Snapple Plans Book

Best

Stuff On Earth

BestStuffOnEarth

USC

MKT 406

Team #262

Hoover & Shaker NSAC 2016 Plans Book

Best

Stuff On Earth

USC

MKT 406

Team #262

hoover&shaker

introduction

Returning

to ourroots and celebrating

the bestconsumerson earth.

Executive Summary

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Innovating flavor profiles

that were loved and talked

about

Making packaging part

of the brand conversation and

experience

Putting fans first by socially and creatively

engaging their consumers

Being present on

the “street” with local flair and

flavor

Creating shareable,

imaginative content to generate

buzz

Snapple is an iconic brand that invented a category and changed the way beverage brands are marketed. Snapple made quirkiness an asset. Long before the digital age of marketing, Snapple put down its roots as a viral brand by:

Introduction

ContentsContents

Consumer InsightsConsumer Insights OverviewConsumer Attitudes & PerceptionsSweet Spot: MillennialsTarget Overview & Personas

Communication PlanCommunication GoalsCampaign Strategy

The Campaign PlanThe Snapplin’ Big IdeaCreative ExamplesContent Framework & Strategy

What, Where, HowBroadcastOut of HomeDigital Critical Social EssentialsLocal Purchase ActivationMeasurementsMedia Strategy Budget Breakdown Resources & Citations Credits

We had a Snapply great time working on this project!

And above all, always being true to its quirky, Snapple self. Over forty years later, despite changes in corporate ownership and erratic marketing strategies, Snapple is still a growing and loved brand–testimony to its brand power, core values and heartland roots. Now is Snapple’s moment to seize opportunities to dramatically expand its popularity beyond core market locations. Our campaign is in alignment with two strategies espoused by Snapple: Returning to our roots and celebrating the best consumers on earth.

Snapple’s assets are strong and our program embraces them in new and exciting ways. We believe there are

reservoirs of passionate fans everywhere waiting to be popped open -- eager to share their special love of Snapple and it’s time for Snapple to be unabashedly Snapply again. Get that positively quirky groove back by dialing up a unique personality and leveraging the power of digital communications! Everything we created has been developed through one consistent filter…“How would Snapple do it?”…including this plans book.

So, get ready and enjoy what’s Snappening next.

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Executive SummaryOur Approach

introductionOur Approach

What You Told Us What We DidYou laid out very clear goals & objectives:

•50% of Volume•Low TOM Awareness

•Increase Average Annual Purchase Frequency

from 3 to 6

•50% of Volume•Strong TOM Awareness

•Increase Average Annual Purchase Frequency

from 9 to 10

Non-Heartland Facts

Try more Snapple

Keep drinkingSnapple

Heartland Facts

In addition, we will remember to remain Snapply and continually filter all executuons through one question:

How Would Snapple Do It?

Create an integrated holistic marketing campaign to significantly increase top-of-mind awareness and grow sales volume in the United States.

Our plan is designed to achieve each objective throughout 2017.

Primary Research

In our discovery process, we searched for information and insights about the consumer target (especially millennials), the RTD beverage category, and Snapple’s performance across an array of digital channels. Our secondary research utilized AAF databases and other resources and studies as detailed on page 27. We also emphasized extensive use of 2015 MRI data and conducted primary research that included store visits, beverage trade publication monitoring, social media analyses, focus groups, and an in-depth quantitative study.

Our findings led to important insights that shaped and informed our thinking. We then used this newfound information to ‘Snapple’ up our campaign development enthusiasm.

Nationwide Survey RespondentsFeb - Mar 2016

Rival iQ, Birdsong, HootSuite

Focus Group Participants& RTD Tea Beverage Consumers

Review Analysis

1538

Custom Social Media Auditing

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Yelp & Store Visits

2

Consumer InsightsConsumer Insights Overview

3

With regards to target audience, we focused attention on the Snapply sweet spot millennials.

A very important cohort for Snapple and the RTD Tea Market because of:

SizeSpending PowerRole as InfluencersGrowth Potential

Through primary research techniques,

we will explore how consumers feel about Snapple as a brand and how it is perceived relative to

competitors.

We will evaluate Snapple’s position

in the RTD Iced Tea market in terms of brand positioning

relative to competitors by reviewing consumer market penetration and

user demography.

In order to best understand how

to reach our target audience we will delve

into the millennial mindset considering their behaviors and

media habits.

Based on our findings, we developed a persona-based view of our target audiences in order to define how to best appeal to their mindset and identified the most effective contexts in which to engage them. From this research landscape, we developed our recommendations for the best omni-channel consumer experience.

Though definitions of who Millennials are depend on who you ask, we are defining millennials as 18-34 year olds to better focus our research efforts.

These consumers are the first generation of digital native consumers that span different life stages from college to raising families.

Consumer Attitudes & Brand

Perception

Our Focus

Why

Who are Millennials?

