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TA B L E O F C O N T E N T S
RESEARCH How 'bout them appl e s ?
E X E C U T I V E S U M M A RY
2
The story began in 1972 when Snapple was born. Three friends in New York City started selling their tasty bottles door-to-door. Once Snapple entered local drug stores, the small business earned its reputation from its humble beginning. As the brand solidified its presence with improved distribution, consumers became even more passionate about the sweetness of Snapple. By the start of the nineties,
STRATEGY It’s ripe for the pi c ki ng
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shoppers all across America entered convenience and grocery stores searching for Snapple. They laughed alongside Wendy the Snapple Lady, while their jaws dropped at Howard Stern’s latest anecdote promoting the product they adored. However, with the turn of the century, Snapple’s personality faded due to frequent management changes. This resulted in the brand losing its competitive identity and soda
CREATIVE We’re berry sur e y o u’l l l i ke w hat y o u s e e
SOCIAL MEDIA We’ve got some jui c y c o nt e nt
PROMOTIONS They’re just pe ac hy
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conglomerates took notice. In the early 2000s, several new brands of ready-to-drink teas arrived in the already crowded bottled beverage market. Always with a humble attitude, upbeat but sometimes offbeat persona, the brand fought to distinguish itself against its RTD tea competitors.
13
Today, Snapple’s story is far removed from its humble beginnings. Drinkers are not just rotating flavors – they rotate categories. Shoppers no longer visit drug stores to choose between a Snapple or another tea – they are picking up a Dasani at a local convenience store minutes from their homes.
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Simply put, our Snapple story did not just derive from imagination; its narrative was built through extensive research across the nation. We traveled to different states to learn more about consumer perceptions and availability while also consulting numerous secondary sources
SYNERGY There’s a flavor f o r e v e r y o ne
BUDGET We can pay in Snappl e c aps , r i g ht ?
CAMPAIGN EVALUATION Down to the la s t dr o p
18 26 26
along the way. From our research, we discovered that it is impossible to ignore Snapple’s uniqueness. The personality of Snapple ignites the love for the brand that consumers feel nationwide.
“ W I T H A R I C H H I S T O R Y A N D A N U N M AT C H E D I D E N T I T Y, T H E S N A P P L E S T O R Y I S O P E N I N G T O A NEW CHAPTER.”
With a rich history and an unmatched identity, the Snapple story is opening to a new chapter. It does not deserve to conclude with consumers ditching the brand for other alternatives. We developed a campaign that breaks the barriers among bottled beverages and uncaps Snapple to a refreshingly sweet 2017. Join us for the journey.
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KEY INSIGHTS
Snapple
struggles
with
Snapple
drinkers
exclusively
A g a i n s t re a d y - t o- d ri nk
There i s a cl ea r connect i on
staying true to its identity
drinking Snapple – they choose from a
t ea competitors, Snapple
b et ween t he s ound of t he b ot t l e
in an increasingly crowded
myriad
including
is perceived as more than
op eni ng a nd cons um er f eel i ngs
bottled beverage marketplace.
bottled water and carbonated soft drinks
just an ordinary tea with
a s a cue f or a nt i ci p a t i on of t he
when making a purchase decision.
a variety of juice flavors.
t a s t e i ns i d e.
of
are
beverage
not
options
MACRO ISSUES
IT’S NOT THE NINETIES ANYMORE
“Health and wellness is a major enduring trend, and each brand has to compete in that
Furbies and Snapple were popular cultural icons. For many
industry trends and why, where, and how often consumers choose to buy a beverage. In
environment.”
lady and Howard Stern. With Snapple’s celebrity endorsers and
J. Alexander M. Douglas Jr., president of Coca-Cola North America 1
flashy advertising now in the past, other brands have emerged.
We conducted a massive amount of research to gain a full understanding of the bottled beverage
industry,
including
emerging
November, we traveled straight to New York City for a week’s worth of primary research to better understand the brand’s biggest market. In addition, we conducted secondary research with extensive nationwide primary research visiting 17 states, in both the Heartland and the non- Heartland consisting of:
A H E A LT H Y L I F E F O R M E The healthy bandwagon has arrived and consumers are hopping on. With the rise of more accessible health food stores and an adjusted palette, consumers now prefer healthier alternatives. 2 More importantly, shoppers are now thinking more consciously about what they eat and drink. Sweet beverages containing sugar or high fructose corn syrup and otherwise unhealthy foods and beverages have fallen to the wayside as customers seek out ingredients they can actually comprehend. 3 There’s a reason a new Whole
It’s not the nineties anymore when Fresh Prince of Bel-Air, consumers, Snapple’s identity was built on Wendy the Snapple
Consumers simply have more options – and it’s been almost two decades since Snapple reclaimed its identity that it has lost over the years. Recent additions to the RTD tea category dominate with healthy and natural ingredients. Many convey the product and purpose in their brand names to align with today’s consumer thinking.
“I think [Snapple] was having a moment back then. It was super popular in the 90s. I can’t remember the last time I had one, maybe 20 years ago?” Kit, New York 4
Foods was just built down the road – and they’re not selling Snapple.
1 2 3 4
Sanger-katz, Margot. “The Decline of ‘Big Soda’.” The New York Times. The New York Times, 03 Oct. 2015. Web. 16 Feb. 2016. Lempert, Phil. “Being the Shopper : Understanding the Buyer’s Choice.” J. Wiley & Sons, 2012. Market Realist. Consumer Research. 2013. Personal interview participant
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OBJECTIVES 5
HEARTLAND Grow brand relevance through engagement tactics with heavy Snapple users
6
Grow purchase frequency: Grow Heavy User buying rate from 9x to 10x per year
NON-HEARTLAND Drive trial by converting high awareness (90%) to top of mind awareness (15%) Grow purchase frequency: Grow Light User buying rate from 1x to 3x per year
OVERALL Grow Snapple volume in the United States
5 6
Snapple Case Study. Dr. Pepper-Snapple. 2015. Snapple Case Study. Dr. Pepper-Snapple. 2015.
On the surface, the campaign objectives seemed very reasonable but digging deeper we found that it required a 155% increase in nationwide purchase transactions (see chart above). We believe these objectives will not realistically be attained. However, we developed solutions which will significantly increase transactions throughout the country.
