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Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Executive Summery

Problem & Culture

The Competition

Key Insights

Consumer Profiles

Big Idea

Marketing Goal

Media Objective

Media Strategy & Ads

Measurement & Evaluation

Snapple for a Cause

Budget Breakdown

Conclusion & Sources

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4

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9

10

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12

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25

26

27

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Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3

From its Big Apple debut in 1972, Snapple has established itself as a quirky, fun-loving brand in the beverage industry.1 Snapple is known for its charming personality contained in every glass bottle.

Research shows that 50% of Snapple’s sales volume consists of loyal consumers in the Heartland region in the Northeast. The other half of the sales volume is spread out among light users across the rest of the United States. In order to increase total sales, we’ve created a national ad campaign with a dual strategy to maintain the loyalty of its Heartland market through increased brand relevance, while also gaining new customers in the non-Heartland. In 2017, Snapple should unite customers from all regions by emphasizing what they have in common.

As tea grows in popularity, Snapple can take advantage of its competitions’ declining sales by winning over households with an engaging campaign strategy that will concentrate more on the heart of Snapple’s character rather than the heart of its geography.2 As we play off Snapple’s inquisitive and charming character, consumers will help build the campaign.

As Snapple states, playful imaginations are “what makes the word more engaging and delightful.” We plan to operationalize Snapple’s playful imaginations in order to highlight the brand and connect with

consumers.

Our Focus

To position and establish Snapple as the top tea provider

in the U.S.

Increase brand recognition in both the Heartland and

non-Heartland regions of America.

Continue to develop brand loyalty across

the U.S.

4

Problem & Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Snapple has been a household name in the U.S. for over 30 years.3 Despite this, within the tea and juice market,

Snapple is falling behind the current curve, as competitors vie for more of the market share. Snapple’s primary

competitors-- Arizona, Lipton and Brisk-- have grown their market shares significantly with new and

emerging advertising and marketing tactics. Snapple, however, has a wide variety of products and dominates

within the Heartland-area market, and is poised to grow significantly with their expansion into further markets

within the U.S.

What’s happening?!

So... Now What?It’s time for Snapple to take ownership of their status as a nationwide premium tea provider in order to gain

recognition in the non-Heartland area. The goal is to position Snapple as an leader within the tea and juice in-

dustry, ultimately capturing a greater market share by increasing “heavy” user purchase rates to 10-plus pur-

chases annually, and “light” user purchases to 3-plus annually.

1972

Snapple Founded

1987

Snapple’sFirst Tea

2002

SnappleReal Facts

Launch

2007

Formula’sRefined

2017

Filled WithCuriosity

Campaign

4

5

The Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5

ARIZONAArizona Tea is known for their cheap prices and large volume beverages,

coupled with a non-flashy image. This draws lots of appeal from independently-minded

consumers from all over the country.

Let’s break this down.2014 market shares for the top ready-to-drink iced teas in the U.S.

LIPTONLipton is a tried and true company that has been building brand loyalty across the nation for more than 100 years and still continues to perform well.

Their product lineup is highly diversified, featuring many different beverage products.

SNAPPLESnapple has the opportunity to

capitalize on less saturated markets, where teas are less popular, apart from their dominant area of saturation in the

northeastern Heartland.4

20.3%11.2%10.5%

0%

100%

50%

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Strengths Weaknesses Opportunities ThreatsSnapple holds a

premium brand image in the market currently

Consumers feel there are too many flavors

Chance to rebrand with more relevant edge 6

Arizona Tea is a direct threat through offering

cheap drinks that attract a younger demographic

Consumers love the glass bottle

Strong competition from the presence of globally

established brands

Presence of largely unsaturated market

Organic health trends minimize

the tea and juice market

Snapple is percieved unique in flavor and

audience appeal

Consumers think Snapple is dated

Narrow product focus allows for concise

message

Lack of brand familiarity with non-Heartland

consumers

Snapple offers consumers a broad variety of flavors 5

Brand is not a heavy standout

Potential to select asponsored cause

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SWOT

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Key Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6Consumer Preferences

To determine what’s most important to potential customers, we asked three focus groups about what they look for when they reach for a tea or juice.7 This primary research provided some interesting insight to help direct our strategy:

About The Buying Process

Customers tend to pay more

attention to a brand’s name over its taste.