Key Behavioral Traits & Media Consumption

Snapple’s Position in the RTD Iced Tea

Market

We concentrated and organized our research in 3 key areas:

Consumer InsightsConsumer Attitudes & Perceptions

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Snapple has always stood out as a brand that embraces its wittiness and quirkiness. We delved deeper into consumer attitudes and perceptions of Snapple and the “Born In NY” campaign through social media listening audits, three RTD tea drinker focus groups and a custom quantitative national study conducted February – March 2016 to determine the following:

Snapple Embodies positive quirkiness

As supported by MRI data, Snapple lovers identified themselves as more fun loving and different versus other brands:

24% “I like outrageous people and things”

“Always looking for a new thrill”

“I want to be considered fashionable”

21%20%

Positive

· Grabbed Attention · Started Conversation · Engaging in Metro Heartland

Negative

· Non-Engaging to those outside Heartland

Not Just TeaSnapple seen as tea and juice, usually associated with personal flavor favorites.

Straight Talk Health conscious consumers view most RTD beverages with skeptisim. They avoid all sugary drinks and are cautious about artifical sweeteners.

The Yum FactorHeavy RTD tea consumers and Snapple lovers value taste and experience and are willing to forgo some nutritional value.

Price is RightPrice is not a major barrier to non-users or a reason for users to switch to other brands.

“Reminds me of childhood”Viewed as a fun brand with its vibrant packaging, sweet flavors, and Snapple facts – perfectly representing “the kid in me.”

Likeability across the countrySnapple’s likeability is relatively consistent across the entire country, although more prevalent in the heartland.

RTD Tea Perceptions vs. Market Share

Key Findings Brand Perception

“Born in New York” Campaign – Mixed Sentiments

Quirky

Traditional

Value Premium

Consumer InsightsSweet Spot Millennials

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Media Consumption Habits

Digital18 hours a day consuming mediaacross multi-screens and devices

Mobile First85% own smartphones

83% sleep next to phones80% mobile time spent on apps

Social Is Essential5/6 connect with brands on social media

Localization MattersConnection made to brands via nativecontent are more likely to be shared

Visual Language74% post ‘real-time’ pics

45% post self-made videos67% share videos discovered online

Winning With Millennials

Purchase = Personal Expression“I express myself, in orderto create a unique identity."

Personalization Is Valued And Rewarded“I will advocate and endorsebrands that are interactive.”

Quality Value And Values Are Important“I place a premium on authenticity and willpay more for brands with CSR programs.”

Special Relationship With Food And DrinkFood that is “good for you” can

include just making you feel good.

Variety Is The Spice Of Life69% crave adventure

35% highly values variety70% want different week to week life

Brand Choice & Interaction

“Engage Me Personally”40% want to participate in co-creation with brands

“Entertain Me”80% want brands to entertain them

80%+ value brands that have personalized,funny, intelligent, and helpful content

“Earn My Trust”70% of millennials base purchasechoices on past usage and trust

“Earn My Loyalty”86% of millennials join loyalty programs

71% would switch to brands that offera multi-dimensional rewards club

“Be Relevant And Consistent!”49% more engagement with seamless integration

of digital executions in physical worlds

Millennial

iced tea

drinkers are

25% more likely

to choose

Snapple over

other iced

teas.

18-34 Year Olds 50%

35-54 Year Olds 30%

55+ Year Olds 20%

Consumer InsightsTarget Overview & Personas

6

Adults 18-49, 30 years old "sweet spot"

Keeping in mind to boost presence among younger consumers and addressing above average potential with African Americans and Hispanics...

Snapple lovers are special as they go beyond demographics. Consumer Personas focus on mindset, lifestyle and lifestage. Their overarching mindset cuts across all ages and geographies:

Our target audience is ageless, youthful, playful, fun and positively quirky. They live their lives by embracing and loving what makes them different. They usually play by the rules but every so often find themselves bending them...just enough.

Snapplers aren’t health nuts or calorie counters and more likely ‘dieters’ who sneak a treat once a day. They are laid back and consume based on having a great tasting experience they feel good about.

They encompassliving life with their best

Snapply side showing

Hesitants

Casual Snapple drinker. Most likely to opt for the Traditional tea products.

Penelope Pop

Age: Mid 20sGender Distribution:Female > MaleRegion: Pacific/West CoastOccupation: Self-employedMindset: Conscious of diet,but not a health nutProduct Preference: Diet Snapples

Purchase Frequency: 2-3 times/month Social Accounts: Instagram, Twitter, SnapchatOpportunities: New West Coast Market, Event Marketing - BeautyCon, Snapchat filters, Celebrity Endorsement

We further refined our target by four distinct personas:

Traditionals

Somewhat health-conscious but still trendy and fun.

They love all things bright and colorful, and Snapple gives them that extra POP.

