Creative Work Plan

Why are we advertising?

Snapple has asked us to:

Increase top of mind awareness beyond 15% in Non-Heartland

Grow brand relevance through engagement tactics in the Heartland

Increase heavy users usage rate from 9 to 10 times per year in the Heartland

Increase light user purchase frequency from 1 to 3 times per year in Non-Heartland

Whom are we talking to?

We are talking to a broad audience that is positive, not too serious, and out there.

What do they currently think?

I think Snapple is a good product. I think Snapple is a good product. I just don’t think about it

very often.

What would we like them to think?

Today is cool. Today is awesome. Right now is the best. Snapple, please.

What is the single most persuasive idea we can convey?

The best stuff on Earth calls for The Best Stuff on Earth.

Why should they believe it?

People don’t remember a drink. They remember an experience.

Are there any creative guidelines or mandatories?

Must use The Best Stuff on Earth, and either the logo or a package shot.

Tone of voice?

Quirky and out there.