Both males and females favor low

prices.

A glass bottle was the most

popular style of packaging, while

cans were pegged as “boring”.

Arizona, Lipton, Snapple, and GreatValue brands wereprovided for both blind and identiifed taste tasting. Opinions varied widely. When forming anopinion about the taste, the brand name associated with each sample mattered most. For instance - a sample labeled Snapple ranked much higher than the same sample purposely mislabeled Great Value.

About Snapple’sAdvertising

Participants liked the cool, refreshing,

and sunny aspects of Snapple ads, but the ads did not inspire a need for them to go

buy the tea.

People were skeptical of bold

claims in the slogans such as

‘natural’ and ‘best stuff on earth’.

Customers requested more

captivating print ads

Claims for Snapple slogans were described as bold, cheesy, boring, unbelievable, andcomplicated. Instead, aesthetics and creativity of labeling and packaging was shown to influence purchasing decisions.8

F

ocus Group Fact #4

F

ocus Group Fact #1

F

ocus Group Fact #2

F

ocus Group Fact #3

F

ocus Group Fact #5

F

ocus Group Fact #6

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Key Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

7Statistics

Statistics gained from surveys from nearly 300 people were also helpful in determining the approach of our campaign.

Consider the following:A majority of the respondants who said they are not likely to buy Snapple have also never tried Snapple 9

18 - 29 year olds are more likely to have tried Snapple30 - 39 year olds are less less likely to have tried Snapple30+ year olds prefer tea-based beverages more than expected.

Snapple has an incredible

opportunity to increase brand awareness, especially among the 30+ year old tea-drinkers who simply have

not experienced Snapple for themselves.9

Container Preferences

Plastic35.42%

2

12.44%Glass

52.40%

Canned12.18%

Level of Snapple Enjoyment

1-5, with 5 being the highest

9.85%

1 3 4

34.22%

26.22%

5

17.33%

Main Reason for Choosing Snapple

Over Anything Else

• The Real Fact• Appearance of bottle• “Snap” lid• Taste and variety of flavors

It’s clear from statistics

that consumers prefer glass

bottles.10

From the first bottle cap pop to all the

recycling possibilities, Snapple does a great job

of capitalizing on the glass bottle.

Keep it up, Snapple!

It’s time to find a way

to harness these qualities to create an

even more inviting experience for the customer. Creating a

campaign that truly highlights these uniquely “Snapple”

features will elevate Snapple positioning

among competitors.

Our respondants liked

Snapple’s taste, but didn’t love it. For

this reason, we decided to

focus our campaign around favorable elements,

spcecifcally incorpo-rating the Snapple real facts rather than taste.

8

Key Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

8Life Modes

Key FeaturesSuburban, middle age, American families with fewer kidsProfessional jobs in administration, service, and managementFree time involves museums, concerts, reading, fishing, golfingEnjoy using smart phones and watching TV shows

Key FeaturesEmpty nesters in their 40’s, living in the countrysideInvolved in community activities and clubsEnjoy home improvement projects, fishing, hunting, camping

LifeMode 6Cozy Country

Living

LifeMode 8 Middle Ground

LifeMode 5GenX Urban

Key FeaturesSuccessful, young families in newer housing with SUVsProfessional / service industriesEnjoy Chickfila, Panera, and CostcoFamily activities include jogging, biking, theme parks, zoos, and bowling

Key FeaturesSingles in their 30s, living in an urban settingEnvironmentally conscious and interested in organic foods Enjoy casual dining and upbeat nightlifeHome entertainment includes sports, TV, and Netflix

Esri’s Tapestry Segmentation map helped define targetconsumers into target profiles.11

Of the 14 LifeMode groups represented on the map, we chose the top 4 LifeModes that suit both the age requirement and were most frequently seen in both Snapple’s Heartland and non-Heartland regions.