Melody Mango

Age: Early 20sGender Distribution: Female = MaleRegion: NortheastOccupation: StudentMindset: Grew up drinking Snapple, but not as oftenProduct Preference: Traditional flavors such as Mango MadnessPurchase Frequency: 1 time/weekSocial Accounts:Frequents YouTubeOpportunities:College campuses, Music, Social Media Marketing, Banner Ads, YouTube Ads

The Sweet Spot

Longtime, frequent Snapple drinkers: “The Tastierthe Tea, the Better.”

Franky Facts

Age: 30sGender Distribution: Male > FemaleRegion: HeartlandOccupation: Full-timeMindset: Born/raised in the Heartland. Die-hard SnapplerProduct Preference:Sweeter Teas such as Peach Tea and Half n HalfPurchase Frequency: 2-3 time/weekSocial Accounts:FacebookOpportunities: Newspaper ads, More engaging Snapple facts, Products in popular lunch locations

Thrill-Seekers

Love a good rush, especially from their Snapple!Both juice and tea.

Kimi Strawberry

Age: 40sGender Distribution: Female > MalesRegion: PacificOccupation: Full-timeMindset: Loves a good rush, especially from SnappleProduct Preference:Snapple Juice Drinks (Kiwi Strawberry & Snapple Apple)Purchase Frequency: 1 time/month Social Accounts:FacebookOpportunities: New West Coast Market, Motherhood Blogs

1 2 3 4Target Overview

Communication PlanCommunications Goals

Snapple Omni-channel Experience

BUY ENJOY

The Sum of All Interactions

Create a Bold, Distinctive, and Uniquely

Re-invigorating the Heartland: Increase purchase frequency by reinforcing and rewarding passionate fans; inspiring advocacy by embracing and sharing their Snapple experiences.

Re-introducing in Underdeveloped Markets: Increase top of mind awareness by igniting existing Snapple lovers, re-awakening latent positive Snapple perceptions, and stimulating trial and increased usage through strong local presence and promotions.

“Reward Me” “Celebrate Me”

“Give Me More Value” “Understand My Needs”

“Make It Easy” “Earn My Trust”

“Be Relevant” “Satisfy Me”

“Engage Me” “Know Me”

“Be There” “Be Consistent”“Be Real”

CONSIDER

PURCHASE

EXPLORE

RECOMMENDEXTEN

DUSE

EXPERIENCENEED

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Communication PlanCampaign Strategy

Audience Target smart. Beyond demographics to personas and mindsets.

Incentivizing the consumer by being locally present and active at purchase decision moments.

Making Snapple part of a cultural language and landscape.

Engaging and mobilizing passionate users with content and community, as only Snapple could do it.

Awareness

Activation

Advocacy

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The Plan

Tone & Manner

Aggressively Build On Snapple’s Unique Brand Assets:

Embrace The Sweet Spot That Only Snapple Can Own:

Celebrate The Unique & Special Qualities of Snapple Fans:

Discover Your Snapple Side

Drinking experience: in (taste and flavors) and around (‘pop’ and facts) the glass bottle

Distinctive personality: fun, quirky, playful, youthful, NYC heritage/attitude

Passionate ‘Snapply’ fan base

• Snapple is more than a brand or beverage -- it’s a mindset• The refreshingly quirky, youthful, and fun side of you• Always playful, unforgivingly irreverent, and unexpectedly delightful• Snapple always evokes an emotional response: a laugh, smile, or wink• Often accompanied by an altruistic urge to encourge others to...

Snapple and its fans are kindred spirits

The DNA of all communications

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2

3

“Born In New York” tapped into an emotional truth about Snapple: its fandom. We believe it can serve as a springboard for an even more powerful and all-inclusive campaign.

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The Campaign PlanThe 'Snappling' Big Idea

Our Backstory What is #YourSnappleSide?

Hey, with Snapple there’s always an interesting twist.

“We are fortunate enough to have the best fans on earth and we want them to be front-and-center in spreading the love of Snapple around the country.”

Brent Chism, Director of Marketing, Snapple

We agree Brent. Snapple love is powerful. It transcends geography and demographics. The Born In New York campaign ignited a flame in Snapple lovers everywhere to show and share that love.

Snapple drinkers are everyday people–well, almost–living across the country with unique passions, interests, and ideas that aren’t always on display. But, when they grab a bottle of Snapple, open it with a pop, and enjoy what’s inside, something delightful happens. (Ahh, the Snapple effect.) Their hidden personas peek through and they get in touch with what is affectionately called “Your Snapple Side.” And yes, there actually is a definition on Wikipedia.

Latent positive personality traits brought out by experiencing a drink of the best stuff on earth – Snapple. Characterized by breaking free from the tethers that define what’s typical and expected. Usually manifested in spontaneous, unapologetic, quirky moments that bring happiness and a daily dose of sunshine to oneself and those surrounding. Expressions of this state range from embracing one’s inner child through finding joy and amazement in simple things to stepping outside the box with bold expressions of creativity, inventiveness and inspiration. Sometimes arouses surprise in others and even oneself. Often accompanied by an altruistic urge to encourage others to…“Discover Your Snapple Side.”

