The Ask 4Primarily Speaking 5Perception Problems 6Messaging Mix-Ups 7Social Snafus 8Target Audience 9Creative 10Creative Strategy 11Social 12Spotify/Snapchat 13Digital 14Website Takeover 15Print 16Out of Home 17TV 18Summer Road Trip 19Heartland PR 2045 Birthday 21Website Redesign 22Schedule 23Spending 24Evaluation 25References 26

Executive SummaryTable of Contents

You wouldn’t buy someone a Snapple without getting to know them first, right?

We made it our mission to get to know you – really, really, know you. An exploration team formed the foundation, spending months diving head-first into all things Snapple.

Reconvening after a much needed break, we had an all-hands meeting with Research, Media, and Creative teams. After nearly memorizing your brief, our exploration team snapped us back to reality with some facts. For 3 hours we deliberated and discussed a course of action. Six-teen students, 4 nervous break-downs, 25 evenings past 9:30pm, 4.6 quarts of tears, and 1 broken Snapple bottle produced a book made from The Best Stuff on Earth.

The Ask

Key FindingsBased on extensive primary research, we boiled down obstacles that Snap-ple will face in the coming years. By attacking these three issues, Snapple will be able to remain relevant and engage the target audience in an ev-er-changing and dynamic environment to achieve its goals.

PerceptionAriZona owns convenience and value while Lipton owns top of mind awareness. Our tar-get is unable to identify what the Snapple brand stands for. While still considered a premi-um product, Snapple’s unaid-ed recall is considerably less than that of a premium bever-age.

SocialSocial media is not a novelty anymore. It needs to be an experience that engages the broad strategy and encourag-es two-way communication and shareable content.

MessagingThe Snapple of yesteryear was celebrated for its quirky tactics and outspoken brand voice. While “Best Stuff on Earth” is still remembered, it pales in comparison to the snap of the cap, the glass bot-tle and the facts on the cap.

Heartland: Grow heavy user purchase frequency from 9x to 10x per year Non-Heartland: Grow light user purchase frequency from 1x to 3x per year

Grow brand relevance and top-of-mind awareness by shifting what we say, who we say it to, and how we say it.

4

AGES SURVEYED

18-2555%

26-3519%

77% IN THE TARGET RANGE YOU GAVE US

46-559%

8%

36-459%

UNDISCLOSED

69%FEMALE

28%MALE

*3% Chose not to identify

SOUTH SOUTHWEST

UPPER WEST COAST

LOWER WEST COAST

MIDWEST

MID-LOWER EAST COAST

UPPER EAST COAST/NEW ENGLAND

7%

47%

3%5%

72%

4%

5%

40% STUDENTS

38%EMPLOYEDFULL TIME

30 Interviews

623 Responses1 Focus Group68 Store Visits

1 Taste Test

Primarily Speaking...

623 QUALTRICS SURVEY RESPONSES

FROM SEA TO SEA

5

Perception Problems Explained

Respondents love the pop of the cap, the Snapple fact, and think the beverage is refreshing. Forty-two percent of millennials are willing to pay more for foods that are made with all-natural ingredients (1,2). Snapple’s product is not the issue. So what’s the deal?

People seem to have forgotten about Snapple’s peachy, fact-filled fun side. Consumers fondly remember experiential features of Snap-ple such as the bottle, the cap, and the facts. Snapple competes in a market where it truly is an original product; however, the uniqueness of the packaging has not been uti-lized enough to generate top of mind awareness in the bev-erage category (1).

Snapple seems to have lost touch with its roots in the eyes of the consumer. Once a vibrant, relatable brand, Snap-ple has drifted off the radar for younger consumers. Snap-ple’s brand voice has become so faint that millennials miss it.