Every individual is unique and can have characteristics of more than one LifeMode. For this reason, we combined certain characteristics, narrowing our focus to three consumer profiles, based on four life modes, you’re about to meet.12

LifeMode 4Family

Landscapes

*Lines represent two examples of where life mode consumers live

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Consumer Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

DylanKate Steph

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LifeMode 5GenX Urban

Meet Kate - a 30-year-old, independent, eco-friendly Senior Hair Stylist living in San Francisco, CA. Kate loves to volunteer and does so with an organization that provides healthy food options for needy kids in her community.

Although she stays busy with her morning spin classes, work in the afternoon and occasional drinks at the local bar, she always makes time for quiet evenings accompanied by her favorites: Peach Snapple and a bowl of popcorn.

Every weekend, she gets up early to go to the Farmer’s Market in search of fresh produce. Although her lifestyle is fast-paced, she sticks to eating mostly organic food and has high standards for her brands. Once she trusts them, her loyalty is firm.13

LifeMode 8

Middle

Ground

Meet Dylan. Dylan is a Prius-driving, 25-year-old, graphic design student at the Art Institute of Chicago who others consider a “social media guru.” From Snapchat and Instagram to Facebook and Twitter, he is an influential part of the social media community. Other than his friends and favorite artists, he is sure to use social media to follow social causes and support them readily. Dylan is career focused, but still prioritizes friends and family by visiting local museums, concerts, and family dinners.

He is drawn to stability, but not if it suffocates creativity.14 Dylan enjoys trying new things that catch his eye when scrolling through his feed, but is sure to stick to his refreshing Snapple Apple.

LifeMode 4Family

Landscapes

Meet Steph who is married to Tom, and is a Boston-area native. With a total of four kids, and a second marriage, these parents prioritize family, and are sure to have jobs that don’t take away from their family time. Steph is a healthcare professional and her husband Tom has been working at a local, corporate seed company for almost twelve years.

The couple enjoys casual neighborhood gatherings as well as monthly family volun-teering at the soup kitchen. They also value date nights - even if it’s just relaxing together with their favorite Half ‘n Half Snapples.

Since both parents work hard for their money, they value affordability in any product they buy and stick to trustworthy brands who value tradition.

LifeMode 6Cozy CountryLiving

10

From our conducted research, we know that our customers are not satisfied with mundane products. They desire to

feel ownership of their daily purchases, and to gain some level of hassle-free pleasure from them. We created an idea

that captivates consumers so that they want more from their tea and juice purchases.

Combining these needs with the core of the Snapple spirit, we arrived at the simple idea

of curiosity. No matter how old you are or where you call home, an inquisitive, curious

nature lives inside all of us. The idea behind this campaign is to communicate that

everyone can tap into their curiousity from the moment they hear the “snap” of

the Snapple top.

Upon opening the Snapple and reading the Real Fact, the curious

consumer will be compelled to wonder about that fact-- could it be

true? How might they investigate it for themselves? A carefully

crafted series of advertising tactics across multiple platforms

will demonstrate this eagerness to explore the world in a

variety of settings, always leaving the audience wondering

what they will learn when they will reach for their own Snapple.

The Big Idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

10

By combining Snapple’s pre-existing branding with the element of curiosity, we

have created an inquisitive and fun-loving campaign to connect consumers

of all ages and regions, achieving elevated brand relevance and awareness.

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Marketing Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

With this 2017 campaign, the goal is two-fold...

In the Heartland region,

increased brand relevance will

help grow purchase frequency among heavy user

from 9x to 10x per year.