We Found

This On

Wikipedia

9

The Campaign Plan

View Guidetinyurl.com/ysstheme

View Guidetinyurl.com/yssvocab

Theme Song Vocabulary GuideWebsite

Snapple is celebrating and supporting #YourSnappleSide with resources to help fans share and savor their Snapple Side:

YourSnappleSide.com is a micro-site within Snapple.com. It is a community where Snapple lovers discover and share their

Snapple Side.

There’s a handy #YourSnappleSide

Vocabulary Guide to help fans make daily language a lot more

Snapstraordinary.

Karaoke #YourSnappleSide with a theme song inspired

by one of our very first #YourSnappleSide devotees,

Monty Python, and user generated content.

The 'Snappling' Big Idea

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The Campaign PlanCreative Examples

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The Campaign PlanContent Framework & Strategy

Social - Personalized and Sharable

Mobile - Mobile First and Optimized

Cont

extu

al -

Med

ia C

onte

xt Local - Retail Activation

Paid

Owned

Earned

Converged Snapplized

Content

The recommended plans focus on driving consumer experience, engagement and building a community around one powerful idea….#YourSnappleSide. Our content plan focus is as follows:

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What, Where, HowBroadcast

Television

The Ellen Show promotion features the Snapple Side of Ellen and her show cast. A one-time, Snapple exclusive, “Ellen: The Flavor,” will be created. Two bottles will be sent to the first 10,000 viewers that register on YourSnappleSide.com.

Snapple ads will be placed on traditional radio and digital stations in key local markets, scheduled around Snapple promotional contests, events, and holidays. Ads will be placed on Spotify, featuring special #YourSnappleSide playlists and profiles.

We believe it is important to continue to allocate a substantial portion of the budget to TV, but with an important Snapply twist. Programming context and content will drive the TV strategy by selectively advertising in/around high visibility Snapply shows that are entertaining, fun, uplifting, and have buzzworthy moment potential. We will utilize network, cable, syndication, and streaming digital channels, scheduled around season premieres/finales, and find opportunities to create custom segments within shows whenever possible. Sponsored TV show content will be closely monitored for share-worthy #YourSnappleSide content and featured in videos and posts on Snapple social channels.

The Ellen Show Promotion

Spotify Radio PlaylistSitcoms - Modern Family, New Girl, Brooklyn 99

Late Night TV - The TonighT Show and The LaTe LaTe Show featuring selective product placement segments

Awards Shows - Always awash in #YourSnappleSide moments

Talent Competition Shows - The judges often have #YourSnappleSide moments

ESPN - Big event scheduling - #YourSnappleSide segments - quirkiest plays, players, fans

Celebrity Shows - ExTra, TMZ – #YourSnappleSide celebrity (quirky, fun, good taste)

Whenever possible, Snapple commercials will be choregraphed with programming content. For example, sitcoms will portray our favorite characters’ #YourSnappleSide, talent competition shows will showcase singers’ #YourSnappleSide, ESPN will feature sports fans’ #YourSnappleSide, etc.

Watch Our Ads: tinyurl.com/yssvideos

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What, Where, HowOut Of Home

Traditional MediaDigital outdoor will include motion billboards with different rotating #YourSnappleSide visuals, sensor billboards, facial recognition, and interactive executions. Here is an example of what our rotating billboards will look like. It will encourage consumers to feed, embellish, color, and dress up their Snapple Sides!

Out of home media and promotions are vital to creating local impact and purchase in both heartland and non-heartland markets. We will utilize a mix of traditional outdoor to build awareness and special digital installations to generate buzz and video content for social sites and YouTube.

A motion sensing digital billboard will track any bypasser and activate our #YourSnappleSide song. It will replicate a shadow screen, where the automated body on the other side will follow the bypasser’s movements, masked in a Snapply costume (large hats, big skirts, etc).

Animate #YourSnappleSide

In partnership with the Dance Dance Revolution arcade game, this installation will appear in high traffic areas of cities (i.e. 3rd Street Promenade, Los Angeles and Time Square, New York City). Players in each city will compete against each other on live video streaming screens. After completing a game, each player will receive a free Snapple from a dispenser attached to the activation.

Dance #YourSnappleSide

Digital Outdoor

What, Where, HowYourSnappleSide.com

Website

Pinterest

Snapchat

Instagram

SEM/Banners

Digital Critical

YouTube

YourSnappleSide.com W

ebsite

Pinterest

Snapchat

Instagram

Facebook

Snapple App

Twitter

Buzzfeed

Google C

arboard

Digital D

isplays

Local Activation

SEM/Banners

YouTubeBe

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digital ads partnerships original content User Engagement Driven

wholeexperience

A Snapple Side for Every ScreenWe recommend that Snapple significantly increase digital spending and revamp its approach. Our digital communications plan employs a diverse mix of content platforms and social media channels with an emphasis on mobile delivery, visual content, localization, and storytelling, supported by SEM. All digital executions will leverage the #YourSnappleSide selling idea, tailored to each platform. Snapple will celebrate “Your Snapple Side” of fans everywhere and foster a community that encourages others to discover and share #YourSnappleSide.