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C AT E G O R Y O V E R V I E W Despite expected growth, Snapple (7.7%) is a distant fourth in terms of market share compared to its direct RTD competitors Arizona (17.5%), Lipton (16.1%), and Brisk (11.7%). 7 This is in part due to Snapple’s inability to take ownership over its identity in the very crowded market of bottled beverages. In terms of market share of all non-alcoholic beverages, tea accounts for just 8% while fruit drinks account for only 3%. Snapple needs to rethink where it stands in the category in order to drive trial and frequency.
P R I M A RY C O M P E T I T O R S
Ready-to-Drink Tea
Dominating the RTD market starts with getting
Additionally, according to Simmons, Snapple’s brand loyalty index
consumers interested in what Snapple has to offer.
Just ask Sam Malone– there’s no one better
is 112, compared to competitors Arizona at 74, Gold Peak at 94, and
After capturing consumer interest, there’s a higher
than a bartender to get people talking. With
Lipton at 82 (see table 1). Most RTD tea drinkers are disloyal even
likelihood of consumers staying more loyal, thus
our Bizarre Bar guerrilla research execution,
to their favorites, and with the correct messaging, are more likely
increasing trial and frequency.
we created a natural conversation over a
to brand switch from other leading tea brands to Snapple. Non-
But we know it’s not that
variety of RTD teas to dig deep into consumer
Heartland consumers will be more likely to brand switch given their
simple, so we turned to
consideration sets. Participants were tasked
low awareness which influences the consumer consideration set of the
research.
with ordering a tea to try and then start
brand due to distribution and advertising. While in the Heartland,
talking. In a natural setting, we learned
frequency will increase with innovative promotional executions. Once
Bizarre Bar, a guerrilla
firsthand why consumers chose a specific
we drive interest to Snapple and encourage brand switching due to
research activation, we found
beverage and how they perceived different
competitors low loyalty indexes, consumers will be more likely to
that consumers actually love the taste of Snapple.
beverages. Tea time at a pop-up bar was one
consider Snapple and become loyal to it, increasing frequency and
When selecting from a menu of different drinks,
of the highlights of our primary research.
volume. Things just got a lot easier for Snapple.
Un c overed
f r o m o u r
including competitors Arizona, Lipton, and Gold Peak, consumers chose Snapple 41% of the time and 86% had an overall positive opinion. 8 In addition,
B R A N D L O YA LT Y O F P R I M A R Y C O M P E T I T O R S Table 1
56% of 740 survey respondents ranked Snapple as having an excellent taste compared to its competitors of Arizona and Lipton. 9 This shows that consumers actually enjoy, and most of the time even prefer the product to other RTD tea competitors.
7 8 9
Snapple Case Study. Dr. Pepper-Snapple. 2015. Bizarre Bar. Team 192. September 2015. Survey. Team 192. November 2015.
112
74
94
82
RESEARCH S E C O N D A RY C O M P E T I T O R S
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Beyond Just Tea
C O M P E T I T I V E I N S I G H T S Table 2
Although Snapple currently views itself in the context of the RTD tea category, there is an opportunity to capitalize on the larger market of overall bottled beverages. There’s no denying that the bottled beverage marketplace is volatile and dynamic. Throughout primary research and secondary insights, we arrived at one overwhelming discovery— current Snapple users and other RTD drinkers, aren’t just choosing between RTD tea competitors when making a purchasing decision, they’re thinking about every bottled beverage in between. For Snapple drinkers, users usually choose between bottled water or carbonated soft drinks against purchasing an additional Snapple. 10 Across the LRB market, Snapple’s inability to broaden its competitive category and shift its competitive perception reduces purchase opportunities in the Heartland, restricts consideration in the non-Heartland, and thereby limits overall volume. Now it’s time for Snapple to start thinking like its consumers. It begins with being braver than any other beverage in the market. According to Simmons, we know consumers make other beverage choices. Those that purchase Snapple are more than likely to also purchase bottled water, with an index of 207. In addition, Snapple drinkers have an index of 230 for their likelihood to buy soda. Based on our research, we know Snapple drinkers aren’t just going to exclusively drink Snapple. Within Snapple, the key is to retain current consumers from category switching to bottled water or soda. Instead of trading in a Snapple once
By only competing in RTD tea and fruit drink segments of the LRB category representing only 11% of volume, 11 Snapple limits its growth potential. If Snapple begins thinking more like its consumers and expands the market they compete in, the opportunities significantly expand. Specifically, by positioning Snapple in the category of tea and juice as a competitor to bottled water, carbonated soda, and fruit juice, Snapple’s competitive segment increases from 11% to 41% of the LRB market. As a result, a 375% increase in case volume is up for grabs. It’s time for Snapple to take it. Sound familiar? Taco Bell’s “Think Outside the Bun” campaign that dominated the 2000s encouraged consumers to start thinking about something more than just hamburgers. They changed their perception by expanding into a broader category. This directly affected how they were perceived in the consumer consideration set against McDonald’s, Burger King, and Wendy’s. This proved successful as sales increased by almost 5% in its introductory year – and it didn’t take talking Chihuahuas to achieve the increase. 12
a week for a Dasani or Coke, let’s instead push consumers to switch from a Peach to a
“Water will always be the healthiest alternative, of course. But life is too short
Kiwi-Strawberry. As a result, frequency will increase by reducing switching to other
to just drink water.”
categories (see table 2).
Rodrigo, Virginia 13
10 11 12 13
Survey. Team 192. November 2015. Snapple Case Study. Dr. Pepper-Snapple. 2015. Enz, Cathy A. “Multibranding at Yum! Brands Inc: Thinking Outside the Bun.” 2005. Personal interview participant
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IMPULSE BUYING The nature of RTD beverages is that they’re easy to drink as a grab-
SNAPPLE OVERVIEW
and-go product. According to the case study, 80% of Snapple sales are
F L AV O R & VA R I E T Y
from grocery and convenience stores.