In the non-Heartland

region, driving trial and

brand awareness will

increase light userbuying rate from

1x to 3x per year.

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Snapple is not just for the New Yorker:

it’s for everyone. To take people’s mind off the map and to push this idea in a new direction, our goal is to target

something that customers from all regions have in common-- the brand’s quirky, fun-loving personality.

Curiosity is something lives in all of us. This adventurous spirit is a call to action that connects each and every one of us together. From your first steps to your first Snapple, curiosity allows us to go

and explore never before things. By capitalizing on this aspect of the

Snapple brand, we can accomplish our goals of increased brand

awareness and relevance.

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Media Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Reinforce & Establish

Specific Media Goals & Objectives

Our campaign strategy implements our tagline, Filled with Curiosity, across a variety of major me-dia platforms. Although each medium strives to encourage consumer engagement in a unique way, the

theme of inspiring the user’s curious nature remains consistent throughout.

Consumer Engagement Cutural Integration of Brand

12

Print Advertisements

Radio and Television

Commercials

Follow up through Social

Media Platforms

30% of social media output

would be consumer generated

content

Provide consumers with

templates to facilitate and

encourage interaction (gifs,

Snapchat filter, etc.)

Initiate positive consumer

interactions online through a

call-to-action (encouraging

curiousity through cap facts)

Keep content lively and fresh

Diverse range of communication styles, personalized to

each platform

Meet consumers where they’re at by strategically posting relevant

and casual content

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Media Strategy: Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . .

13

Print: By creatively illustrating a Snapple Real Fact and challenging the viewer to ‘put the facts to the test’, our print ads engage the viewer’s curiosity at first glance. This allows Snapple to reach a variety of Life Modes while they flip through a magazine in their free time. All print ads will be used online in web branding as well. By strategically placing the ads in magazines and online, we will not only stay TOM (top of mind), but also leave them with a positive interaction. The call to action will create a desire to know more, filling them with curiosity.

Commercial: By placing the commercial during the shows that appeal to our target consumers, we will be able to ‘hook and sell’ them on the idea behind the campaign.15 This will ignite their sense of curiosity, which is featured throughout all of Snapple’s 2017 campaign. The commercial is also prime for GIF’s and memes, which the internet will be fond of, because they create attention and traffic through social media.

Radio: Streaming music is prevalent for millennial’s, so it provides a gateway into their minds and memories through audibly amusing ads.

Social Media: We need to use platforms that will reach our target consumers in the manner that is most com-mon, casual, and convenient for them. Our strategic social media campaign allows Snapple to become a vital part of their daily life and keep the product at the front of their mind; making Snapple recognizable and build-ing loyalty. 16 Snapchat, Instagram, Facebook, YouTube, Twitter and Pinterest allows consumers to interact with Snapple and becoming a part of the brand. From fun filters to flipagrams to pics of Snapple’s consumers sip-ping their refreshing Snapple, we will keep them active, involved and curious.

Guerrilla: Tea expos allow Snapple to jump into the world of tea enthusiasts world by going to places they’re already at. From New York to Portland, while offering international opportunities, meeting consumers where they’re at is not only less expensive, but also more targeted. The same goes for the ‘Put The Facts To The Test’ booth on college campuses, which builds brand loyalty and recognition for consumers.

Out of Home: Build brand loyalty and visibility; show availability of the brand through grocery cart advertising, POS window clings in convenience stores and gas stations as well as billboard utilization through strategic po-sitioning. Primarily, it will maintain brand dominance.

14

Snapple can engage their target demographics directly with our print ads.

Our first ad appeals to our target consumer such as Dylan, while our second reaches audiences such as Kate and Steph’s, and our third reaches anyone in between.

This campaign is virtually limitless with the amount of facts

Snapple already has in existence.

