Max Catterson
Mike Nichols
Jarrett Harty
Alex Bontrager
table of conten ts
Executive Summary......................2 Research............................................3
Industry Analysis - Market Trends - Target Analysis Psychographics - Primary Research - Key Insights
Creative..............................................9
Snap Back - Tone
Tactics..............................................11 App - Interactivity - Digital - Social Media - Television - Out of Home
IMC.......................................................17 Events & PR - IBP
Media..................................................19 Rationale - Schedule - Target DMAs - Budget
Recommendations.........................23 Recommendations - Evaluations
1
About
Snapple was born in New York City in 1972, and currently has a strong presence in the Northeast; their heartland. They have expanded nationally so that consumers all over the US can enjoy their variety of teas and juice drinks made from “The Best Stuff on Earth.” With a dual strategy, Heartland users will be targeted and appreciated, as well as non-Heartland users being introduced to the product to grow the total Snapple Trademark ™ volume in the United States. In the Heartland, Snapple has high brand awareness and is loved by many. Almost half of the annual Snapple ™ volume is from the Heartland alone. Many of the most passionate consumers reside in that area of the country. This campaign will continue to build strong consumer affinity within the Heartland, so that the most loyal customers purchase more Snapple. Our Heartland will continue to love and drink Snapple! Outside of the Heartland, this campaign will increase brand awareness through trial and a unique set of marketing placements, to boost the Snapple ™ volume to a whole new level. More users outside of the Heartland will try Snapple, begin to recognize the brand and make it an evoked set when purchasing tea and juice drinks. 90% of people outside of the Heartland are aware of Snapple, but only 15% have Snapple in their consideration set for tea and juice drinks. We will grow the overall purchase frequency of Snapple through this creative strategy centered on strategic media placements. After an extensive amount of research to understand the beverage industry as a whole, we have developed the ultimate SNAPPLY campaign. In 2017, we are encouraging our consumers to Snap Back with Snapple. Taking a Snap Back in time to the 90’s with Snapple will reboot the brand as a whole. It will create nostalgia and youthfulness with our customers all over the US, allowing Snapple to hold the heart of their heavy users, as well as gaining commitment from light users.
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industry analy sis 3 Research
Industry Analysis Snapple’s brand identity was established from the start as a quirky, fun and unique brand that quickly gained a passionate base of consumers. They have historically been a brand that has gone against the grain by trying new and quirky flavors, misprinted labels, limited-time flavors, etc. Snapple continues to be innovative by introducing new, great tasting products that have been different than that of the competition. Snapple is the fourth largest brand in the Tea and Juice Drink categories, with significant growth in the last year.
Arizona
Lipton
Brisk
Born in the heart of Brooklyn, Arizona is the brand with the highest sales volume within the Tea and Juice Drink categories. They have had a fresh take on iced tea since 1992 with a mission to bring their customers products that taste great, with top quality ingredients, presented in unique packaging. Arizona is known for being affordable to everyone, with their signature ‘Big Can’ in a variety of flavors for just 99 cents.
With the second highest sales volume in the Tea and Juice Drink categories, Lipton is enjoyed everywhere still today, since its development began back in 1880. Although Lipton does not hold the number one spot in the US, they are the leading tea brand in the world, sold in more than 150 countries. Lipton is built on tradition, quality and affordability. They offer tea in more than 10 products and 70 varieties.
As a product of LinPepCo, Brisk tea is the third leading brand in sales volume within the Tea and Juice Drink categories. With just 11 variations of tea and juice, Brisk stays in the top running due to their great taste, unique packaging, affordability and convenience. Under the ownership of LinPepCo, customer satisfaction from the Brisk brand is key.
Individuality Consumers want to have a beverage that is unique and special to their family or event. Consumers more than ever before are viewing the products they buy as a direct reflection of their health habits. Environmentally conscious products that reflect positive and attentive health habits are a must have.