However, grocery list lovers
With more than 35 variations, Snapple distinguishes itself against competitors by having a flavor for
usually aren’t going to enter a store to buy just one Snapple. In
every taste bud. For those seeking an even healthier alternative, Snapple has sold diet products since
grocery stores, as a result of low RTD tea brand loyalty, consumers
2009. 17 This accounts for almost 50% of Snapple’s premium tea sales and 20% of fruit drink sales. 18
will be more likely to try Snapple over their competitors because
No matter what a consumer is craving, odds are that Snapple has them covered. In our survey, more
there is a higher chance of brand switching. In convenience stores,
than 70% of respondents rated Snapple as excellent for having the highest variety compared with
the grab-and-go nature of the stores allows Snapple to be promoted
other RTD teas. 19 During the Bizarre Bar perception test, 41% selected a Snapple beverage from a
through retail activations to increase frequency. In both grocery and
menu of various RTD teas due to its various options. 20 Snapple continues to offer more flavors with
convenience stores, RTD beverages offer convenience and Snapple is
radically different tastes than its soda or RTD tea competitors.
14
no different. Check that off your grocery list.
“I chose Snapple because there’s a diet option, unlike some other teas.”
“When buying a beverage it’s usually in the moment.” Stephanie, Manhattan
Jessica, Bizarre Bar 21
15
DISTRIBUTION
“Nothing comes to mind for a specific time to get a Snapple.”
Our research team traveled to 17 states throughout the country to track the availability of Snapple
Jonny, Chicago
in locations other than our hometowns or college campus. The result was overwhelming: Snapple is
16
hard to find in the non-Heartland. One way to increase consideration and frequency is to improve distribution efforts across the country. Even when Snapple is available, the lack of prominent display handicaps the effectiveness of any outside advertising pushes. This starts with bottlers, as nearly two-thirds of Snapple’s distribution exists through Coca-Cola and Pepsi bottlers, not Dr. PepperSnapple themselves. 22 Snapple needs to become as easy to find in Alabama as it is in Connecticut. It all starts with incentivizing local bottlers and retailers to give consumers a taste of Snapple instead of the soft drink options currently emphasized in trade promotions. BEST STUFF ON EARTH While to Snapple, “The Best Stuff on Earth” tagline attempts to attract people who are interested in wholesome ingredients, it actually communicates different meanings to different consumers. Additionally, nearly 50% of Snapple’s premium tea sales derive from diet teas and 20% from diet 14 15 16 17 18 19 20 21 22 23
Snapple Case Study. Dr. Pepper-Snapple. 2015. Personal interview participant Personal interview participant Snapple Case Study. Dr. Pepper-Snapple. 2015. Snapple Case Study. Dr. Pepper-Snapple. 2015. Survey. Team 192. November 2015. Bizarre Bar. Team 192. September 2015. Bizarre Bar. Team 192. September 2015. Distribution: Dr Pepper Snapple. Market Realist. Web. 2014. Personal interview participant
fruit drinks, which are not made from all natural ingredients. After conducting focus groups and interviewing beverage drinkers nationwide, we found that the “Best Stuff on Earth” means different things to different people and doesn’t always speak to wholesome ingredients.
“To me the best stuff on earth is a cheeseburger!” Jen, Ohio 23
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PA C K A G I N G
“I like glass with a lid because it’s fancy. It
There’s no denying that Snapple stands out on shelves. Its glass bottle differentiates
makes me feel fancy.”
it among competitors who come in plastic bottles and cans. The casing also offers an
Jamal, Texas 28
eco-friendly plus, as the glass bottle is more easily recycled than plastic. According to our survey, Snapple earned an excellent score in terms of its packaging.
MADE IN NEW YORK
Consumers recalled the packaging because it’s memorable. Snapple’s packaging
The recent “Made in New York” campaign sought
overall is known for its glass bottle, fast facts, and colorful label. After conducting
to re-energize all those outside of the Northeast to
hundreds of hours of primary research, something even better emerged: consumers
grab a Snapple and discover what’s inside. When
loved the sound when the top came off.
our team traveled to New York to conduct research, we found that many people do not identify Snapple
“The packaging of the product is a multisensory experience for our
with their city or even know of Snapple’s historic
consumers.”
New York roots. Similar findings also emerged
Frito-Lay spokesman 24
after conducting more descriptive research in other areas of the Northeast. Even in areas of the
Nearly two-thirds of qualitative research participants mentioned the pop of the
Northeast, consumers still don’t personally identify
Snapple cap when opening the bottle. According to The Wall Street Journal,
with New York. People choose to live in a specific
auditory cues can make huge impacts in the minds of shoppers and even affect their
city for a reason – and no Red Sox fan is rooting for
purchasing decisions.
Think – the iconic “Snap, Crackle, and Pop” of Kellogg’s
the Yankees on any day. Snapple isn’t just for people
Rice Krispies or Alka-Seltzer’s “Plop Plop Fizz Fizz” – marketers know the impact
that yearn for the lifestyle of New York, Snapple is
they are making when positioning their products through sound. According to
for every American – no matter which Heartland
Andrew Springate (SVP, Marketing/Sales, Snapple), Snapple even removed its
they settle down in. In order to position Snapple as
plastic wrapping around its cap because the audible sound was enough to signify
a brand all consumers can identify with, we have to
freshness to consumers. 26
dig even deeper to unify individuals in a way that
25
will connect the core Heartland consumers with
“I like the noise when it pops. It’s just kind of fun, I would get excited every
the non-Heartland prospects. Snapple has a lot of
time it popped.”
friends, and they don’t all live in the Northeast.
Taylor, Minnesota
27
to start drinking what’s inside. The pop acted as a cue of anticipation of the sweet
“The slogan is the opposite of what I thought of Snapple originally – I thought of Snapple as farms,
experience that awaited every consumer. Snapple’s existing customers were
orchards, and the south.”
already on to the unique packaging and the sound when the cap popped off – we
Emily, Washington 29
The cap popping off didn’t just bring a fun sound – it introduced joy and excitement
just started listening.
24 25 26
“The Search for Sweet Sounds That Sell.” WSJ. N.p., n.d. Web. “The Search for Sweet Sounds That Sell.” WSJ. Web. 2012. “The Search for Sweet Sounds That Sell.” WSJ. Web. 2012.