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What, Where, HowDigital Critical

YourSnappleSide.comThe Online Community For Snapple Lovers

YourSnappleSide.com is a micro-site that lives within snapple.com. It’s a community where Snapple lovers share and register their Snapple Side either through the website itself or through their Facebook account (with user permission, it extracts basic information from FB). Fans will be able to fill out their Snapple Side bio, which makes them eligible for a very Snapply opportunity. The Snappliest user bios will be selected and custom videos will be made about their “Snapple Side” personas to be featured in Snapple’s video channels and commercials. In addition to unique content made specifically for the website, there will be videos embedded from our YouTube account.

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It is important that Snapple provides its community with the opportunity to satisfy and express their giving side. The Dr. Pepper/Snapple Group already supports an outstanding NGO - Good Sports, where they provide kids in need with sports equipment, apparel, and footwear. By downloading the #YourSnappleSide app or registering on the site, Snapple will make donations to Good Sports and help kids “let out their sports side.”

Registering an account on YourSnappleSide.com enters fans into the Snapple Rewards Club and gives access to promotions, coupons, and engaging content, such as the photo slider generator. Fans upload two photos that show

their transformation from their un-snapply self to their “Snapple Side” self. You can directly share, pin, and tweet this slider onto your various social media accounts with the hashtag #YourSnappleSide or #SnappleSideSunday.

Snapple Rewards Club

Giving Back


Snapplized & Virtualized

The Snapple brand is uniquely suited to incorporate VR/AR into its communications program. We recommend using customized Google cardboard devices as promotional vehicles, which invite consumers to “Virtualize #YourSnappleSide.” Furthermore, we will partner with app developers to offer free apps that are appropriately...well Snapply. In tandem to that, we will give away 50,000 Snapplized Google Cardboards spread across different partnerships (don’t worry, we’ll get them wholesale!). All that needs to be virtualized by consumers is registering at YourSnappleSide.com! This will result in the 50K lucky consumer’s social media pages being flooded with happy photos and stories about virtualized Snapply experiences.

Silent Disco - Exclusive VideoRelive the party through the Silent Events App

Unbox Therapy - GiveawayYouTube influencer with 4,000,000+ followers

US Weekly - Celebrity Snapple Side PollVirtualized celeb moments of the week

Daybrreaker - Early Morning RaveRelive the early morning rave virtually before work

Snapply Cardboard Partners

The soon to be famous custom Snapp-moji dashboard will enable users to express their Snapple Side to friends and family. To further enhance our users’ Snapple Side, the app will act as a platform to send out push notifications with special offers, coupons, and Snapple Facts based on location. The #YourSnappleSide App will give fans exclusive scoops on pop-up events, such as Silent Discos and Daybreaker raves.

#YourSnappleSide App

The Mobile Hub For All Things Snapply

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Suggested KeywordsTea, Teas, drinks, juice, Arizona,

LipTon, Snapple, facTs, glass boTTles, cool caps, Do IT Yourself, projecTs, DIY, quirky, fun, funny, passionaTe, MonTy PyThon, rewards, giveaway,

besT sTuff on earTh

Snapple appears to be weak on keyword spending in search marketing. We believe this can be a fertile investment area for Snapple in support of #YourSnappleSide awareness building programs and local activation. The following are some suggested keywords.


AriticlesAn example of a Snapply article would be “10 Insanely Awesome DIY Projects Using Snapple Bottles,” which would feature Snapple lovers’ artistic talents and would also include a link to their Snapple Side gallery page.

Search - Get In The Game

brand # of adword keywords

lipton tea 2.1kfuze 1.3kdr. pepper snapple group 74snapple 24sweet leaf tea 16neastea 0pure leaf ice tea 0

Buzzfeed - A Perfect Partner

#YourSnappleSide QuizAll Buzzfeed users (Snapple drinkers and nondrinkers) can take this Snapply quiz, in which Buzzfeed will give the user a tailored “Your Snapple Side” persona based on their answers. Then they can share their results on Facebook or Twitter!

Partner CollaborationsTo impact a large fan base, like the quirky ‘Try Guys,’ Snapple could be incorporated into their videos, such as a blindfolded taste test or guessing the Snapple flavor. Partnering with ‘Tasty’ videos could incorporate Snapple for desserts or entirely new dishes.

Digital Banner Ads & MagazinesSnapple will utilize exuberently designed, eye-catching digital banner ads. Placement on prominent websites for Snapple’s target market will ensure an increase in interest, recognition, and traffic for YourSnappleSide.com. Additionally, we will schedule digital ads in online magazines, websites, and blogs that index high for our target audience, specifically targetting online "gamer" media (ie. GAMbIT magazine, The Escapist, IGN), People, ESPN, US Weekly, and Cosmopolitan.