OPPORTUNITY:SNAPPLE CAN OFFER A RE-LEASE FROM

STRESS

YOU THINK OF ICED TEA?"T BRAND COMES TO MIND WHEN "WHA

ELPPANSDIAS

AETSENDIAS

20.5%

%21.7

ANODIAS NTOASZIRA27.5%

PILDI65.7%

“Snapple is this slightly quirky, slightly different kind of drink. Seeing other people drink it would just remind me. Like oh yeah, this exists.” - Jane, 22

6

“The Best Stuff on Earth” doesn’t quite mean what it used to. Unhealthy foods and beverages have fallen victim to a more health conscious consumer. However, 18-35 year olds are willing to forgo nu-trition in lieu of convenience. Over 60% of respondents from our primary research believe they are “unique”, and over 80% say they “like to reward themselves”(3). They are a stressed out generation, giving Snapple an opportunity to be a ray, of sunshine (2).

69% of millennials are stressed about their health and are more stressed, anx-ious, and depressed than any generation before (2). Snapple has an opportunity to tap into psychological health benefits by offering an opportunity to break away, even if only for a moment, from their mundane, stressful daily routines.

While focus group re-spondents fondly remember Snapple, more than “The Best Stuff on Earth”, the fact, the cap snap, and the glass bottle are the most salient features that spark connection and desire with the brand. This finding is a clue to bringing back the quirky, cult follow-ing Snapple once fostered by positioning the beverage as a respite from seemingly endless moments of micro-boredom.

Messaging Mix-Ups Digested

OPPORTUNITY:TWIST, POP, LEARN. OWN

THIS, OWN THE CONVERSATION

"WHEN I SAY SNAPPLE, THE FIRSTTHING YOU THINK IS..."1

3

4

SNAPPLE FACT

SNAP OF THE CAP

“THE BEST STUFF ON EARTH”

>10%

36.1%

24.7%POP!

2 GLASS BOTTLE 36.1%

“[AriZona is] cheap and tastes good for what you’re paying. We know it’s bad for you, but enter into that because it’s cheap. Arizona gives you more.” - Danielle, 20

7

Everyone and their dog has a Twitter page these days, but unlike Fido, when Snapple speaks, people take note. With Twitter’s 10th birthday come and gone, brands now have to navigate a complex landscape littered with fallen platforms by taking calculated risks on content. The reward for such nimble and ephemeral com-munications is the ability to reach consumers on their own terms, in organic ways.

Successful competitors in the tea and juice category are utilizing social media, and shaping messaging specifical-ly for the portion of the target respective platforms reach. The best content lives natural-ly within the environment of

the social media - short and graphic scenes on Instagram and organic, candid moments on Snapchat for example.

Micro-Boredom, (see side bar) is the enemy Snap-ple can fight, both actually and virtually.

Social Snafus Sniffed Out

OPPORTUNITY: TALK TO THE

AUDIENCE HOW THEY WOULD

TALK TO THEIR FRIENDS

Micro-Boredom/’mīkrō bôrdəm/

1. An affect of frequent mobile phone usage which decreases the threshold of inactivity, causing the inability to enjoy the slight of a moment due to a persistent need for stimulation.

Usage: Look another 18-34 year old with micro-boredom (12)

8

Primary: ME-llennial Secondary: Brogramer Our primary target is women aged 18-35 (ME-llen-nial) and make up 29% of the millennial audience. They are often in school or freshly grad-uated and entering the job market. Despite their low in-come, this group makes up a 200 billion dollar buying pow-er (10). The me-lennial values originality, but isn’t quite orig-inal herself (2). These are the women who in their quest for their own identity shop at the same store as everyone else and post inspirational insta-grams in the hopes of becom-ing famous. She obsesses with becoming a unique person but is swept up into the sea of women that are exactly like them. She is a cautious con-sumer who is critical of brand perception.

“The responses of Millennial females seem to indicate greater anxiety and stress: among the leading values that they said had become more import-ant over the past two years were dis-connecting and unplugging, fitness, and simplifying.” (4).