27 28 29
Personal interview participant Personal interview participant Personal interview participant
STRATEGY
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TA R G E T I N G & S E G M E N TAT I O N “The general Snapple consumer is 18-49 years old with a bulls-eye target of 30. They’re a positive person that celebrates the little things in life that brings a bright spot to their day. They
appreciate that Snapple is made from The
A g e : 18-49 S n a p p l e S w e e t S p o t : 30 Ta r g e t P o p u l a t i o n S i z e : 58,652,000 PA S S I O N AT E O R I G I N A L S
Best Stuff on Earth but is not a health nut. They are looking for a wholesome,
Individuals who embrace the uniqueness of their personalities and find positivity in
simple, premium beverage experience.”
their day with unparalleled passion.
30
From our research, we discovered that despite having similar characteristics, not all customers within the Heartland or the non-Heartland are alike. This
Passionate Originals know who they are and aren’t afraid to show
prompted us to consider more complex lifestyles and behaviors rather than
their true colors. From Maine to California, Passionate Originals live
simple characteristics in order to identify and further segment our target
all across the country. They take ownership over their upbeat personas
market with Snapple.
and passionate personalities while embracing their identities. They
67 “Esri” (Environmental Systems Research Institute) Tapestry
are relentless optimists who lead communities and refuse to leave the
Lifestyle Segmentation reports, a geographic information systems mapping
office before the job is done. When an ordinary afternoon turns sour,
software, to capture the market profile for each segment of American consumers.
they hone in on the bright spot of the day and they embrace it with
From the 67 Esri reports, we pulled 29 segments that best fit the profile for our
passion.
We used
target:
Passionate Originals are the ultimate cocktail party magnets. Peers are drawn to their infectious personalities and aspirational attitudes. When they start talking, others start listening – and not just because they’re explaining their recent afternoon. Every day is a new opportunity to make their kids cringe or surprise friends with a new discovery—from entrepreneurial ideas to unexpected new hobbies.
OPTIMISTIC
PA S S I O N AT E ABOUT LIFE
Passionate Originals live to make their unique mark each day. During lunch break, they are the ones that send a GIF in the office e-mail thread that everyone can’t stop talking about. It’s never a true family vacation if it isn’t like the Griswolds; they make sure the whole family has matching shirts and printed itineraries. They might not be rappers – but they will spit out a tune in the right setting with a beat. P a s s i o n a t e O r i g i n a l s c e l e b r a t e u n i q u e n e s s b y e m b r a c i n g i n d i v i d u a l i t y, no matter when, where or how they find it.
S O C I A L LY CONSCIOUS
D E D I C AT E D T O FA M I LY
30
Snapple Case Study. Dr. Pepper-Snapple. 2015.
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C A M PA I G N S T R AT E G Y
R E C O M M E N D AT I O N S
“Snapple’s brand identity was established as a quirky, fun and unique brand that quickly gained BRANDING
a passionate base of consumers.” 31
Reclaim ownership over Snapple’s identity. In the crowded landscape of bottled beverages, the
Snapple has all of the qualities to be successful, but now just needs to harness its personality to present itself as a brand that isn’t afraid to be the most unique bottled beverage on the shelf.
stakes have never been higher for Snapple to
Snapple is a dynamic product – some call it a tea while others consider it a juice. Those that buy
own its brand personality that distinguishes it
Snapple are dedicated drinkers, but we know they’re drinking numerous other beverages as well,
against the competition.
from bottled water to sodas. The ultimate prize is to get Snapple to rethink its competitive category to increase its sales volume, and it all starts with embracing
E X PA N D C O M P E T I T I V E M A R K E T P L A C E In
order
to
achieve
objectives,
shift
the
competitive perception of Snapple and expand the market opportunities. Increase competitive segment of the market from 11% of the LRB category, to 41%– a 375% increase in case volume.
current consumer perceptions of the brand. Throughout primary research across the country, we found one outstanding discovery: the link between the consumer and the product is the packaging. Consumers feel excited after hearing the pop when opening the beverage. Snapple’s pop is a cue of anticipation that the most refreshing beverage awaits you. In the most humble way, Snapple tells the customer they
PA C K A G I N G Leverage the power of sound as a cue for anticipation for what’s inside every moment a consumer pops open a Snapple beverage.
made the right choice. The pop, however, doesn’t just stop at packaging – its influence extends beyond just the bottle cap. No matter if a consumer lives in the Heartland or the non-Heartland, every American deserves a taste of Snapple. It doesn’t matter where
SYNERGY Reach the Heartland and the non-Heartland with separate strategic media plans including
consumers live; it matters who consumers are – and we love every individual for what they offer the world.
digital, social, traditional, and non-traditional media with minimal wasted coverage.
30
Snapple Case Study. Dr. Pepper-Snapple. 2015.
STRATEGY BRIEF
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BIG IDEA
CROSSROADS OF IDENTITY Snapple used to be relatable. In the midst of an identity crisis, Snapple needs to reclaim
SIGNIFIES THE SOUND OF THE C A P L E A D I N G T O T H E U N I Q U E LY R E F R E S H I N G TA S T E I N S I D E IS A CALL TO ACTION TO CONSIDER PURCHASING A SNAPPLE
ownership of the qualities that define its personality. It’s not a tea or juice, and it’s definitely not Diet Coke – it’s Snapple, and that’s what makes it great.
INVITES CONSUMERS TO THINK O U T S I D E O R D I N A RY B E V E R A G E C AT E G O R I E S
BRAND DEFINING IDEA With more than 35 variations, iconic packaging, and a personality that fights conformity, Snapple is unique, just like the people who drink it. Instead of shying away from what
ALLOWS INDIVIDUALS TO C E L E B R AT E T H E I R U N I Q U E N E S S
makes Snapple different, we’re reclaiming the uniqueness of the brand. Every person has a reason to pop and so does Snapple. The pop energizes consumers and Snapple’s opportunity to claim their ultimate prize – their identity. OUR SINGLE PURPOSE
“ M A K E I T P O P ” is Snapple’s brand-defining idea that unites individuals from the Heartland to the non-Heartland to embrace who they are
Popping open a Snapple is the ideal way to capture the bright spot of your day. TONE PERSONALITY Humble, Unique, Passionate, Quirky
CONCEPT TESTING In order test our strategy with the target market, we asked 200 respondents a series of questions to see if they made a connection between Make It Pop and
MANIFESTO All individuals have a reason to embrace themselves, despite any hesitation or fear. Every person has a reason to celebrate uniqueness no matter how downright wacky – like a young professional who’s a realtor by day but a mime by night. When a Snapple drinker hears the pop, they know their personality fits right in with the beverage inside.
