Pop Into Your Snapple Experience

Embolden Communications

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Contents

Key Problem 1 Executive Summary 2 Current Campaign Vision 2 Objectives 3 Competition 4 Meet the Millennials 5 Meet Austin 6 SWOT 7 Big Idea 8Media Rationale 9 Market Areas 10Media Schedule 11Creative 13Evaluation 23Our Agency 24

Embolden Communications intends to position Snapple as a fun, youthful drink that you just have to, “pop your top off” in order to enjoy. Our advertisements aim to capture our target which includes not just individuals in the age range of 21 to 38, but also those who have a youthful mindset. The tag line, “Pop Your Top Off” will be used across all mediums to emphasize that Snapple is not just a drink, but it’s an experience to enjoy and to enjoy that experience it’s as easy as popping off your top. Our campaign will reach our target market through highly digital based advertisements while using some of the traditional medias. With this approach we hope to reach a marketing goal of increasing sales by 5%, while creating 75% brand awareness and maintaining our, “drink of choice” stature in the heartland.

In the Heartland there is high brand awareness, almost half of the annual volume being from the Heartland, but our intention is to expand brand awareness and brand loyalty across the nation while continuing to build strong consumer affinity in the Heartland. The majority of light users reside outside of the Heartland, so we want consumers to try Snapple in order to grow volume, while promoting current heavy users in the Heartland to increase their purchase frequency.

Key Problem

EMBOLDEN COMMUNICATIONS

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Snapple is a premium tea and juice brand born in New York City and is the drink of the heartland, but aiming to be everyone’s drink of choice. Snapple is currently sold through its Direct Store Delivery system and Warehouse Direct delivery system supported by twenty-one manufacturing centers with more than a hundred and fifteen distribution centers. Our mission is to emphasize that Snapple is a premium tea and juice that is fun, quirky with the idea that you can just have to “pop your top off” to enjoy a Snapple drink. Consumers should always choose Snapple as their drink of choice because with each Snapple consumers are able to have their own Snapple experience.

Company Vision

“At Dr. Pepper Snapple Group, it is our vision to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun, and flavor for generations, and our sales are poised to keep growing in the future”

Current Campaign Vision

New York appeal: “That happens to be where our most passionate fans are, and we thought what we would like to do is tap into the passions those fans have and the love they have for Snapple and have them share that with the rest of the world.” - Marketing Director Brent Chism.

Executive Summary

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Campaign Objectives -

1. To increase Beverage Market share by 5%

2. To sell over 20,000 cases

3. Use reminder advertisements to Heartlanders to stay in top of mind brand awareness

4. Use new social media marketing to become top of mind awareness to non-heartlanders

5. Create awareness in non-heartland states

6. Increase purchase frequency to 3x per year in light users

7. Minimize current backlash from #lovesnapple

8. Raise awareness to breast cancer-support/donate

9. Hold focus groups to improve product lines

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• Leading competitor selling 3.5 times more than Snapple• Decreased sales by .2% the past year• 99 cent price printed on the can to avoid retailer inflation• Shies away from traditional media• Has an active social media presence• Expanding into coconut water and malt beverage markets

• Second to Arizona selling half as much• Increased sales by 13% in the past year• World’s best-known, and best-selling branded tea• Advertised by Unilever agency• Holds a partnership with PepsiCo. • Uses television ads, used the Muppets in 2014 as a commercial

during the Oscars

• Owned by Coca-Cola• Has around 7% of the market share• Launched in 2008• In 2014, spent the most ever on media including a commercial

ran on National TV• Authentic home brewed taste provides feelings you get from the

comfort of home• 30% of all dollar growth in the ready-to-drink tea category in 2014

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• Millennials ages 21-38• Prefer drinks that are healthier than soda• Grew up in online, electronic and socially-network filled world• Generation that received the most marketing attention• Most ethnically diverse generation• Tend to be tolerant of difference• Seen as more optimistic about the future of America • Risk takers who try new things • Enjoy sharing experiences through social media • Active, busy lifestyles attending school and working part time• Reside in big cities across the U.S.• Prefers a grab-and-go drink that comes in many flavors

MEET THE MILLENNIALS

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Austin King is a 22-year-old business student at

the University of California, Los Angeles.