Connections Even within the beverage industry, consumers are making purchasing decisions based on whether or not they offer the opportunity to connect them with a larger community, especially online. Consumers want to engage with brands and they have the perception that they can do so, even when they are not using the product.
Convenience Consumers want the beverage to be ready in all shapes and forms. Whether that means taste, temperature, etc., they do not want a complicated beverage. They want a variety of flavors at their convenience, ready to go at any time or place.
Sustainability Consumers are becoming more environmentally conscience, leading them to seek the three R’s when purchasing beverages; reuse, recycle and repurpose. Sustainable packaging that applies to these consumers is key, in order to keep up with the competition and consumer demands.
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Target Analysi s
Target Analysis This campaign will primarily target Millennials between the ages of 18 and 25, while also focusing on GenXers aging 30-49. The campaign targets consumers embracing the rapid growth of digital lifestyles as well as technological advances constantly being made. For our target audience, happiness is the new success. They are dedicated to sustainability and represent trendsetters who appreciate and are aware of marketing efforts. These generations not only accept diversity, but they celebrate it. They are individualistic and often defy the rules.
The Aware
Millennials have always had a number of tea choices, as the business has been growing along with them. They are aware that Snapple is present, but it has never been an evoked set due to the number of other choices surrounding them. They are the innovators when new technology presents itself, considering they are extremely technology savvy. Millennials want to be individuals, but because so many of them strive to be individualistic, they end up being a part of groups. The aware is the most diverse generation in history full of trendsetters and thrill seekers.
5 Research
The Heartland 50% of Snapple sales volume is from the Heartland. The Heartland holds the heavy users of Snapple. They love the brand and embrace the quirky spirit of it. They are passionate and dedicated consumers residing in the North East region of the US. They recognize and appreciate innovation, as well as being loyal consumers to their prefered brands. They live a busy lifestyle, are constantly in a hurry, and have intense personalities.
The Elites GenXers were the biggest support group when Snapple was introduced. They are embracing healthier lifestyles for their families, and they believe that hard work pays off. The Elites are very set in their ways and have already developed a majority of their brand loyalties. They drank Snapple in the beginning and recognized that it was one of the only brands with a variety of Tea and Juice Drinks. The Elites are the early majority when new technology is released. They wait for innovators to try out new products before purchasing them, but they strive to be trendy alongside the generations after them.
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Primary Resear ch
Primary Research Our research consisted of qualitative research such as personal interviews and small focus groups. The personal interviews conducted consisted of consumers in the older demographic, including ages 35-49. The focus groups consisted of the younger demographic. After conducting the interviews and focus groups, the main conclusion reached was that Snapple is a likable brand, however, it’s not a top of mind awareness product.
Focus Group Responses (Ages 18-34)
“
“I like the snap of the bottle” “It’s good, I just never really buy it.” “They have lots of good flavors”
“I would drink it more, but it’s too sugary for me” “It’s a little more expensive than Arizona”
”
“I don’t see it very many places”
Research
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“I loved it when it came out”
“If I were to buy tea or juice it would probably be Arizona”
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Interview Responses
(Ages 35-49)
“They were one of the first big ones to come out with so many cool options of tea” “I fell away from Snapple because there are so many healthier and cheaper options now days” “I used to drink Snapple all the time” “I wish it was more Nutritious” “It’s really sugary isn’t it?”
”
Price & Place are Important The research conducted shows that price and place are important to the consumption of beverages. Customers want value in their pricing. The brand has to offer them some kind of benefit over competition in order for customers to pay a higher price. Customers are also more likely to notice a product that is placed at eye level rather than toward the top or bottom of the self. In the primary research conducted more than 65% of customers claimed they didn’t even notice Snapple when making a beverage choice.
Packaging is Appealing Customers are more likely to purchase products that are more visually stimulating than dull, colorless, boring products. Along with visually stimulating, successful packing also should stimulate all senses in order to reach maximum appeal. When a product has a certain memorable trait regarding its packaging, consumers are more likely to be repeat customers.