Snapple. Participant feedback only strengthened the confidence we had in the Make It Pop tagline. We asked individuals which RTD tea brand first came to mind from the Make It Pop tagline, and then analyzed their responses through Tableau and RStudio text analysis sentiment software. The word cloud below illustrates the most common brands associated with the tagline.
Today is the day for Snapple to open up to a whole new world of identity: To make Snapple own its quirks. And celebrate its customers. It’s time to raise a bottle and make enjoying a beverage an experience that brightens every part of your life Make it one of a kind Make a mark on the world Make it different
Snapple– ”Make it POP”
69% OF RESPONDENTS LINKED MAKE IT POP WITH SNAPPLE
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A FRIEND NAMED JIMMY For this television spot, we follow the journey of a 9 to 5 worker with an after hours passion for ventriloquism. The juxtaposition of Ted’s work life and his eccentric hobby showcases what makes him pop.
Frame 1: We open this spot in a typical
Frame 2: We pan over to a large leather
Frame 3: We move to Ted, leaving the
Frame 4: In his hurry out of the office,
office setting at the end of the day. We see a
bag hanging on Ted’s cubicle. A co-worker
office, as he’s asked by a co-worker if he’s
Ted takes the stairs to avoid a jam-packed
normal looking man, Ted, excitedly getting
subtly looks it down as he passes by.
“Going out with Jimmy tonight?”. Ted
elevator. The crowd follows his path with
enthusiastically confirms.
their gaze.
his things together to leave the office.
Frame 5: We whip pan from inside to
Frame 6: We see Ted striding down the
Frame 7: Ted arrives at an ominous looking
Frame 8: Sounds of laughter and applause
outside as Ted hurries down the stairs. He
sidewalk then key in on his mysterious
warehouse. He slows his pace, and takes
bring us to a comedy club, where Ted is
takes in the fresh air, and heads off to his
bag before ascending to a profile shot. The
a breath to gather himself before looking
performing ventriloquism with his doll,
destination as music kicks in.
sounds of a busy city cut through the music.
down at his bag.
Jimmy.
MOTORCYCLE In this spot, we take a light-hearted look at an ordinary driver who makes an unexpected friend. He thinks his favorite show tune is playing but he gets put to shame when a burly biker belts it better Frame
9: Ted showing off his skills:
Frame
10:
Ted
and
Jimmy
continue
drinking a Snapple while Jimmy asks “How
performing, with Ted’s leather bag crisp in
come you always get the Snapple?” Ted
the foreground. Scene fades out to “Snapple,
responds “Because I’m no dummy.”
Make It Pop” logo and tagline.
than he can. See page 12 for the link to the full spot.
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BINGO NIGHT
O U T- O F - H O M E
For radio, we meet an innocent grandmother and her friends as they
In order to drive impulse purchases amongst typical, on-the-go
crack open a couple of Snapples. They change from bingo-loving ladies to
consumers, a number of out-of-home executions will be implemented
passionate gamers who will stop at nothing to win.
throughout the Heartland and the non-Heartland.
NARRATOR: Snapple wants to know what Makes You Pop?
Take a look at our dynamic OOH ads here: vimeo.com/160269240
password: makeitpop
DOLORES: Oh well, on Wednesday I go to bingo with the ladies. After our mid-day tea (pop sound, clink), we fire up the Game Station– DOTTIE: Dolores, ITS A PLAYSTATION! DOLORES: Oh, I know... and we own some noobs! Ambient video game noises begin in the background as the ladies yell commands to each other
GO-KART (PRE-ROLL) For the non-Heartland we chose to highlight Snapple as a more exciting choice (for more exciting people) than soda or water. With just five seconds to pick, we use the pre-roll format to put the audience in the girlfriend’s position, emphasizing how Snapple makes the perfect impulse purchase. By quickly deciding against mundane options for this special occasion, we hope to encourage category switching among consumers and position
NARRATOR: Snapple– Make It Pop
the brand as one that provides a unique experience. Take a look at our Motorcycle spot and full pre-roll, here: vimeo.com/160270132
password: makeitpop
CHOICES (PRE-ROLL) We targeted our Heartland segment by starting with something to grab their attention: an extreme close up of someone scrutinizing a decision. To showcase just how many options Snapple has to offer we use the pre-roll platform to show that the flavor variety calls for a 15 second decision. The cashier’s suggestion of “coming back tomorrow” serves to encourage increased purchase frequency, but also brings the piece into the context of a day-to-day routine.
Frame 1: Scene begins with a close up of a
Frame 2: We cut to a close up of a variety
Frame 3: The scene cuts out to show a
Frame 4: Scene fades out to “Snapple, Make
man’s face in deep concentration which is
of Snapple bottles, all different flavors. The
convenience store cashier looking at the
It Pop” logo and tagline.
held for a couple of seconds.
man hesitates to reach for one and pulls
man as he continues to stare intently at five
away.
Snapples on the counter. The cashier finally says to the man, “You know, you can just come back tomorrow”.
SOCIAL MEDIA
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OVERALL Objective: Create an online Snapple community to further define the Snapple voice in the digital space.
# P E O P L E T H AT P O P Snapple street teams will hit cities nationwide to find individuals that embrace their uniqueness – whether it is through clothing, hobbies, or an unordinary job. The result will be a picture of a person who pops explaining their original story while drinking a Snapple, further positioning the uniqueness of every day consumers drinking the sweetness of Snapple. The image will appear on Instagram with a pull quote from the interview as the caption, along with the #PeopleThatPop hashtag. Each post will be geo-targeted in order to segment audiences in the Heartland and non-Heartland to serve different messages. Snapple will call on consumers to continue the conversation online and post what makes them pop with #PeopleThatPop.
N E W S T H AT P O P S In an effort to increase traffic to Snapple’s YouTube and Facebook platforms, News That Pops will deliver
”I DON’T CARRY AROUND THIS SIGN TO GET ATTENTION, I JUST BELIEVE SOME FOLKS REALLY NEED A HUG. EVERYONE DESERVES A LITTLE LOVE.”
