles, Atlanta) These fun, unique experiences will engage consumers in ways that snap them out of their daily routine and bring the Out of the Ordinary spirit to life. The Pop-Up Shops also aim to take advantage of the natural connection between Snapple and lunch time.
IN-SHOP VIRTUAL REALITY Snap Out of the Ordinary is a feeling, emotion, and perspective of looking at life in a different, positive way. Our In-Shop virtual reality experience provides the opportunity to manifest this feeling and emotion. This will incorporate our virtual reality goggles and various props to make the VR environment both visually and physically stimulating for the consumer, allowing the option to choose from three different Out of the Ordinary activities. Free t-shirts and other merchandise will be provided to participants at the conclusion of their experience.
Experience Options Available Sky Diving Dune Buggy Wave Takeover
FOOD PAIRING The Pop-Up Shops will also offer a pairing option with local deli’s in the area. Customers can take advantage of free sandwich and Snapple samples as a way to drive connection between the Snapple brand and the lunch micro-moment.
Six Pack With Your Snack: Customers will be given a rating card for the opportunity to rank the top six flavor choices and receive a customized Snapple Six Pack to take home and continue to enjoy at a later time, offer as a gift, or share with friends.
21
WE’LL BRING THE OUT OF THE ORDINARY EXPERIENCE TO RETAIL Augmented Reality Bottles We also bring the new campaign perspective to the shelves with our augmented reality bottles. Snapple bottles will become Out of the Ordinary by utilizing the modern technology of augmented reality labels. Snapple bottle labels become interactable via smartphone or tablet using augmented reality apps to bring over 1,000 Snapple facts to life.
* Follow this link to view creative & brand activation execution examples.
...And to Space... In-Store Promotion
Snapple will carry out in-store initiatives to draw attention to the brand and ultimately encourage customers to choose Snapple over other competitors with:
Eye Catching End Cap Displays: Designed to attract potential customers, create an awareness and desire to purchase Snapple.
Shelving Banners: Designed to draw attention to Snapple products, regardless of the beverage's shelf placement in various stores.
Snap Out of this World
Enter the Snap out of the Ordinary Sweepstakes for a chance to Snap out of This World! In order to improve purchase frequency during the summer of 2017, Snapple consumers will have the opportunity to win an Out of the Ordinary experience when popping open a special fact under their caps. Winners will be offered a free unordinary experience. Prizes can be redeemed by entering their winning code on the website. The Prizes Trip aboard Virgin Galactic Shuttle II (2) $500 experience (1000) $250 experience (2000) 5 Pack 40% off Snapple 16oz (196,867) Buy One Get One Coupons Discounts on Next Purchase
22
THROUGH PARTNERSHIP & SPONSORSHIP
We will continue to bring the Out of the Ordinary campaign to our consumers' lives. Music is still the soundtrack to our target market’s lives. In fact, 93% of the US population listens to music for over 25 hours each week. Also, 32 million people attended a music festival in 2014 alone. It is an excellent avenue to engage with our target market in ways that resonate with the fun, creative, and playful characteristics of the brand. Through partnerships with targeted music events, the Out of the Ordinary campaign will better reach our unique consumers through the most common form of engagement with creative expressionism.
YouTube Music Awards On November 3, 2017, Snapple will sponsor the YouTube Music Awards by offering a new music video award category entitled, “Most Out of the Ordinary Music Video.” This new category will award creative and unordinary music videos in the music industry.
$ Snapple and YouTube will curate a list of 6 deserving artists from the 2016 award show. Winning artist gets a $50,000 investment from Snapple for a new music video which debuts on Snapple’s YouTube page.
Fans can vote on the Snapple webpage during the months leading to the event. Voting also enters fans to win 2 tickets to the awards show at Pier 36 in partnership with Vibe Magazine.