The Brogramer is pre-dominantly male, and makes up 13% of the millennial buying power (3). Brogamers have an above average income for the millennial audience and are considered tech trend-set-ters. They value authenticity and originality but unlike the me-lennials, these men are tru-ly original. These are the men that engage with the brand, as a quirky way to connect with other people they like or are interested in(14).

9

Moments of boredom infiltrate our daily lives, torturing minds which plead for excitations

and only Snapple can Shatter the Moment.Video link password 444snapple

10

Executions

Tone

Guiding InsightCreative Concept: Shatter the Moment

Research shows that the target market is stressed, yet still encounter moments of micro-boredom. The target is constantly looking for ways to provide an ephemeral release. Snapple has an opportunity to be a part of that experience by reminding the target they help change any moment.

Our concept reminds the target when they encounter stressful, mundane, or boring moments to grab a Snapple, and not just because of what’s in the glass bottle, but because of what the brand promises…an opportunity to shatter any moment with a fun, quirky fact/experi-ence/sip. Whether you are gearing up for a long study session, a traffic-filled commute, or even a nerve-racking first date, Snapple is there to shatter mo-ments of micro-boredom like no other refreshing ice tea brand can.

The campaign uses a humorous, but empowering tone. The target wants to take control of boring situations, and Snapple can help them by providing fun distractions. It is important that the “shattering” moments actually be quite real and believable moments. This playing off of the word “shatter” with “nice, little moments that are true and more interesting” gives the campaign a truth the audience will believe.

The campaign will integrate the “Shatter The Moment” theme into all creative executions by talking to the audience where they en-counter moments of micro-boredom. Addi-tionally, our social media strategy prompts Snapple drinkers to share their own Snapple moments.

Creative Strategy

11

4% $1,800,000

Social Media

Twitter

Facebook

Brand The hashtag #Snapple-Moment will be used to gen-erate buzz around the brand. Elevating Snapple on social allows interaction with target markets, reinforcing affinity and top-of-mind awareness.

PR Snapple will leverage geo-targeted posts that will reach target audiences in areas close to promotional events. This will generate im-pressions beyond the physical location and encourage cre-ation of user generated con-tent.

Video Social media video promoted posts will be used to drive engagement among our target, consistent with TV, Hulu, and Youtube video ads. TV alone is not enough; stud-ies show that extending video content to social channels el-evates top-of-mind awareness especially among our target who consume media on multi-ple screens.

4% $1,800,000

1 2 3 4 65 7 8 9 10 11 12

12

Spotify/Snapchat

Skewed toward the summer months, when our target is rocking out in the heat, we will use Spotify to connect with millennials, 72% of whom use the platform. Through sponsored sessions, we will offer our target a moment (30 minutes) of ad-free listening, resonating with summer vibes and late night jams

More than 60% of U.S. 13 to 34 year-old smartphone owners use Snapchat. Using Snapchat filters and nation-wide Daily Live Story Take-overs, Snapple will reach our target audience in an ever growing platform, allowing for high impact reach. Snap-ple will use Snapchat during summer events by providing fun pertinent facts.

1 2 3 4 65 7 8 9 10 11 12

1% $750,0002% $1,000,000

Pre Spotify Ad

Post Spotify Ad

Snapchat

15 Second Spotify Spot

Narrator (4 sec.)Fact #102, Cows produce

more milk when they listen to music.

SFX (3 sec.) Snapple cap pop

THENSnapple bottle pour

Narrator (8 sec.)Snapple brings you endless facts and 30 minutes of ad free streaming. So jam out, tap the cap, get the facts, and Shatter the Moment.

13

Post Scroll

Pre Scroll

Digital

1 2 3 4 65 7 8 9 10 11 12

Programmatic is transforming the digital advertising landscape, as 83% of all digital display buys are predicted to be programmatic by 2017. Real-time bidding allows brands to reach the right person, with the right message, at the right time. Utilizing the ability to micro-target our audience segment, we can embrace cross-screen advertis-ing. Our digital displays will reach the target as they navigate dense content, such as Bloomberg, Huff-ington Post, and Wall Street Journal, breaking up the monotony of bland copy with a reminder to Shatter the Moment, and break the cycle of mi-cro-boredom.