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What, Where, How

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We monitored and tracked the social activity of Snapple and its competitors to identify opportunities for improvement and new strategies. Snapple is definitely present, but not fully capitalizing on its digital potential. Snapple is the leader or above

average in followers on most of its key platforms (ie. Facebook Twitter) but falls short in engagement and interactions.

Social Essentials

Social Audience/Followers (Above Average)

Social Media Analytics – Snapple Vs. Competitors

Rival iQ – Latest 6 Months

Snapple

Landscape Average

Snapple

Landscape Average

Snapple

Landscape Average

Social Activity (Below Average)

Social Engagement (Below Average)

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Twitter

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Facebook

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Instagram

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YouTube

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Pinterest

3.6m

2.4m

75

90

18k

35k

We believe Snapple needs to be more strategic by moving beyond the bottle and integrating engaging, user-focused content across all of its social channels.

What, Where, HowSocial Essentials

This promotion aims to leverage our 3.5 million Facebook followers with buzz worthy engagement and rewards. Your next Snapple’s on us! From March through May, obviously leading into the peak season for RTD teas - summer, we will deliver digital coupons for 1 million bottles of Snapple. It’s so easy...

As an added bonus, users that upload 2 photos to express their normal side and Snapple Side (animated via photo slider) are entered into a contest where the best “transformation” wins a personalized #YourSnappleSide video. It will also include an option to donate the coupon amount to our selected charity, Good Sports.

Holiday Up #YourSnappleSide

Facebook - A Sleeping Giant

Another fun Facebook application is bringing in Snapply language to everyday interactions. Rather than the traditional “Like” button, Facebook users will be able to give a “Snap” reaction to their friends’ photos, videos, etc.

Throughout the year we will “eventize” all social media channels with fun posts and mini-promotions around Snapply holidays (Love #YourSnappleSide on Valentine’s Day, Prank #YourSnappleSide on April Fools’ Day, Salute #YourSnappleSide on July 4th, Frighten #YourSnappleSide on Halloween, etc).

Million Bottle SnappleGANZA

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Our 3.5 million fans provide a powerful platform to leverage sharing and user-generated content. Facebook Live Events will feature unique, quirky events taking place on college campuses, such as an underwater hockey tournament or a basketball game played atop of donkeys. These events target college-aged millennials and will be promoted on social channels through custom profile/cover photos and live-streaming via Facebook Live.

Snapple leads the category in followers, but engagement rates are not where they should or could be. We recommend using Twitter as the Snapple newsroom and purveyor of Snapply cultural “moments” content.

This will be done by linking our Twitter feed closely to our television/programming schedules and celebrating and curating the #YourSnappleSide of entertainment, sports, and celebrity - explicitly showing people at their Snapply best!

Leading In Followers. Lagging In Engagement.


Unfortunately, we have fewer followers and engagement than our competitors - FOR NOW. Snapple needs to up its game and grow to reach the brand’s fun, energetic, and quirky personality potential.

Snapple must create more content for its Instagram page - beyond the focus of Snapple bottles and Snapple facts. Snapple should “humanize” the brand through Instagram with lifestyle photos of people (even Snapple employees!) who are proud to share their Snapple Side.

Snapple should implement a contest, which allows our fans to release and share their Snapple Side. Instead of “Transformation Tuesday,” we’ll own “Your SnappleSideSunday,” where fans can showcase their Snapple Side...on Sunday...and begin their journey as a contributing part of the Snapple Instagram community. Fans will post 2 photos: one representing life without Snapple and the other to showcase how their Snapple Side comes out with just a pop and a sip of Snapple. The best transformation will win and prizes will vary.

Your SnappleSideSunday Tipsy Bartender Partnership

We also suggest that Snapple collaborate with Instagram pages that have an already established Snapply-ish followings. For example, combining the forces of the “Tipsy Bartender,” (who promotes all brands used to its 1.6 million followers) to create Snapple inspired mixed drinks could be a great start. Snapple is an iconic brand and partnering with other like-minded brands can deliver a powerful presence.

Instagram - What Are We Waiting ForTwitter

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Rather than showing typical 30 second ads that get skipped, Snapple’s YouTube will be more interactive. We will showcase our Snapply side through the Snapple persona videos and engaging the viewer in a Snapple adventure, where the user is led to different places through selecting different content. Pre-roll ads will be unskippable and use Snapple caps and facts (‘popping’ open the bottle or guessing a false Snapple fact) as a Snapply “skip this ad” device.

Snapple isn’t present on Pinterest, but our fans are! Snapple has an opportunity to curate the best Snapple DIY content from other boards under the #YourSnappleSide umbrella and build a Pinterest community around it. Embedding a Pinterest widget on our website will also show our large fan base that a Snapply new Pinterest is available for browsing.