23
THROUGH OUR WEBSITE & OTHER SOCIAL MEDIA INITIATIVES... We will drive engagement with our consumers in Out of the Ordinary ways. DIGITAL: Welcome Home... To bring the campaign to life online, the website will be refreshed into a new interactive platform with more engaging consumer-based content. The homepage of the site is dynamic with mouse-responsive segments that Snap Out of the Ordinary and change to the campaign colors.
Notable website features include: A featured “Our Fans” fanpage An option to customize your own 6-pack with your favorite flavors A trivia game based on Real Facts A location pinpointer of restaurants that carry Snapple in your area * Follow this link to view the redesigned website homepage
Opportunities to print Snapple product coupons to be used in stores
Social Media Integration A special Snapple fan will be featured monthly via Snapple social media. These posts will showcase the fan and their Out of the Ordinary personality. Fans can submit their stories and photos online via the website. All posts will be archived in the “Our Fans Page” of the website. Also, through our various channels of social media, we will continue to offer discounts and coupons as a trial mechanism to encourage multiple purchases.
24
ROI & EVALUATION
MEDIA SCHEDULE Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Budget
National TV A&E ABC CBS
Food Network FOX FX MTV NBC TBS USA Digital
Various Outlets Digital TV Hulu Social Facebook Instagram Snapchat Twitter Tumblr OOH Gas Pump TV Billboards Brand Activation Pop-up Shops In Store Displays Augmented Reality Caps Snap Out of This World Sweepstakes YouTube Music Awards Additonal Promotional Material T-Shirts (5,000) Stickers (10k)
Production Production Cost
Impressions $1,594,861 $4,068,701 $2,507,472 $355,775 $3,851,730 $823,312 $243,527 $1,082,690 $3,103,443 $975,517
45,306,000 198,210,000 122,200,000 10,107,000 90,200,000 280,000 6,918,000 48,200,000 162,000,000 27,712,000
$ 5,244,000
994,515,151
$ 784,000
22,400,000
$ 300,000 $ 850,000 $ 800,000 $ 600,000 $ 500,000
208,000,000 34,000,000 40,000,000 73,547,500 30,000,000
$ 334,800 $ 4,387,121
57,600,000 1,010,945,144
$4,290,000 $530,000 $2,000,000 $2,976,500 $200,000
4,449,400 353,333,333 430,000,000 400,000,000 18,300,000
$3,000 $500
N/A N/A
$2,500,000
Fees Media and Agency Fees Contingency Plan Total Budget
$5,000,000 $93,051 $50,000,000 Total Impressions
4,388,223,528
25
ROI & EVALUATION
ROI & EVALUATION
31%
ROI
Copy testing indicated a 43% increase in top box consideration for our campaign vs. the New York campaign. Past research, however, indicates actual purchase indexes at 50% purchase intent. We used an even more conservative measure of a 25 index, which netted the potential sales increase due solely to stronger advertising creative to 11%. Additionally, our change in media strategy from past Snapple campaigns, shifting a large portion of dollars to digital, away from TV, resulted in a very large increase in impressions. These two factors combined to yield a 31% increase in sales versus prior year.
Evaluation In order to evaluate the media use and brand activation events, pre- and post- surveys will measure change in attitude, tracking reach will measure attendance, tracking engagement pre and post campaign on social media will measure change in behavior, and tracking pre and post campaign media coverage will measure newsworthiness. Monitoring the following activity will ensure the efficiency and accuracy of this campaign: Snapple sales Unique visitors to the Snapple website Snapple sales due to gas TV Extraordinary experiences with the augmented reality cap Snap Out of this World sweepstakes participation Media attention: journalistic and informal (bloggers) Measure engagement during and after YouTube awards Measure engagement on social before, during, and after the campaign
Reference Page
Follow link between social media and Snapple’s website (to and from)
* Follow this link to our full reference page of sources.
Follow link between on-click ads from GasBuddy to Snapple’s website Snapple Pop-up-shop attendance and participation
26