”MY FIRST CRUSH WAS CHEWBACCA. HE REMINDED ME OF A GIANT TEDDY BEAR WITH AN EVEN BIGGER PERSONALITY.”
S N A P P L E C H AT
consumers with a humorous and on-brand news report that encourages social sharing. Each week, a thirty-second news segment will be produced and “sponsored” by a different Snapple flavor. The segment will begin with a news anchor sitting at the epitome of a Snapply set – a desk counter made out
SnappleChat will leverage Snapchat’s nature of instant engagement in order to increase impulse purchasing.
of Snapple caps, sipping out of a Snapple mug, and a
A series of ten-second videos will be used to promote the SnappleChat handle on Snapchat and drive product
picture framed with Snapple caps. The news anchor
promotion. Each video will be product-heavy with focus on the audible aspects of popping the top off the beverage.
will deliver the news in a way that pops, with current
Consumers won’t be able to get enough of the pop as the lid comes off while following the SnappleChat account.
events that are quirky, fun, and only the most unique.
PROMOTIONS
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HEARTLAND Objective: Develop initiatives to spark short-term frequency behaviors through
CAPS OFF TO YOU
incentivizing purchases
In order to give back to the community, build frequency in the Heartland, and encourage impulse purchasing, Snapple will introduce
M A K E I T P O P PA R T I E S
Caps Off To You - an innovative
Throughout the summer months, consumers in the Heartland will want to grab an invite to the exclusive Make It Pop Parties featuring a headlining DJ or performer. Guests can visit the “Bizarre Bar” for a variety of
a
charity
and
prize
codes will be printed on the inside special
edition
Snapple
caps
distributed in the Heartland. Once
the “What Makes You Pop” Wall, an
entered into the Caps Off To You
electronic board for consumers to post
microsite, each code will reveal an
what makes them unique. There will
amount of money to be donated to charity in addition to a matching prize
be 28 parties in four different cities:
reward for the consumer. Fans of Snapple will receive an extra push, in
New York, Philadelphia, Boston, and
the form of a charity-prize incentive, a special offer on their next Snapple
Atlantic City.
purchase.
In order to gain an invitation, consumers must purchase a Snapple with a specially marked cap containing a link to register on a microsite. Registered attendees will simply need three Snapple bottle caps to gain admission, encouraging current Snapple fans to buy even more Snapple, in turn increasing frequency. Best of all, Snapple will contact attendees post-party via e-mail with exclusive purchase offers and promos with the option to send each promo to a friend. Chatter from the event will turn into buzz spreading virally, supported with co-promotions from local radio stations, social media, and digital ads on Pandora and Spotify. Digital journalists from media outlets will earn exclusive invites for maximum coverage.
BENEFITS
Promotes Snapple’s wide variety of flavors
of
giveaway. During the promotion, of
Snapple refreshments or interact with
Increases purchase frequency
pairing
Creates an electronic consumer database
Increases brand engagement
PROMOTIONS
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CAPS OFF TO YOU, continued
MESSAGE IN A BOTTLE
Amounts to be donated and prizes to be won will be randomized, and every
Since New York is responsible for the largest share of Snapple sales, we know that the
code entered will always provide both a donation and a prize. Four charities
Big Apple has a very unique relationship with the product. The essence of Snapple speaks
will be featured to receive donations:
to New Yorkers as they capture positivity, fun, and excitement in every day life. Without a doubt, New York City deserves a year-long promotion and message specifically tailored to
BRING RECYCLING An organization dedicated to recycling glass products
them. In an effort to further connect New Yorkers with the brand to maintain sales volume in New York and reinforce frequency of purchase, a Snapple street team will hit the five boroughs and hand city residents an unforgettable message – a message in each bottle.
4 PA W S F O R A B I L I T Y Placing service puppies with children and veterans
Each message will ask consumers to complete an activity that brightens their own day to interrupt an otherwise ordinary afternoon. By pairing Snapple with an experiential stunt, New Yorkers will interact with the brand in a way that no other beverage ever could.
BABY BUGGY A clothing service for families in need
And we know this works because we did it. After traveling to New York and launching the execution, we witnessed New Yorkers overjoyed by the sight of Snapple while popping off
C L E A N W AT E R F U N D Bringing diverse families together to encourage clean water consumption
the top with anticipation to find their message inside. Snapple drinkers reveled in playing hopscotch, danced the Macarena and strutted down a makeshift runway. When New Yorkers popped the cap to see the message inside, Snapple brought them to a place of pure joy. The hilariously fun video will be available to view
Users will be able to give their donation to the charity of their choice. These
on Snapple’s website, further promoted through
smaller, unique charities will tie back to Snapple’s roots of starting small and
teaser videos released on Facebook, Twitter,
embracing its uniqueness.
and Instagram.
Donations start small at $1, but increase with $5, $10, $20, $100, and $500 awards. Charities will be “fully funded” when they reach $100,000 in donations. Five lucky winners will be awarded $500, 25 participants will win $100, and
BENEFITS
1,500 will be given $20, each disbursed via VISA gift cards. Those who don’t win money will win coupons for either a Snapple 6 pack (25,000 winners), one free 16 oz. Snapple (60,000 winners), or buy one get one Snapple (60,000 winners).
Increases engagement with the brand
Caps Off To You will be promoted through social media and with shelf talkers
through an experiential activity
in stores for six weeks, from October 22 to December 2.