Interaction Drives Trial Interaction with a brand is very appealing to consumers. Consumers like to participate in activities associated with their favorite brands, such as Mountain Dew doing bottle design contests, Coke’s freestyle vending machines or simply reading the back of a cereal box. The research conducted has shown that this interaction resonates well with consumers, which leads to trial of products.
s t h g i s n i y e K
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snap back
Business Objectives Make Snapple part of the Evoked set of the consumer in the juice category
The Snap Back campaign will act as the central idea for all media throughout the duration of the campaign. The campaign will showcase the want and need of nostalgia that consumers crave. It will showcase the maintained quality of Snapple throughout the past 20 years.
Awareness of Snapple and its other products is relatively high. Although, the want to purchase the actual drink is low. By temporarily changing the look and feel of the branding of Snapple and implementing a corresponding mobile application, consumers will regain interest in Snapple. It’s snapping back to the original feel and look of when Snapple first started, while reminding consumers its taste has always been the same and great.
Provide an application that implements trial of Snapple Allow the consumer to have a personal experience with Snapple
Positioning Show the consumer that Snapple’s taste has maintained its quality through the years
Claim Support Consumer Promise Snapple’s future appl and temporary new retro look will provide a new outlook to the consumers. By implementing the Snap Back app, consumers will be able to have a stronger connection with the brand.
Affective
9 Creative
Convince the target that by downloading the Snap Back application you can fully experience the Snapple brand.
Cognitive
Communicate the new Snap Back application and how with the new look, there is opportunity for trial of Snapple.
Conative
Motivate consumers to download the app and to try Snapple again for its same great
taste.
The concept of Snapping back is a great fit for the Snapple brand. Nostalgia for the 90s is at an all time high right now within our primary target market. With the updated bottle design to resemble the look of the 90s and including the feeling of the 90s in a majority of our media, we will be able to bring Snapple back into the minds of consumers. Additionally, by creating an app that allows for free samples, we will be able to implement trial of Snapple and allow for expansion of brand awareness. This will not be a full rebrand of Snapple, rather a temporary, new look allowing for the costumer to remember the brand that they first loved still has the same great taste after all these years.
Tone The Snap Back campaign will showcase a lifestyle appeal to the consumer. Through the app, consumers will be able to immerse themselves in not only the 90’s, but also the Snapple brand. The visuals and copy included in the app and other media outlets will resemble a retro feel and also include imagery from the 90s. It will be centered around trying the product and also downloading the app to fully immerse yourself in the 90s. The call to action within the campaign will be to download the Snap Back app so that the consumers can “Snap Back” to the 90s with Snapple.
Visual
Headline
Copy
Each image will showcase the application logo, while simultaneously promoting Snapple with bright retro colors and shapes.
The headline will introduce the concept of Snap Back to the consumer. The colored imagery and the overall visual appeal will allow the consumer that they are going back to a different time.
The copy will promote the fun nature of Snapple and a nostalgic throwback phrase to the 90s.
Snap to unlock
Tone 10
App
Application With the digital age on the rise it is imperative that Snapple as a brand creates an app to be competitive with other brands. The creative app will work with the Snap Back campaign and encourage consumers to pick up and drink Snapple. The app will also be integrated to work with the rest our IMC and will be encouraged to get downloaded within multiple parts of the campaign. The app will also be interactive with the new bottles.
Opening Screen The opening screen will include the original Snapple logo and encourage the user to snap their fingers to activate the application to the menus. This will allow the consumer to make the connection of snapping back.
Snap to unlock
11 Tactics
Vending Machine
Bottle Comparison
QR Code
There will be a specialized section within the app dedicated to trial of Snapple. The section will allow the app to connect through bluetooth with specialized vending machines and give the consumer a free bottle of Snapple. All the consumer has to do is snap their fingers, and the application will activate the vending machine. This will encourage consumers to download the Snap Back app.