4% $2,000,000

14

Easybib Website Takeover

1 2 3 4 65 7 8 9 10 11 12

Easybib.com is a hub for students, offering a citation generator for students work-ing on papers. Easybib.com will extend our campaign beyond summer months utilizing fi-nals season with a nationwide homepage takeover October through December when im-pressions are highest, averag-ing 13 million per month. Snap-ple can remind students to take a moment and drink a Snapple.

4% $2,000,000

Spending

15

Spending

Print

1 2 3 4 65 7 8 9 10 11 12

Print offers Snap-ple the opportunity to connect with the target in a tactile and real way. While our target val-ues digital experienc-es, print ads are able to capture the target’s attention and are more engaging than screen ads (13). Print will allow Snapple to leverage a traditional media as a facet of a comprehen-sive campaign that lives in physical and virtual worlds.

3% $1,254,852

Consecutive right-hand pages for engaging print experience.

“With all the money doctors make, you’d think they’d have more comfortable chairs.”

SHATTER THE MOMENT #snapplemoment

THE LONGEST SNEEZING

SPREE LASTED 978 DAYS. FACT #1032

1

2

“What’s the word count?”

SHATTER THE MOMENT #snapplemoment

THE LIBRARY OF CONGRESS

HAS 600 MILES OF SHELVES. FACT #299

1

2

“Are we there yet?”

#snapplemoment

SHATTER THE MOMENT

HYBRID CARS PRODUCE UP

TO 75% LESS POLLUTION

THAN OTHER VEHICLES

FACT #709

1

2

16

Out of Home: West Coast

Out of Home: Heartland

1 2 3 4 65 7 8 9 10 11 12

For the Non-Heartland, specifically the West Coast, Snapple will place itself along two major highways in California, the L.A. portion of the 405 and the Pacific Coast Highway in the Northern California. The 405 offers a large number of impressions, and will encourage the L.A population to take a Snapple moment while stuck in the infamous 405 traffic jams. In the Pacific Coast Highway, Snapple will complement the getaway experience that this highway offers.

For the Heartland, we will run a focused New York City Out Of Home experience by taking over Metro transit in order to catch our on-the-go target. Additionally, billboards will be placed throughout the city to remind people that Snapple owns summer. This allows us to let people living in NYC, know how Snapple can change the mood and Shatter the Moment in the city that never sleeps, even when the most persistent micro-boredom strikes.

7% $3,300,000

9% $4,335,000

Consecutive billboards

Hypnotic Swinging Cap

Out of Home

17

TV and Extensions

Placing Snapple on national networks will reach our target with innovative messaging on a traditional platform. Seventy-six percent of people 18-25 watch TV at least once a week, and the key to success is network and programming choice. NBC is the logical network, as it is the most popular among 18-34 year olds (16). Our spots will be able to leverage the relaxing moments that TV provides, with the universal truth of “micro-boredom,” telling viewers to Shatter the Moment. With NBC being home to 4 out of the top 5 rated programs such as The Voice, Little Big Shots, and Undateable (16), Snapple will be able to cast a wide net to a receptive audience. And since TV commercials can be thought of as micro-boredom themselves, our ads will ask users who are likely already multi-tasking with a second-screen to share their “Snapple Moment” via social media using the hashtag #SnappleMoment.

1 2 3 4 65 7 8 9 10 11

27% $13,500,000

2%$1,000,000

2% $1,000,000

12

Hulu will reach our target during times of entertainment when they are susceptible to media. This calls them to snap out of it and Shatter the Moment.

YouTube has 1 billion users, with over 4 billion videos viewed per-day. Pre-roll ad will boost the campaign in reach and frequency.