Pinterest - Participate & Curate

YouTube - Time To Get Active

It’s in the name! Snap-chat is a necessary, new platform for us to Snapplize. Our presence and promotions will inspire users to “Snap” #YourSnappleSide.

A Snapple-specific mask filter will utilize Snapchat’s new lens feature. The filter will cover your face with the Snapple Sun, while Snapple bottles circle around you like birds! As an added surprise, when you open your mouth, Snapple Facts pop out. Snapple lenses generate substantial usage and strong engagement.

Snapchat geofilters will allow users to customize their snaps with location-based Snapple Facts.

To reap full benefits from Snapchat, Snapple must create its own account - as only Snapple can. We can post custom, always quirky, Snapple-related content, such as behind the scenes footage and new flavor reveals. The account will also currate and share user-generated content from saved pictures/videos of Snapchat users–we’ll make sure they’re PG!

Snapchat - Go Big, Not Home

Snapple will pop up as a potential match for Tinder users around selected Snapple distribution points. If a Tinder user is lucky enough, a match will be made with a swipe right! Snapple will then send a sweet opening line and a coupon that links with our website. Then users can continue to engage with website content.

Tinder - Participate & Curate

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An important part of Snapple’s NYC heritage is local hand-to-hand selling from vending pushcarts. We recommend taking that further by mobilizing today’s version of the pushcart – Food Trucks – as vehicles (so sorry about that fantastic pun) to activate and satisfy the #YourSnappleSide of consumers on the street. We will partner with the

Association of Food Trucks to select appropriate trucks in our selected markets, ensure they carry Snapple, provide them with beacons, and wrap their trucks with Snapply messaging. Beacons will activate push notifications with Snapple messaging and offers to keep Snapple top of mind, along with Snapply mobilized billboards rolling 24/7.

What, Where, HowLocal Purchase Activation

Push Notifications - From 9 to 10 & 1 to 3Snapply Activation - On Wheels

The key to achieving increased purchase frequency goals in both heartland and non-heartland markets requires an aggressive local activation program. Snapple must be actively present in order to add value at our consumer’s key consideration and purchase moments. Therefore, we recommend geo-location driven programs in identified key markets delivered around peak consumption periods.

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We propose using centralized mobile ad serving platforms (i.e. Local ID) and beacons to deliver push notifications directly to consumer’s fingertips. This approach will saturate the digital environments around cold and warm distribution points (retail outlets/partners, convenience stores, etc), as well as other selected locations (venues, events, arenas, etc) with contextual, timely, hyper-local promotional content, coupons, and offers.

What, Where, HowMeasurementsBased on the campaign results from the last fiscal year, our recommended program is designed to track ROI and

ROE by targeting the following three sections in all 15 key markets nationally, with the objective to:

Increase sales in both heartland and non-heartland markets

We will measure the increase in average purchase frequency: 9 to 10 in heartland

and 1 to 3 in non-heartland.

Measured by:

· Nielsen and other sales tracking resources

· Post-launch sales compared to previous year totals (both by market and nationally)

· Monitoring all digital coupon redemption to gain market share data

Significantly raise top-of-mind awarenessin non-heartland markets

We aim to measure increase of Snapple awarness in consumer RTD tea consideration set (by 5% heartland and 30% non-heartland markets).

Measured by:

· Pre-/post-campaign awareness/attitude surveys to measure consumer perception

· Augmented samples from key market segments to measure consumer awareness

of #YourSnappleSide Campaign

· Pre-/post-campaign focus groups

· Select non-heartland markets to probe for more understanding about brand

perception/personality vs. competitors

Build a community of engaged brand advocates

We will increase and deepen consumer engagement across all owned media

and integrate Snapple into the cultural conversations in the lives of our consumers.

Measured by:

· Google Analytics: website traffic, usage and website registration/profile postings,

increase SEM program effect

· Rival iQ, Sprinklr, Sprout Social: consumer engagement and facilitate

real time conversations

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stStuff OnEarth

BestStuffOnEarth

Engagement

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stStuff OnEarth

BestStuffOnEarth

Brand

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stStuff OnEarth

BestStuffOnEarth

Sales

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Apr

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June

July

Aug

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Sept

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Television

Live Events

Late Night Shows

Other Tv Ads

Radio & Outdoor

Spotify 12 Month

Traditional Radio

Billboards

Digital

Snapchat

YouTube and Hulu

Emoji Dashboard

Blippar

App

Google Cardboard

Social Media

Promotions

Coupons/Offers

Contents & Sweepstakes

Cardboard & Gear

Local Activation

Mobile Push Notifications

Food Trucks

Retail Partnerships

Venue/Event Activations

What, Where, HowMedia Strategy

The recommended plan utilizes a diverse mix of paid, owned, and earned media, supplemented with targeted experiential, promotional, and partnership programs. The plan schedules activity for 12 months,

with heavy-ups in the peak summer selling months and special promotional events and programs.