There will be a bottle comparison section comparing the new retro bottles to the regular modern bottles. This will allow the consumer to see the changes and also at the same time still recognize the original bottles for when the campaign ends.
The application will include a QR code scanner for the consumer to access retro Snapple facts. The facts given will be facts that would have been relevant in the 90’s and completely irrelevant by today’s standards. This will add humor to the campaign and give the consumer a connection with the brand.
Snap TO connect
Same Taste
SCAN YOUR CAP
Snap Back Vending Machine
The Snapple vending machine will be a vintage looking machine with Bluetooth capabilities. It will be able to connect to a consumer who has the Snapple app on their phone and give them the chance to get a free Snapple from the machine. The machine will also have written on it somewhere explaining how to download and use the application to get the free sample. The vending machine will be utilized at big events during
Snap
etavitca ot
Bottle Design To match the Snap Back strategy, the Snapple bottle labels will have a new, retro look. The design is fun, quirky and bright. Each flavor has it’s own unique lable featuring the frut used for that specific flavor. The design is very minimalistic with the colors being very bright and the shapes being cartoonish to give it the 90’s nostalgic look. These limited time bottles also have a QR code under the lid to utilize with the app to get your 90’s Snap Back fact.
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digital
Internet The Snap Back campaign is allocating 17% of the budget towards online advertising. By using online advertising, the campaign will reach a vast amount of the target audience using vehicles such as Yahoo, Hulu, CNN, Buzz Feed, and Youtube. For vehicles that are more news and information oriented, such as Yahoo, CNN, and Buzzfeed, the Snap Back campaign will be using take over ads. These ads will briefly take over the page featuring fruit dancing all over the page, which then all jumps into a Snapple bottle. After the fruit jumps into the Snapple bottle the Snap Back Logo will appear and prompt viewers to download the Snap Back app.
Yahoo alone has over 38 million home page viewers per month, with more than 68% of the 38 million being within our target market. CNN traffics over 4.2 million viewers per month, and Buzzfeed traffics over 17 million viewers per month. This is a large reach. By using these take over ads, the target audience will be forced to see the Snap Back campaign in action. The video oriented vehicles being used in the Snap Back campaign will be Hulu and Youtube. Hulu has more than 4 million subscribers, and 38 million people have watched Hulu at least once in the last year. For Hulu, the Snap Back campaign will use both 30 sec and 15 sec video ads. On Youtube, we will use 15 sec sponsored ads placed before the content being viewed.
Mobile Mobile is an essential medium for the success of the Snap Back campaign. Today, 68% of all Americans are smartphone users. That number is bumped to over 77% for the Snap Back target audience. The Snap Back campaign will blanket mobile media using vehicles such as The Weather Channel app, Clash of Clans, Word Bubbles, Candy Crush, Spotify, Pandora, Apple Music, Shazam and also the Snapple app. The Snap Back campaign will also use geo-fencing across mobile devices. This is a feature using GPS tracking systems built into smartphones that will allow consumers who have downloaded the Snap Back app to get special offers and coupons while they are in certain stores that sell Snapple products.
13 Tactics
Paid Paid social media will consist of video advertisements on Instagram, as well as sponsored tweets. The Instagram ads will be short 15 sec video’s with the Snap Back concept engrained into them, promoting download of the app. Utilizing Twitter, Snap Back will feature sponsored tweets. These tweets will be at the top of Twitters news feed, encouraging people to follow Snapple and to use #SnapBack. By using the #SnapBack hash tag, consumers will earn points on the Snapple app. Owned Snapple’s owned social media, including Facbook, Twitter, Instagram and Pintrest, will be completely revamped using the Snap Back fonts, colors, and concepts. Social media will encourage target consumers to use the #SnapBack to share their throw back moments. Earned The Snap Back campaign emphasizes interaction. Using #SnapBack to earn points and share throwback moments will allow the consumers to interact with Snapple, as well as with each other. This will all create buzz and help the current social media of Snapple to grow.