He lives a very active, busy lifestyle working part

time at the University bookstore while going to school

full-time and tries to stay involved on campus by

going to events hosted by the student organizations

he remains active in. He tries to live a healthy

lifestyle by exercising at least three times a week

and choosing beverages made from all-natural ingredients. In his spare time, he enjoys following

and interacting with his favorite brands on social media and hanging out with his friends.

MEET AUSTIN

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• Strong market position built on strong brand portfolio

• Strong focus on research and development

• Wide geographic manufacturing and distribution coverage

• Focus on sustainability initiatives

• Growing low-calorie and diet flavored soft drinks market

• Expansion through acquisitions and partnerships

• Excessive dependence on few market players

• Fourth largest brand in tea and juice category

• Non-Heartland user percentage is low

• Intense competition

• Proposed tax on the consumption of sugared soft drinks

• Increasing labor wages in the U.S.

Strengths

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Weaknesses Opportunities Threats

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Pop Your Top Off

Embolden Communications

BIG IDEASnapple is not just a drink, it’s an experience to enjoy. With Snapple you’re able to quench your thirst with the choice of an abundance of flavors, each providing its own experience whether you’re on the go or having a relaxing lunch in the park. Enjoying that experience is as easy as popping off your top. So, Pop Your Top Off. Anytime. Anywhere.

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1 year campaign with a 50 million dollar budget Highly digital campaign consisting of: • Paid Media Cable/Digital • Internet Advertising • Mobile Advertising • Transit • Outdoor • Online Radio • Social Media • In-store Promotions • Owned Media • Sponsorship

Media 25% on traditional

63% on digital

5% contingency

MEDIA RATIONALE

Our media plan targets our target market through the media platforms we consider they use the most. We have balanced our media platforms to reach the market in digtial, traditional, and through a sponsorship. Our media plan will focus on the high traffic moments for each respective platform throughout our year campaign. Each media platform will generate the neccessary reach and frequency to raise awareness of the Snapple brand outside of the heartland, and remain in top of mind mindset within the Heartland.

7% on sponsorship

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1 year campaign with a 50 million dollar budget Highly digital campaign consisting of: • Paid Media Cable/Digital • Internet Advertising • Mobile Advertising • Transit • Outdoor • Online Radio • Social Media • In-store Promotions • Owned Media • Sponsorship

11. Phoenix, AZ12. Detroit, MI 13. Grand Rapids, MI14. Kalamazoo, MI 15. Seattle, WA16. Minneapolis, MN17. Miami, FL18. Ft. Lauderdale, FL19. Denver, CO20. Cleveland, OH21. Akron, OH22. Orlando, FL23. Daytona Beach, FL24. St. Louis, MO25. Pittsburgh, PA26. Portland, OR27. Indianapolis, IN28. San Deigo, CA29. Nashville, TN30. Columbus, OH31. Milwaukee, WI32. Cincinnati, OH33. Austin, TX34. Las Vegas, NV35. Dayton, OH36. Richmond, VA37. Louisville, KY38. San Antonio, TX39. Birmingham, AL40. Salt Lake City, UT41. Colorado Springs, CO42. Virgina Beach, VA43. Buffalo, NY

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Targets

We will use markets that consist of highly populated

major metropoltain areas. We chose our top markets with the following

considerations:

• Top public transportation markets• Cities with a high BDI for tea and

juice drinks• Outside of the Heartland

• Popualtion

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Map of United States markerts for each location

1.New York, NY 2. Los Angeles, CA 3. Chicago, IL 4. Philadelphia, PA 5. San Francsico, CA 6. Dallas, TX 7. Boston, MA 8. Atlanta, GA 9. Houston, TX 10. Tampa, FL