BENEFITS
Increases purchase frequency
Generates viral buzz
Incentivizes impulse purchasing
Amplifies Snapple’s identity in the community
Provides electronic customer database
Showcases passionate and authentic consumers of the brand
PROMOTIONS
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NON-HEARTLAND
P O I N T- O F - P U R C H A S E M AT E R I A L S
Objective: Implement aggressive long-term programs through
Point-of-purchase materials will consist of shelf talkers, customized coolers, floor graphics,
bottling network to increase distribution and improve product
and more. Since beverage purchases are often highly impulsive, point-of-purchase
placement
advertisements will take advantage of the opportunity to attract consumers to buy Snapple over other alternatives. This will support bringing Snapple to top of mind awareness the next time a consumer hits the aisle. In-store promotion will focus on two channels: grocery
SNAPPLE STORE SOLUTIONS With proper bottler initiative programs, we will solve the current problems
and convenience, since they account for 55% and 25% of total annual volume, respectively. 31 Ultimately, these in-store promotional items will stimulate impulse purchasing and trial in the non-Heartland, driving frequency. Examples of all the point-of-purchase materials can
associated with product distribution and deliver more Snapple to grocery
be found at:
and convenience stores, as well as improve product display in stores. Our
vimeo.com/160127630
password: makeitpop
aggressive program has been developed for the two-thirds of bottlers who are not Dr.Pepper-Snapple owned. The plan consists of turnkey solutions for improving product placement by
S P E C I A L PA C K A G I N G O F F E R S
giving control to bottlers who have the most influence in the local marketplace.
Special packaging offers such as the SnapPack will be delivered straight to qualifying
The program consist of four approaches:
stores where Passionate Originals are most likely to shop in the non-Heartland. Throughout primary research, we found that consumers enjoy drinking Snapple in a group setting like a
1 . P O I N T- O F - P U R C H A S E M AT E R I A L S
picnic or beach day. As a result, during the summer months, stores will be delivered special
2 . S P E C I A L PA C K A G I N G O F F E R S
SnapPacks – a variety pack of
3. SNAPPLE STREET FLEET 4 . E S R I TA R G E T I N G I N S I G H T S
flavors for consumers to enjoy with a group in the summer months. The SnapPack will be amplified with accompanying shelf
talkers
of-purchase addition seasonal
and
point-
materials.
to
summer,
offers
will
In other be
developed to improve top-ofmind consideration.
31
Snapple Case Study. Dr. Pepper-Snapple. 2015.
PROMOTIONS SNAPPLE STREET FLEET The Snapple Street Fleet will consist of 15 customized cars and a team of Snapple brand
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E S R I TA R G E T I N G Bottlers and retailers have the same goal: sell more product. As a result, we will
ambassadors who will travel throughout the non-
us ESRI Arc Geographic Information System (GIS) to help us inform bottlers
Heartland year-round to promote the Snapple brand.
where Passionate Originals are most likely to shop in relation to the city block
Our research shows that consumers overwhelmingly
where they live. We will select city blocks within a radius of 1.5 miles 33 around
enjoy the taste of Snapple 32 and there’s no better way
convenience and grocery stores containing a high concentration of Passionate
to remind consumers of this than to give them a taste
Originals. By handing this data off to bottlers, they will know where to place
of the product through sampling.
product. Instead of focusing time and effort on retail locations where sales may
The Street Fleet will visit convenience and grocery stores during events when consumers will be out in
not be maximized, this highly focused approach narrows in on those geographic areas and retail stores most likely to yield maximum ROI.
droves. For example, a Kroger in New Orleans during Mardi Gras. The Fleet representatives will also have a visible presence at high-profile community events such as festivals and athletic events, spreading the taste of Snapple. The Snapple Street Fleet will generate trial, which will convert current brand awareness of Snapple to top of mind awareness. Best of all? The cars will be divided into regions, and the brand ambassadors will work in coordination with local bottlers to create a promotional calendar of events. Working with the local bottlers directly ensures a positive relationship and helps alleviate conflict with distribution and product availability.
32 33
Agency Consumer Insight Survey. 2015. Kyle, Robert C., Floyd M. Baird, and Marle S. Spodek. Property Management. 2012. Print.
SYNERGY
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TRADITIONAL MEDIA
OBJECTIVES Front-load traditional media to achieve a maximum four-
In order to make our selection process more precise, we selected the markets with a sizeable concentration
week reach of 80% during campaign kick-off, with an
of Passionate Originals. This resulted in the selection of 66 non-Heartland DMAs and 13 Heartland DMAs,
average frequency of 5. With the exception of February,
representing 71% of total US households to serve traditional media to. This enables us to target with such
March,
specificity that no DMA with an insignificant concentration of the target market will be served with traditional
September,
October,
and
November,
reach
will range from 50-75% over the year-long campaign with frequency averaging 4 in the Heartland and nonHeartland.
media. For example, through our demographic, psychographic and geographic ArcGIS data, we found that Richmond, Virginia whose total population is 1.5 million, has a 39% concentration of Passionate Originals. In comparison, Minneapolis, Minnesota, whose overall population is 4.6 million has a 10% concentration of Passionate Originals.
Place digital media continuously throughout the year-
Therefore, we would be serving traditional media to Richmond but not to Minneapolis, eliminating a great deal
long campaign to reach the target market even when
of wasted coverage.
traditional media is not served. Allocate budget based on demographic, psychographic,
T O P D M A s R A N K E D B Y C O N C E N T R AT I O N S I Z E I N T H E H E A R T L A N D ( 1 3 ) A N D T H E
and geographic variables with highest concentration of Passionate Originals. Do not exceed media budget of $43,500,000.00 over the course of the campaign.
S T R AT E G I E S Separate
traditional
Heartland
and
non-Heartland
media plans will be developed to achieve objectives.
NEW YORK
BOSTON
ALBANY
BURLINGTON
SYRACUSE
PROVIDENCE
HARRISBURG
BUFFALO
HARTFORD
PHILADELPHIA
ROCHESTER
WILKES-BARRE
SAN DIEGO
ATLANTA
SACRAMENTO
DES MOINES
TAMPA
MIAMI
SEATTLE
CHARLOTTE
TALLAHASSEE
MEMPHIS
LAS VEGAS
CORPUS CHRISTI
INDIANAPOLIS
OKLAHOMA CITY
DETROIT
EL PASO
DALLAS
BATON ROUGE
NEW ORLEANS
LITTLE ROCK
PORTLAND-AUBURN
SAN ANTONIO
ORLANDO
EUGENE
LA-CROSSE
GREENVILLE
Create a pulsing schedule that combines spot traditional
AUSTIN
CHARLESTON
JACKSONVILLE
CINCINNATI
TULSA
media and continuous digital media around key sales
WASHINGTON, DC
RALEIGH
MONTEREY
ALBUQUERQUE
SAN FRANCISCO
periods to achieve the desired targeted goal impressions.