Media Strategy: Print Ads, “Put The Facts To The Test”

Paid Tactics 14

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15Paid Tactics 15

Media Strategy: Print Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

16

Media Strategy: TV Commercial

This 60-second commercial tells the story of one young couple in our target demographic who are inspired to investigate a Snapple Real Fact for themselves. During an afternoon of wedding planning, the couple opens a Snapple and learns that broccoli is actually a type of flower. Curious about how this could play out in their wedding, the bride dives into a daydream in which broccoli is used instead of flowers on her wedding day.

Paid Tactics 16

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. . . . . . . . . . . . . . . . . . .Media Strategy: TV Commercial

Check it out here: https://youtu.be/bV5Ehdu4TuU

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“Ear Worm”[AUDIO: CATCHY SONG]MARY: Ugh, I’ve had this stupid

song stuck in my head all day

JOEL: Sounds like you have worms

MARY: WORMS!? I can’t have worms!

[SFX: SNAPPLE CAP POP]

JOEL: Yeah, Snapple Fact #355:

a tune stuck in your head

is an ear worm.MARY: JOEL, STOP TALKING

AND GET IT OUT!JOEL: That’s just it, there is no

real-[AUDIO: SONG PLAYS LOUDLY]

Oh dear.MARY: Is it bad?JOEL: Yep, it’s a [SONG] Worm

“Jiffy”

KID: MOOOOOOM, I w

ant a Snapple!

Can I have one?

MOM: Hold on kiddo

, mommy will get

it for you in a ji

ffy

[SFX: RUMMAGING]

KID: It’s been mor

e than a jiffy,

you promised!

MOM: Jiffy is just

a figure of speech,

meaning I will get

you one soon

KID: A jiffy is a 1

00th of a second

MOM: Oh, and where

did you

learn this?

KID: Snapple. And

I could teach you

more if I had anot

her...

MOM: (SIGH)

[SFX: FRIDGE DOOR

OPENS]

[SFX: SNAPPLE CAP

POPS OPEN]

We also developed a radio tactic to be

featured on online music

streaming stations such as Pandora and

Spotify. Consistent with the fun style of

other types of ads, the 30-second radio

script features a conversation inspired

by a Snapple Real Fact. In the first

spot, a child asks her mother for a

Snapple, and when her mother does not

hand it over “in a jiffy” as promised, the

child corrects her mother’s terminology.

The mother is surprised to learn that

the child knows that a “jiffy” is actually

one hundredth of a second, all thanks

to a Snapple fact. The quick, simple,

humorous tone will catch listeners at-

tention and spark their curiosity to grab

a Snapple and learn more for on their

own.

Take a listen here:

Media Strategy: TV Commercial

Paid Tactics 17

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Media Strategy: Online Radio

https://youtu.be/IUnxLekcf2Y

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Instagram is a leading platform in

social media strategy, and it is

projected to become more

influential. Snapple’s follower count

on Instagram already exceeds 10K.

Judging from these facts, we

decided adding our campaign print

ads, slogans, and commercial clips

would be a great tactic to continue

to gain a millennial audience.

Instagram sponsored ads are great

for targeting specific audiences as

well. For example, using Instagram,

well be able to target demographics

to show Snapple’s ads are relevant to

them. The more specific, the better.

Paid Tactics 18

Media Strategy: TV Commercial. . . . . . . . . . . . . . . . . . . . . . . . . . . .Media Strategy: Instagram

19Paid Tactics 19

Media Strategy: TV Commercial. . . . . . . . . . . . . . . . . . . . . . . . . . . .Media Strategy: Snapchat

In August, Snapchat was ranked the third most used social media platform by millennials - ranking only behind Facebook and Twitter

Because millennials make up such a large portion of our demographic, it would be beneficial to target them specifically with one special social media platform. Snapchat allows advertisers to reach their audience in an entirely new way. 17 Millennials are obsessed with individuality, so why not target them with a good selfie filter? We’ve created a signature filter for Snapple. Snapchat users would be able to ‘swipe right’ to experience a Bot-tle Poppin’ Snapchat filter to break the internet. This filter would be interactive - and allow users to tap the screen to reveal a Snapple Real Fact. This aligns with our message of curiosity by yet again, giving users another chance to learn some Snapple trivia.