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LEDITIGAL Streaming ServicesYoutubeHuluAmazon Prime CrackleFox NowABC NowFXX NowThe CWNBC NowStreaming RadioPandoraSpotifySoundcloudIHeartRadioInternet Banner AdsYoutubeHuluAmazon PrimeCracklePandoraSpotifyYahooYahoo SportsESPNSports IllustratedFox SportsRedditEbayYelpPerezhiltonCNNMTVBuzzfeedElite Daily

MEDIA TIMELINE JAN | FEB | MARCH | APRIL | MAY | JUNE | JULY | AUG | SEPT | OCT | NOV | DEC

DEC | NOV | OCT | SEPT | AUG | JULY | JUNE | MAY | APRIL | MARCH | FEB | JAN MEDIA TIMELINE

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CONTINUEDMobile Advertising

PandoraSpotify

SoundcloudIHeartRadio

Candy CrushWords with Friends

Travia CrackSocial Media

FacebookTwitter

InstagramPineterest

Google PlusVine

Owned MediaFacebook

TwitterInstagram

Vine

TRADITIONALTransit

Posted DMA cities Outdoor

Posted DMA city billboards

SPONSORSHIPBottle Top Donation

CONTIGENCY

MEDIA TIMELINE JAN | FEB | MARCH | APRIL | MAY | JUNE | JULY | AUG | SEPT | OCT | NOV | DEC

DEC | NOV | OCT | SEPT | AUG | JULY | JUNE | MAY | APRIL | MARCH | FEB | JAN MEDIA TIMELINE

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To reach the target market through their social channels, we will highlight thirty-second spots (pre-recorded ads for paid media cable/digital), create pins for Pinterest (outfits to wear while drinking Snapple), ads on Facebook, promoted tweets on Twitter, and promoted images on Instragram.

CREATIVE

Snapple

She showed me hers so I showed her mine and popped the question. Use #PopYourTopOff and show her the real facts.

Social Media

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We will have banner ads on YouTube, Hulu, Pandora, Yahoo, Ebay, Yelp, Perezhilton, and CNN to name a few. The ads will be animated and change upon hover.

Internet

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We will produce multiple thirty second spots using elaboration and creativity to air on YouTube, Hulu, and other network streaming services to reach users watching related video and programming online or via mobile application.

WIDE SHOT OF GUY CHECKING OUT GIRL IN BUSY CITY

SFX: MUSIC UNDERCARS HONKING, TIRES SCREECH-ING, HIGH HEELS CLACKING

GUY: “Hey, pop your top off!”

CUT TO MEDIUM SHOT OF GIRL LOOKING DISGUSTED

SFX: MUSIC UNDER

GIRL: “Excuse me?!”

CUT BACK TO MEDIUM SHOT OF GUY HOLDING SNAPPLE DRINK

SFX: MUSIC UNDER

GUY: “I’ll show you mine, if you show me yours.”

CUT TO WIDE SHOT OF GUY POINTING AT HER SNAPPLE DRINK

SFX: MUSIC UNDER

CUT TO MEDIUM SHOT OF GIRL LOOKING CONFUSED

SFX: MUSIC UNDER

CUT TO MEDIUM SHOT OF GIRL HOLDING HER SNAPPLE LOOKING EXCITED

SFX: MUSIC UNDER

GIRL: “Ooooooh, okay!”

CUT TO CLOSE UP OF THE GIRL AND GUY SHOWING EACHOTHER THEIR SNAPPLE FACTS

SFX: MUSIC UNDER

CUT TO CLOSE UP OF SNAPPLE BOTTLE WITH THE WORDS “POP YOUR TOP OFF” COMING OUT OF THE TOP

SFX: SNAPPLE TOP POPPING OFF

WIDE SHOT OF GUY AND GIRL KISSING IN BEDROOM SFX: SOFT MUSIC PLAYING

ZOOM IN GUY WHISPERS IN GIRLS EAR: “Pop your top off” SFX: MUSIC UNDER

CUT TO MEDIUM SHOT OF GIRL STANDS AND TAKES OFF HER SHIRT SFX: MUSIC DRAMATICALLY STOPS

PAN TO GUY LOOKING AT GIRL CONFUSED

GUY: “Uhhh.... That’s not what I meant”

PANS TO GIRL GUY HANDS GIRL SNAPPLE GIRL HOLDS UP SNAPPLE WITH CONFUSED LOOK GIRL: “You want me to pop this top off?”