18

Clickable linkPasswored 444snapple

Summer Road Trip (National PR)

1 2 3 4 65 7 8 9 10 11 12

18% $8,750,268

Tea drinkers are more likely than non-tea drinkers to lead adventurous lives (27% vs. 17%)(15). Addition-ally, tea drinkers compared are more interested in trav-el abroad (15). To target these traveled tea-drinkers, we are proposing a nation-wide summer promotional effort. Snapple will visit 45 different sites that could use a “Snapply” moment. Thirty-five of which include America’s strange road-side attractions. The other

ten will include America’s 10 most boring cities. This road trip will not only bring moments of excitement to these equally strange and boring locations that could use a little Snapple joy, but it will also offer a refill sta-tion. Bring a reusable bottle. Bring a sippy cup. Bring your grandma’s vase that you recently inherited. Bring any container, and we’ll “Shatter the Moment” by refilling it with Snapple.

19

Heartland PR Promotional

Uber Snapple Cap Drum

Uber Italian Ice Stand

1 2 3 4 65 7 8 9 10 11 12

In a partnership with Uber, Snapple will place a modified elec-tronic drum-pad in the back seat of 100 Uber cars. The “Shatter the Moment” drum machine will let rid-ers utilize the Snapple cap to make music. Riders will then be able to record their creations and share them on social media right from the drum device using the hashtag #SnappleMoment. Snapple will generate buzz in response to Uber riders after they upload their Snap-ple cap beats, and leverage the content in future communications across social platforms. Snapple will create limited time Italian ice flavors that help beat the heartland heat. These stands will be placed outside of locations that could use moments of joy, such as NYC’s Wall Street, DMV, even the long waiting line out-side the original Magnolia Bakery in Greenwich Village. Snapple brings moments of joy through delicious, refreshing Italian ice during the hot month of June, and reminds Heart-land Snapple drinkers why they love Snapple, in a bottle or on a spoon.

2% $1,000,0003% $1,750,000

20

Heartland 45th Birthday PR

In celebration of Snapple’s 45th anniversary, Snapple will host celebration parties throughout different bars in the heartland, includ-ing NYC, Boston and Phila-delphia. These bar takeovers will showcase a list of Snap-ple-infused mixed drinks and take place every weekend in the month of July. We will showcase a range of coasters that include a fact that took place during 1972, Snapple’s birth year, with the hashtag #SnappleMoment. Our media

1 2 3 4 65 7 8 9 10 11 12

21

To help remind the heartland that we love them just as much as they love us we will be creating collectible coasters. On the front we will have a spin-ning wheel of different Snapple Juice drinks combined with alcoholic drink mix suggestions that we found from pop-ular drink recipe web-sites.

2% $1,005,000

spend takes into account pro-duction cost, while our paid social has been factored into our overall social media bud-geting in the respective plat-forms to promote this event throughout the heartland.

Website Redesign

In order to make a full cross-platform campaign,we integrated our “Shatter the Moment” design concept. We connected our hashtag, #SnappleMoment, with content remind-ing users to take advantage of Snapple’s shattering power in moments of boredom. 1 2 3 4 65 7 8 9 10 11 12

7% $3,654,880

22

Schedule

1 2 3 4 65 7 8 9 10 11 12

TV

Traditional

Magazine

OOH

Heartland (Transit/Billboard)

West Coast Highway

Digital

Youtube

Hulu

Spotify

Easybib

Programmatic

Social

Facebook

Twitter

Instagram

Snapchat

Public Relations

45th Birthday Bar Takeover

Italian Ice Stands

Uber Cap Drums

Summer Road Trip

23

Spending Breakdown

24

4% $1,800,000

4% $1,800,000

1% $750,000

2% $1,000,000

4% $2,000,000

7% $3,654,8802% $1,005,000

2% $1,000,000

3% $1,750,000

4% $2,000,000

18% $8,750,268

27% $13,500,000

2%$1,000,000 2% $1,000,000

7% $3,300,000

9% $4,335,000

3% $1,254,852

Rounded percentages total over 100%, budget breakdown does not exceed 50 million.