In addition to the filter, another way to target demographics with Snapchat would be to create a Snapchat account for Snapple. Many companies and celebrities use Snapchat, which makes their company or brand relatable. Snapple would be able to instantly share their fun company personality with consumers by showing the faces of the people behind the brand, and giving consumers sneak peeks of what is happening in the company.

Users would also be able to send Snapchats to the Snapple account with the reward of potentially being highlighted on the Snapple Instagram, Facebook, or Twitter. People like to see themselves, especially millennials.

There isn’t a downside when it comes to consumer involvement.

Check out our SnapChat Filter here: https://youtu.be/Ux5IALhm2Iw

20

Media Strategy: Twitter, Facebook, Pinterest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .

Snapple has a presence on all types of social media, but there is always room for improvement, and we

want to capitalize on customer involvement. While looking through all the social media, we found many

crafting ideas on Pinterest that have been submitted by users using all things Snapple. People love the sig-nature Snapple glass bottles. But the crafting didn’t end there; crafts were utilizing all parts of the Snapple bottle - from Real Fact Caps to Snapple slogans. If Snapple combined the Snapple consumer Pinterest ideas with the volume of followers on Snapple’s Instagram, they could creatively

target consumers with their own ideas; making them feel like they are a part of Snapple. ‘Filled With Curiosity’ is all about attention to customer engagement, branding, and keeping the quirky sense of Snapple alive. This is one of the many ways we would do so.

In order to best utilize the pre-existing Snapple Facebook page, we would refreshit to increase activity- half of the posted material will be fun, quirky ads and written material. It’s important for it to be funny and

interactive in order to increase likes and shares of the content, building Snapple’s traffic. On Face-book, it’s best to share and repost consumer content and pictures and tagging them,

emphasizing their role and importance to Snapple. From their favorite way to reuse Snapple’s bottle to

their favorite way to enjoy a Snapple, it’s not only cost effective but also connects the consumer to the company directly. The key will be keeping the content and writing consistent when posting or

responding by staying the quirky, fun Snapple we all know and love.

Snapple can stay engaged with users by strategically building a list of followers based on their target

market and then personalizing content for them. Snapple should interact with consumers by responding to their tweets. They can also further other social media platforms by posting tweets based on content from Pinterest, Tumblr, Facebook or Instagram. Continue to create GIFs from Snapple commercials, and posting them to Twitter with amusing and quirky captions.18This shows consumers that Snapple can laugh at themselves as well as encourage their followers and fans to do so as well in order to be retweeted

or featured on other social media platforms.

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21Paid Tactics 21

Media Strategy: TV Commercial. . . . . . . . . . . . . . . . . . . . . . . . . . . .Media Strategy: YouTube

A key way to succeed on YouTube is including videos that

really embody specific personalities. With Snapple’s campaign

evoking a more curious vibe, we will capitalize on this by

incorporating advertisements and sponsorships with a similar

presence. By utilizing YouTube personalities such as Rhett and

Link, Rosanna Pansino or Roman Atwood, we will be able to reach different groups of con-

sumers.19 Rhett and Link are famous for their comedic morning talk shows as well as their

Facebook, Twitter and Instagram presence. Roman Atwood does online pranks and

personal vlogs. Rosanna Pansino does cooking on her channel and she could do fun drinks

or fun recipes with Snapple flavors.