LOS ANGELES
NORFOLK
MADISON
LEXINGTON
PITTSBURGH
HARLINGEN
TUCSON
SAVANNAH
COLUMBIA, SC
CLEVELAND
HOUSTON
RENO
NASHVILLE
ST. LOUIS
DENVER
SALT LAKE CITY
COLUMBUS
FRESNO
MILWAUKEE
BALTIMORE
WACO
W. PALM BEACH
LOUISVILLE
BOISE
RICHMOND
BAKERSFIELD
SPOKANE
CHICAGO
SANTA BARBARA
KANSAS CITY
CEDAR RAPIDS
Utilize digital media vendors that target based on demographics, psychographics, and geographic locations — all living on contextually relevant sites in the Heartland and non-Heartland.
SYNERGY
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TELEVISION
RADIO
Spots will air in strategic spot markets within our 79 DMAs during early fringe, daytime, prime and late fringe on shows and networks that the target is watching. Television is one of the most effective ways to build brand awareness. Spot buys were strictly utilized to directly target Passionate Originals to maximize coverage and minimize waste.
Our radio spots will run in our targeted DMAs on an aperture schedule, hitting consumers when they are on-the-go like an afternoon lunch break or a beach day on a hot summer day.
Brand messages will be tailored to the target through predetermined spot markets in the Heartland and non-Heartland. Cable networks will be used to meet overall campaign objectives.
Source: Gfk MRI National DoubleBase
Source: Nielsen NPower National TV Toolbox
SYNERGY T O TA L T R A D I T I O N A L G R P s
T O TA L T R A D I T I O N A L S P E N D
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SYNERGY T O TA L T R A D I T I O N A L G R P s
T O TA L T R A D I T I O N A L S P E N D
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SYNERGY
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D I G I TA L M E D I A The targeting of digital will be national, including all top 129 DMAs. Rather than excluding DMAs that did not have a significant concentration of Passionate Originals, we only excluded zip codes. With this rationale, we can reach a high concentration of the target everywhere in the United States, regardless of DMA, increasing coverage while minimizing waste. For example, zip code 75204 in Dallas, Texas has a concentration of 21,046 Passionate Originals. However, zip code 75203 has a concentration of 2,188 of our target. Therefore, in order to maximize coverage and reduce waste, zip code 75204 will be exposed to our digital media tactics while zip code 75203 will not.
SYNERGY
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PA N D O R A I N T E R A C T I V E A D To position Snapple as the best choice in the drink marketplace, a tower of empty water bottles and soda cans will be able to be knocked down by selecting one of four fruits. The user will select a fruit and it will be launched to knock over the tower. When this happens the copy, “Water and soda are foul balls”, will appear. This will be followed by the copy, “Snapple is a knockout” and the participant will be presented with a first place prize– a Snapple flavor that corresponds with the fruit they chose to throw.
CAPS OFF TO YOU SYNCED AD This execution will showcase Snapple’s charitable Caps Off to You (see page 14) promotion by depicting bottle caps rolling and turning into a variety of change, showing that by purchasing Snapple you will be able to make a difference.
SYNERGY
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N E T W O R K PA R T N E R S Network partners offer a more efficient use of budget by using a blend of targeting capabilities within premium, highquality content.
DIRECT SITE BUY
P R O G R A M M AT I C PA R T N E R S Along with the usage of our network partners and
Partnering with Pandora gives us the
direct site buys, pairing up with Turn and Xaxis as our
chance to capture our targets’ eyes and
Undertone and Conversant will be used to serve high-
programmatic partners will compliment the splashes of
ears. Through an interactive rich media
impact cross-screen units that will be served across
our high-impact units to enable ongoing awareness across
banner, we will play off Pandora’s mood-
desktop and mobile.
based context and highlight the impulse
These programmatic partnerships will maximize reach and
and on the go nature of Snapple.
desktop, smartphone, and tablets.
With these engaging units, listeners will
efficiency through Real Time Bidding. We’ve chosen to utilize two similar partners to track performance against each other throughout the campaign
be exposed to Snapple’s brand personality increasing top of mind brand awareness.
and optimize as needed. YuMe will use a captivating video ad unit designed to grab consumers’ attention and drive video views.
InMarket will target consumers through Beacon technology by partnering with mobile retail apps. When a consumer walks into a store with this technology, mobile alerts and engaging high-impact ads will appear on their phones while they are shopping. Even better, they can add Snapple to their list with a tap of a finger.
Consumers will be targeted with push notifications
These notifications will encourage them to swipe
from InMarket partner applications upon entering
into the app to save on Snapple purchases with
certain stores.
special coupons.
SYNERGY
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S N A P C H AT
.10 CENTS PER VIEW
45% of Snapchat users are 18-24, which makes it the youngest social media platform Source: BI Intelligence Source: Comscore
GOOGLE AD WORDS Due
to
the
flexibility
and
immediate measurability, we will allocate a portion of our budget to Google AdWords, not to exceed a cost per day of $1,500. In allocating a portion of our budget to AdWords, we will gain access to non-search sites such as Gmail and YouTube. With
a
CPC
strategy,
we
ensure that we only pay for ad placements
that
drive
brand
engagement
mind
awareness.
and
Snapple top-of-
Additionally,
we will not have to pay for any impressions that do not result in clicks.
T O TA L E S T I M AT E D I M P R E S S I O N S : 6 . 3 B I L L I O N
BUDGET & EVALUATION
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C A M PA I G N E VA L U AT I O N OBJECTIVE Determine if Snapple’s Make It Pop campaign stimulated an increase in
MEDIA MIX
frequency of purchase across the Heartland and non-Heartland thereby growing sales volume across the nation.
SALES Utilize
sales
figures
to
measure
Snapple’s change in case volume. PURCHASE FREQUENCY Measure
changes
frequency
via
in
Brand
purchase Health
Tracker. MARKETING Evaluate
product
placement
and distribution by analyzing specific store sales reports and launching consumer awareness surveys in the non-Heartland.
BUDGET
ADVERTISING Gauge
Snapple’s
renewed
perception as a modern brand that
embraces
through
top
uniqueness of
mind
awareness via Brand Health Tracker.