PANS TO GUY SMILING AWKWARDLY ANd SHAKING HIS HEAD YES GUY POPS TOP OFF HIS SNAPPLE SFX: UPBEAT MUSIC

GUY HOLDS OUT HIS SNAPPLE CAP

GUY: “Get the real facts” SFX: MUSIC IN BACKTROUND

CUT TO CLOSE UP OF SNAPPLE BOTTLE

GUY: “Popping off your top has never been easier” SFX: SNAPPLE TOPS POPPING OFFMUSIC IN BACKGROUND

Cable/Digital

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WIDE SHOT OF GUY CHECKING OUT GIRL IN BUSY CITY

SFX: MUSIC UNDERCARS HONKING, TIRES SCREECH-ING, HIGH HEELS CLACKING

GUY: “Hey, pop your top off!”

CUT TO MEDIUM SHOT OF GIRL LOOKING DISGUSTED

SFX: MUSIC UNDER

GIRL: “Excuse me?!”

CUT BACK TO MEDIUM SHOT OF GUY HOLDING SNAPPLE DRINK

SFX: MUSIC UNDER

GUY: “I’ll show you mine, if you show me yours.”

CUT TO WIDE SHOT OF GUY POINTING AT HER SNAPPLE DRINK

SFX: MUSIC UNDER

CUT TO MEDIUM SHOT OF GIRL LOOKING CONFUSED

SFX: MUSIC UNDER

CUT TO MEDIUM SHOT OF GIRL HOLDING HER SNAPPLE LOOKING EXCITED

SFX: MUSIC UNDER

GIRL: “Ooooooh, okay!”

CUT TO CLOSE UP OF THE GIRL AND GUY SHOWING EACHOTHER THEIR SNAPPLE FACTS

SFX: MUSIC UNDER

CUT TO CLOSE UP OF SNAPPLE BOTTLE WITH THE WORDS “POP YOUR TOP OFF” COMING OUT OF THE TOP

SFX: SNAPPLE TOP POPPING OFF

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Billboards on all of the major highways within major metropolitan areas.

Outdoor

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Taxi toppers and bus stop advertisements within major metropolitan areas including Los Angeles, Chicago, and New York.

Transit

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As the target market is constantly connected to their music, we will run fifteen second online and mobile application radio advertisements on Pandora, IHeartRadio, Spotify, and Soundcloud.

Online Radio

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As the target market is constantly connected to their music, we will run fifteen second online and mobile application radio advertisements on Pandora, IHeartRadio, Spotify, and Soundcloud.

Breast Cancer Foundation and pink tops that are popped Snapple donates 10 cents, monitored by sales of that packaging.

Sponsorship

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During the three months of our sponsorship we will be replacing our standard advertisements for outdoor billboards, transit, and internet banner ads. This will increase our reach as we partner with National Breast Cancer Foundation.

Sponsorship

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We will highlight our thirty second spots, fifteen second spots, post pictures, hold contests on Facebook, and highlight hashtags on Twitter and Instragram.

Owned Media

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EVALUATION

• Beverage market share will increase by 5%

• Sold over 20,000 cases

• Snapple will remain or enter top of mind awareness

• Purchase frequency will have increased to 3x per year in light users

• Backlash will have been minimized or eliminated from #lovesnapple

• Focus groups will have caused improvement in product lines

One Year Later...

By progressively moving focus from outside of the Heartland we can move Snapple into the evoked set of consumers across the United States. With a highly digital campaign, and by taking a creative risk, we can effectively target the Millinneal consumers and have everyone across the nation popping off their tops.

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YSources

http://0-advantage.marketline.com.libcat.ferris.edu/Product?pid=C8D5F114-1FD8-4294-96A1-2F1578F87328&view=SWOTAnalysis

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https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple http://www.consumeraffairs.com/entertainment/snapple.html 2015-2016 NSAC Snapple Case Study

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