A current emerging platform within the tech-industry is Virtual Reality (VR). Unit sales for

this platform are projected to grow exponentially within the next five years.20 This

will be a captivating way to reach consumers with interactive advertisements that will be

utilized to display ads directly to the consumer. Specifically tying this in with the realm of

gaming, VR will be an explosive medium to advertise to the millennial demographic. With

gaming being prominent on multiple media platforms including YouTube and IGN,

combining VR together with the gaming market we will allow us to reach consumers

directly where they live.

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Media Strategy: TV Commercial. . . . . . . . . . . . . . . . . . . . . . . . . . . .Media Strategy: Guerrilla & OOH

Paid Tactics 22

GuerrillaThe Snapple Booth: a traveling kiosk that visits locations such as expos and colleges allows consumers of all ages and demographics to sample Snapple products. This further increases brand awarenss and recognition and broadens their market and geographic scale nationally. From New York to Portland, Snapple can attend expos that would allow consumers to sample Snapple products and interact with the brand. By attending these expos, Snapple could gain a large market of non-Heartland consumers, increasing sales and customer loyalty in all regions of the United States. Since many tea festivals are annual, Snapple would become part of the tradition at the various tea expos. Additionally, college campuses are always lively and engaging venues that thrive off of interesting and creative advertisements such as instagram contests and interactive displays. This not only let consumers see what goes into the tea but also put a face and interaction with the brand.

Out of HomeOut of home advertising is the perfect way to find creative and intriguing ways to promote Snapple’s Filled with Curiosity campaign, especially when themajority of our target demographics spend a large percentage of their days out and about. For example, since research shows that the majority of Snapple is bought at grocery stores, it would be beneficial to invest in ads to be placed on shopping carts at major grocery stores, especially in the non-Heartland region. These simple yet eye-catching ads would feature a Snapple bottle, with a cap displaying the Real Fact beside it, along with the Filled with Curiosity logo. Similar simple ads could also be placed on the walls of subway cars as entertaining conversation starters on people’s journey through the city. Since gas stations and convenience stores often sell Snapple, window clings of these ads will attract customer attention before they reach for their tea selection. Additionally, billboard advertisements will be placed in strategic locations to reach our target consumers more effectively.

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Media Strategy: Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .

By partnering with specific websites and creating an interactive homepage, consumers will have the ability to be branded to within the confines of their favorite websites and entertainment outlets, including YouTube and gaming sites such as IGN. Additionally, prominently displayed advertisements designed around the page will draw further attention to Snapple’s existing site and their related subsidiar-ies.

We recommend making Snapple’s web page more interactive since all of these tactics aim to increase more attention and bring more traffic to Snapple’s social media, and website. The key is to make it interactive and user-friendly as well as clean and simple to best optimize the owned internet ‘property’.

23Owned Tactics

Web-Traffic Optimization:

By utilizing an effective combination of SEO, online video advertisements, radio display content and sponsored social media posts,

we will optimize our effective reach to consumers on a consistent basis. With the

greater majority of our target audience establishing an ever growing online identity, it is paramount that we appeal to this identi-ty and advertise in an effective and efficient manner across our target audience. This in

turn will permit future possibilities to be more apparent and allow expansive opportunities

into new and emerging segments.

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Measurement & Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..

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We designed our campaign to influence new as well as pre-existing consumers to shift purchasing

behavior and build overall brand loyalty. In the evaluation section of our budget we have accounted for an analytics team tasked with measuring key insights and campaign effectiveness. This team will utilize tools from companies like BrainJuicer, Vision Critical and Sands Research. Our measure-ment and campaign evaluation is centered around managing specific consumer behavior that influences purchasing preferences as well as driving forces behind brand retention.