Evaluation and Measurement

25

1,781,888,045Impressions

Campaign EvaluationThe Shatter the Moment campaign will drive mil-lennials to interact and break out of micro-bore-dom and build Snapple’s case volume in both the heartland and non-heartland.

Heartland• We will track social media and public reaction

mentions on our out of home and events.• We will track case sales in NYC as they spread

out to the rest of the heartland.

Non-Heartland• Like the heartland, we will monitor case sales,

social media activity, and #snapplemoment traffic.

• Our campaign leads up to the summer of the 45th anniversary and makes sure #snapple-moment is heaviest in areas where we most want to impact sales.

• We will monitor the use of out of home bus shelters and their interaction with audience.

• We will be monitoring web banner and radio interaction across all accessible platforms.

• Case volume will be aligned with media and social media spending to maximize ongoing results.

References

26

1. Ellet, J. (2014, June 5). Nestea Plunge Makes A Comeback To Revi-talize The Tea Brand. Retrieved from http://www.forbes.com/sites/johnel-lett/2014/06/05/nestea-plunge-makes-a-comeback-to-revitalize-the-tea-brand/#79b3aaa47fe8 2. Harris Poll, Allidura, & GSW. (2014, October). Millennial Mindset: The Wor-ried Well (Rep.). Retrieved from http://allidura.com/downloads/141020_millen-nial_report.pdf 3. Barton, C., Fromm, J., & Egan, C. (2012, April). The Millennial Consumer: Debunking Stereotypes(Rep.). Retrieved from https://www.bcg.com/documents/file103894.pdf 4. Barton, C., Koslow, L., & Beauchamp, C. (2014, January 15). How Millennials Are Changing the Face of Marketing Forever. Retrieved February 22, 2016, from https://www.bcgperspectives.com/content/articles/marketing_center_con-sumer_customer_insight_how_mil-lennials_changing_marketing_forev-er/?chapter=3 5. Donnelly C., Renato S. (2013) Who are the Millennial shoppers? And what do they really want? Retrieved from http://

www.accenture.com/us-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail.aspx 6. Bruhn et al., 2012. Are social media replacing traditional media in terms of equity creation? Management Re-search Review, 35(9), pp. 770-790) 7. Yahoo Content Marketing Ingestion Study (2013, April). Content Marketing Best Practices Among Millennials. Re-trieved from http://advertising.yahoo.com/contentmarketing. 8. Johnson, C. Y. (2008, March 09). The Joy of Boredom. Retrieved March 18, 2016, from http://www.boston.com/bos-tonglobe/ideas/articles/2008/03/09/the_joy_of_boredom/?page=full 9. Mediamark University Reporter. Me-diamark Research, Inc. (Spring 2014). Report: Beverages - Ready to Drink Iced Tea. Retrieved March 6, 2016 from MRI Mediamark database: https://www.gfkmrismartsystem.com/Univer-sityReporter/Report.aspx 10. Schawbel, D. (2015, January 20). New Findings About The Millennial Consumer. Retrieved March 10, 2016, from http://www.forbes.com/sites/

danschawbel/2015/01/20/10-new-find-ings-about-the-millennial-consumer/#-56fea32f28a8 11. What Marketers Don’t Already Know About Millennials: Media Habits Don’t Change As They Age Turner Broadcast-ing says. (2016, January 14). Advertising Age. Retrieved from http://adage.com/print/302139 12. http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ 13. http://www.neurosciencemarketing.com/blog/articles/print-vs-digital.htm 14. Ferguson R. (2012). Born This Way: The US Millennial Loyalty Survey. Re-trieved from https://www.aimia.com/content/dam/aimiawebsite/Case-StudiesWhitepapersResearch/english/Aimia_GenY_US.pdf 15. The Power of Tea (Rep.). (2013, Sep-tember). Retrieved http://www.tetley-usa.com/docs/librariesprovider16/de-fault-document-library/tetleytea-survey.pdf?sfvrsn=2 16. http://tvbythenumbers.zap2it.com/category/nbc-tv-ratings/