Our plan allocates heavy-up media expenditures to 15 MSA’s across heartland (3) and non-heartland (12). Utilizing MRI and industry data, non-heartland locations (representing ≈25% of US population) were selected with specific criteria: strong

category development, current BDI potential, Snapple distribution strength, and out-of-home presence potential.

Janu

ary

Febr

uary

Mar

ch

Apr

il

May

June

July

Aug

ust

Sept

embe

r

Oct

ober

Nov

embe

r

Dece

mbe

r

Television

Live Events

Late Night Shows

Other Tv Ads

Radio & Outdoor

Spotify 12 Month

Traditional Radio

Billboards

Digital

Snapchat

YouTube and Hulu

Emoji Dashboard

Blippar

App

Google Cardboard

Social Media

Promotions

Coupons/Offers

Contents & Sweepstakes

Cardboard & Gear

Local Activation

Mobile Push Notifications

Food Trucks

Retail Partnerships

Venue/Event Activations

Seattle

Portland

San Francisco

Los Angeles

Chicago

Indianapolis Columbus

Detroit Boston

Miami

Dallas

Milwaukee New YorkPhiladelphia

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Houston

What, Where, HowBudget Breakdown

In addition to a strong national coverage in television, Snapple’s spending strategy has been crafted to: deliver greater presence in strategic non-heartland markets, create a local market activation impact, increase digital spending across key platforms/social channels, and target the use of promotions and partnerships. Budget allocations are as follows:

Fees 10%

Production 10%

Promo 6%

Radio & Outdoor 2%

TV 44%

Contingency 1%Digitial Radio & Outdoor 1%

Local Activation 5%

Digitial Ads 20%

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CATEGORY $ (IN MILLIONS)Digital 14.0Digital Ads 10.3Local Activation 2.6Digital Radio & Outdoor 0.6Contingency 0.5

Traditional 23.2Radio & Outdoor 1.2TV 22.0

Promo 2.8Production 5.0Fees 5.0

Total 50.0

What, Where, How

Ar AAF ResourcesAd Mall- Experian- HitWise- Nielsen- SRDS-Ad Spender

Secondary ResourcesStatistaComScoreMR! 2015Horizon Media Millennial Segmentation Study, 2014Nielsen 2014 Millennial ReportUSDA Pizza Report, 2014Millennials - Breaking the Myths, 2014Content Marketing: Best Practices Among Millennials, 2014The Digital Consumer, 2015Understanding the Millennials: SDL Customer Research Report, 2014Digital Women Influencers: Millennial Moms, 2014Fast Facts, 2014College Students Own an Average of Seven Tech Devices, 2014Where the Millennials Are, 2011The Mobilization Of The American Mom, 2014Marketing to Millennials: Four Distinct Segments, 2013Mobile Path to Purchase, 2014

Resources & Citations

AAF Resources & Secondary Resources

1. Millennials - Breaking the Myths. (2014). Nielsen.

2. Fromm, J., Lindell, C., & Decker, L. (2011). American Millennials: Deciphering the Enigma Generation. Barkley US.

3. The 2014 Loyalty Report US Edition. (2014, January 1).

4. Understanding Global Millennials: An SDL Customer Research Report. (2014). SDL.

5. Intrepid Millennial Explorers: Changing the Face of Modern Consumerism. (2014). A Millennial Central Report.

6. 2014 Mobile Behavior Report. (2014, January 1).

7. Mobile Path to Purchase. (2014, January 1).

8. Content Marketing: Best Practices Among Millennials. (2014). Yahoo Advertising.

9. Marketing to Millennials (AWG)

10. Industrial Research Institute

11. “The World of Digital Moms” - PunchBowl

12. Millennials & Functional Beverages - FONA

13. Smart Insights - Havas

14. Millennials - Forbes

Works Cited

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What, Where, HowCredits

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Faculty Advisor

Alexandra FriedlCourtney Walters

Consumer InsightsNina Miller (Director)Giulia HaleyJennifer OkoyeMelissa PappasShilpa NageshStanley AcoyYee-Lum Mak

CreativeAbigail Napoli (Director)Juliana Yeh (Director)Ian ParkerLauren WongBrianna Gabriel Michaela BadagliaccaNadine WatarRebecca Sun

Hank Wasiak

Account Coordinators

DigitalTara Lio (Director) Arpine DokuzyanDeborah Ashley HalimiRyan KennedyVanessa Chun

Claire Mirsky (Director)Jonathan Fudem (Director) Hallie MartinJacqueline ThomasKatherine VuongOlivia Taylor-ButlerRachel Hall

Pitch Creative

POEMJai Sidhu (Director) Amy XiaChristine DaveyNatasha FletesRose LureyVictoria SimonsWei-Yun Hu

hoover&shaker

Snapple Plans Book

Marketing

Transcript of Snapple Plans Book