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Television
Television
Television is the engine that drives the wheels to the Snap Back campaign. Television will be used to drive all of the other components of the Snap Back campaign, and it will account for 19 million dollars of the budget. The television component of the Snap Back campaign will kick off with a Super Bowl ad. The estimated cost of a 2017 Super Bowl ad is 4.5 to 5 million dollars with an estimated reach of over 100 million people.
In addition to the Super Bowl, the Snap Back campaign will utilize the AMA awards, MTV Music Awards and select episodes of X-Men, which will debuting in 2017, to cover national television advertising. The Snap Back campaign will also heavily utilize cable television. Doing this will cost-effectively target large viewership of re-run shows including The Walking Dead, Big Bang theory, 2 Broke Girls, NCIS and Modern Family. Using cable television has potential for huge reach while remaining cost effective. TBS, which is the leader of viewership amongst adults, has over 100 million subscribers alone. Using cable television, the Snap Back campaign can successfully target specific DMA’s.
15 Tactics
Mother (red) dancing alone in living room dressed in 90s appeal
Embarrassed daughter (Blue) comes into room asking mother what she is doing
Mother exclaims that she is snapping back to the 90s just like Snapple
Cut to snap back logo encouraging consumers to download the App to learn more about how the campaign
Bus Wraps
Bus Wraps will showcase the creativity of the Snap Back campaign, along with reaching pedestrian and bus traffic. These ads will run in select heavy up DMA’s during the summer and early fall months.
Cooler Doors
The Snap Back Campaign will be using new technology that projects cooler doors into screens that can produce video ads. The ads being placed in cooler doors will be similar to the internet take over ads, with the dancing fruit cramming into a bottle. Doing this will interact with the customer at the point of purchase influencing them to try a Snapple. These will be placed in gas stations and convenience stores in our targeted DMAs.
Bus Stops & Interiors Buses serve more than 660 million people each year. By placing ads on bus stops and in the interior of buses, the campaign will reach a large segment in that particular DMA. The ads displayed in the interior of the buses will showcase the new bottles.
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events & PR
X-games Extreme sports were very popular in the 90s. We will be sponsoring the X-games in 2017 to help support the brand.
Lollapalooza Lollapalooza was started in the early 90s and still continues today. People gather to listen to great music which creates an opportunity to utilize our vending machine.
Art Scholarship We will be implementing a scholarship to give to a student who would like to pursue art. Students will enter by designing a new bottle label for Snapple that will be implemented at the conclusion of the Snap Back campaign. The top 3 students will be a a $10,000 scholarship, and the grand prize winner will receive a $25,000 as well as having their label chosen and their name on the bottle so they can get notoriety.
Cleaning up the Heartland We will be sponsoring a park clean up in New York City. The heartland is one of the key DMAs for Snapple and sponsoring a clean up for Central Park and its surrounding areas will be a great way to give back to the city that loves Snapple so much. Free Snapple products will be given to those who participate in the park clean up.
17 Tactics
Simon Malls Simon Malls is the largest mall chain in the nation. They offer multiple opportunities to advertise throughout their malls. We will be using hanging banners throughout their malls to get the attention of consumers. We will also be placing the Snapple vending machines throughout them to encourage trial.
Flash Mob We will be using 90s flash mobs to help get awareness of the Snap Back campaign. The 90s flash mobs will consist of a large group of participants wearing 90s clothing and playing music from that era all arriving in the same area at the same time. When a consumer will walk through the crowd they will feel as if they had just entered the 90s.
Prizes and Giveaways We will be using QR codes under the cap to allow for the chance to win random prizes and other Snapple products. We will also have contest that people can enter to win money or other prizes by scanning their QR codes within the app.
