Romotio Vertise Presents:
Snapple… Still the Best stuff of Earth
Demetrius Beasley
Angela Copeland
Manomayanggoon Kriskorn (Kris)
Zoya Lieberman
Andrew Robinson
Bradley Zagnoev
Market Segment
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Geographic:
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Region: National
Density: Suburban
Demographic:
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Age: 25-34
Family Size: 4-6
Family Life Cycle: young single; young married; young,
married, child under 6
Gender: Male, female
Income: $20,000 - $100,000; $100,000+
Occupation: young professionals
Education: Some college; college graduate
Market Segment
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Behavioral
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Occasions: Regular Occasion
Benefits: Taste, Quality
User Status: Regular User
Usage Rate: Medium user, heavy user
Loyalty Status: Strong, absolute
Readiness Stage: Informed, intending to buy
Attitude Toward Product: Enthusiastic, positive
Target Market
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Target: Professional on the go! 25-34,
liberal, educated, hip, cool
Values: Individualism, new experiences
Attitudes: Balance social and business
life
Headlines and Slogans
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Headline: “Snapple… Still the
best stuff on earth.”
Slogan: “Sip the Juice.”
Product Positioning
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What do consumers currently think about Snapple?
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What do we want consumers to think about Snapple?
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Lack of focus
No longer rebellious, cutting edge, fresh, and fun
Snapple is still fun, fresh, natural, and cool
Snapple mantra did not change
New generation is ready to re-discover the appeal of
Snapple
What is the single most compelling thing we can say
to the consumers?
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“Snapple…Still The Best Stuff on Earth.”
Product Positioning
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Why is Snapple different?
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Packaging – the original experience. Bottle and label
have not changed.
Read the label – only natural ingredients are used.
Company growth - giant with a big heart.
Perception – providing a unique experience.
Everyday life – fits into daily rituals and routines.
Snapple brand – stays true to the original
customers while developing new loyal ones.
Product Positioning
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How can we reach the consumer?
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Unifying message: experience the “Snapple
Moment”
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Radio Spot
Tonality: off beat product
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Snapple is quirky, fun, smart, light-hearted,
and witty
“Sip the Juice” Christmas Ornament
Christmas
ornament
attaches here
Snapple Frisbee & Bowling Pin
Knock this pin
down, win a
Snapple!
Snapple Mixology Book
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Book Cover
Snapple Mixology Book
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Inside
Snapple Appletini
Frogs never drink.
1 oz. Snapple Apple Juice
1 oz. Apple Schnapps
1 oz. Stoli Vodka
In a cocktail shaker,
combine all ingredients.
Shake well and strain into
a Martini glass. Garnish
with apple slice.
THANK YOU!
AND
SIP THE JUICE!