• Initial and post monthly measurement

of social platform impressions

• Dedicated aided and unaided campaign awareness research

Awareness Considerations Transactions Advocacy

• Measure consumers interactions and

perceptions of the brand

• Track purchasing behaviors and

frequency of product retention

• Monitor Snapchat usage and time spent

viewing related content• Monitor Social Media usage across platforms

to isolate the most viable medium to reach

the target audienceTrack hashtags and related un-owned

consumer marketing techniques

• Monitor positive and negative WOM

advocacy across all mediums

• Measure benevolent and charitable causes associated with the

brand

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Snapple for a Cause . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Millennial’s are thirsty for companies who are involved in a cause. By partnering with The ThirstProject, Snapple will help bring clean water internationally to those in need and also show consumers that Snapple cares. Most of the world does not have access to clean water and the Thirst Project aims to alleviate this devastating ongoing water crisis. 21

For every selfie of someone holding a Snapple bottle full ofdirty water with the hashtag #TheThirstProject and #SnappleForACause in their caption, Snapple

will donate 5 cents, capping off at $1.5 million including content costs. This will run during themonth of July and will only allot one donation per consumer. The Thirst Project only launches

partnerships lasting one month and it usually leads to a social media takeover.

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Budget Breakdown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .

26*Nielson data22

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Snapple already embodies the true spirit of curiosity that lives in all of us. ‘Filled with Curiosity’ continues this fundamental mindset, so that consumers are able to connect to the brand in a new and entertaining way. By positioning Snapple as the authority on innovative tea and juice purchases, we are able to accomplish our primary goals of establishing Snapple as the top tea and juice provider in the U.S.; increasing brand recognition in both the Heartland and non- Heartland regions of America; and continuing to develop brand loyalty across the U.S.

The desire to never stop learning is in all of us. From the snap of the cap to the very last sip, Snapple stimulates your taste buds, as well as your imagination. Curiosity cannot be quenched.

Conclusion & Source CitationsCITATIONS

1. Snapple Case Study

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8. In depth interview; professional/parent

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our-thinking/pages/millennials/

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tapestry_segmentation.pdf

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en/esri-demographics/data/tapestry-segmentation.htm

13. Millennials Work For Purpose, Not Paycheck. (2014, October 2). Retrieved from http://

www.forbes.com/sites/karlmoore/2014/10/02/millennials-work-for-purpose-not-pay-

check/#4fdfe7ed5a22

14. Most 25 to 35-year-olds suffering from a ‘quarter-life crisis’. (2011). Retrieved from

http://www.dailymail.co.uk/sciencetech/article-1383684/Most-25-35-year-olds-suffer-

ing-quarter-life-crisis.html

15. What It Costs: Ad Prices From TV’s Biggest Buys to the Smallest Screens. (2015, April

6). Retrieved from http://adage.com/article/news/costs-ad-prices-tv-mobile-bill-

boards/297928/

16. Five Social Trends Marketers Won’t Be Able to Ignore in 2016. (2015, December 16).

Retrieved from http://adage.com/article/digitalnext/social-trends-marketers-ig-

nore/301725/

17. 2 Dozen Millennials Explain Why They’re Obsessed With Snapchat and How They Use

It. (2015, February 22). Retrieved from http://www.businessinsider.com/why-millenni-

als-use-snapchat-2015-2

18. 74 Of The Most Interesting Facts About Millennials. (2013, June 25). Retrieved from

http://danschawbel.com/blog/74-of-the-most-interesting-facts-about-the-millennial-

generation/2C6B05-4390-4424-BF24-98D9A3A767DF%7D&cck=1

19. Highest-Paid YouTube Stars Rhett & Link, Superwoman and PewDiePie Get the

Thumbs Up on Social Media. (2015, November 18). Retrieved from https://www.

engagementlabs.com/press/highest-paid-youtube-stars-rhett-link-superwoman-and-

pewdiepie-get-the-thumbs-up-on-social-media/

20. Virtual reality set to take off in 2016, (2015, August 4) Retrived from researcher says

http://www.cnet.com/news/virtual-reality-set-to-take-off-in-2016-researcher-says/

21. The Thirst Project https://www.thirstproject.org/

22. Nielson Data https://ws.onehub.com/workspaces/831971/files/857328251

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