IBP 18
Rationale
Objectives
The objective is for our media to reach 60% of the target audience throughout the Heartland and non-Heartland.
Strategies
Traditional and non-traditional media will be used in the Snap Back campaign, with traditional media driving the non-traditional media. The campaign will target 20 non-Heartland DMA’s and 3 major Heartland DMA’s.
Scheduling
The Snap Back campaign will reach the nonHeartland and Heartland DMA’s, using television, out of home, mobile, online, social media and brand promotions. The campaign will heavy up with large reaching mediums during the introduction of the campaign to drive the new app, qualitative mediums, and promotions. A large amount of the campaign’s television budget will be used for a Super Bowl ad which will reach around 100 million people and build awareness for the Snap Back campaign.
Overview
Traditional media with large reach will drive nontraditional media and interaction, in turn leading to trial or retrial of Snapple products.
19 Media
Jan
Feb
Mar
April
May
Jun
July
Aug
Sept
Oct
Nov
Dec
Social Owned Paid Television
Cable National Digital Internet Mobile Out of Home IBP
Heavy Medium Light
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Target DMAs 21 Media
Non-Heartland Atlanta, GA Charolette, NC Chicago, IL Clevland, OH Dallas/Ft Worth, TX
Denver, CO Detroit, MI Indianapolis, IN Kansas City, MO Las Vegas, NV
Heartland Los Angeles, CA Minneapolis, MN Nashville, TN Orlando, FL Phoenix, AZ
San Antonio, TX San Diego, CA San Fransisco, CA Settle, WA St. Louis, MI
Boston, MA Phillidelphia, PA New York City, NY
OOH Contengency
5%
8%
$4 Million
$2.5 Million
Social
5%
$2.5 Million
Television $19 Million
Online
17%
38%
$8.5 Million
IMC
27%
$13.5 Million
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recommendatio ns
Wallscapes Out of home advertising continues to grow and become more and more innovative. Wallscapes would be another fun exciting way to market and set ourselves apart from the competition. Wallscapes are distracting, eye catching and unable to avoid; viewers love seeing them done right. Building size, revamped Snapple bottles on the side of skyscrapers all over cities within the chosen DMA’s would be a great advertising opportunity.
Snap Backs
As a huge fashion hit in the 90’s and still around today, our proposed campaign could be seen as a reflection to the classic flat bill hat called a Snap Back. Embracing this and partnering with the concept would boost the campaign as a whole. Creating Snap Back hats that go along with the 90’s retro theme could be used as prizes through the app, as well as giveaways at PR events.
Sponsoring Voting Shows
America loves to vote and feel that their opinions matter, and millennials are no exception; they are at the head of the pack. Snapple should get back to sponsoring another talent/ music/dance show on a leading television network that encourages the public to vote for their favorite contestants. Doing so will allow priority for Snapple commercials to air during the show, as well as the judges drinking Snapple with the label obviously visible.
Snap Back Packaging For the length of the Snap Back campaign, all Snapple product packaging should be branded with the Snap Back campaign.
Website Redesign For the length of the Snap Back campaign, the website should reflect the Snap Back campaign brand.
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Evaluations Since the campaign is centered around a number of technology based promotions, measuring can be constant and automatic.
We will monitor the app on a regular basis, checking on the number of downloads it has had. We can see all of the locations the app is opened at, We will also be able to see how long the app was opened, and how many time it was opened. This will allow us to moniter what DMAs are responding better than others. We will also monitor social media use through the number of sharings/ reposts, how many impressions we have on posts and links, as well as new followers and friends. A survey will be sent out to app users inquiring about the new campaign and product designs, giving them the opportunity to give ideas to boost the brand even more. Since we are placing our vending machines around the country to encourage trial, we will be able to measure the amount of samples going out, and attach survey links to those sample bottles to further measure our new users likes and dislikes.