Team exercise
Amber Sova
Dusti Manning
Lesleigh Rickerson
Amanda Wisniewski
Erika Peterson
AIMC 488
Dr. Dedeaux
Ferris State University
The Switch to a new lead creative agency
Shake up the agency

Deutsch originally had the Snapple account for seven years and then in
2004, Cliff Freeman and Partners’ New York picked up the account without a review from Deutsch. Snapple reached out to four agencies
(Deutsch, Y&R, Laird and Partners, and MDC Partners-Cliff Freeman),
They reached out to these agencies to pitch new creative work after there was a shake up at the agency for Dr. Pepper Snapple. They eliminated three positions in the marketing department including Randy Gier, exec
VP-marketing. Sean Gleason, senior VP-Brand Action Team, and Cindy
Hennessy, senior VP-innovation, also left the company. The account win comes six months after the Interpublic Group agency was awarded the lead agency status on the Dr Pepper Snapple Group account. Snapple spent $25 million last year in measured media, and has already spent $15 million up to July of this year (2008).
Time to re-energize
Snapple had been looking for ways to re-energize the brand, which is 36 years old and the volumes had been declining since the 1990s. The
Snapple label was started in Brooklyn, NY and is now present in 80 countries. Snapple had a 5% share of the juice category and a 13% share of the tea category. According to Beverage Digest, the brand's volume has plunged to 83 million cases in 2007 from 125 million cases in 1993. They chose Deutsch to make Snapple a fun brand again.
Quaker Damage
After Snapple was sold to Quaker sales plunged from 75 million cases to
45 million cases in 1996. In 1997, Triarc Beverage Group, a unit of the
Triarc Companies in White Plains, bought Snapple from the Quaker Oats
Company. In the six months of 1997 that Triarc operated Snapple, the steep sales decline was halted, so that sales ended the year at roughly the 1996 level. They predicted sales to increase more than 50 million cases in 1998. The main goal was to make the Snapple Brand move forward. As you can see it has gone through many changes and loss of sales.
Snapple needs to be fun again
In order to help Snapple move forward, Deutsch was hired in June to make Snapple fun again and to attract younger people to the franchise to show that it’s not the same old Snapple.

Bring in Deutsch
Soon after Deutsch took over the Snapple account, a lawsuit was brought up against Snapple. The suit alleged that the marketing use of the words
“all natural” is a fraudulent because the drink was made with corn syrup.
Snapple retaliated by arguing that their "Orangeade" flavor contained real chunks of oranges. This complaint raises the issue of Snapple drink names including fruits when the products do not contain those fruits. (A problem that may be why many consumers don’t purchase the product)
This may be why they also started a campaign to replace ''Made from the best stuff on earth'' with ''The best stuff is in here,'' which is whispered at the end of each new television commercial.
A fun fact, in 2007 right before the change in agencies, Snapple opened the Snapple Theater Center on 50th Street and Broadway in the heart of
New York City's Theater District. It has two theaters, one of which is a traditional theater, the other a thrust stage that can house plays. The center also incl udes a 40×50 ft rehearsal space, which is available for rent. The theaters are considered Off-Broadway because of their low seating capacities.
From Y&R to Deutsch: The How and Why
Fresh. New. Different.
Deutsch was expected to bring a broad reaching brand campaign to reintroduce the Snapple brand.
“Deutsch brought an approach that quickly grew into more than a project,” stated Senior VP Sean Gleason. Jim Trebilcock. Snapple’s Executive VP continued,
“New ideas will bring a fresh perspective. This move makes sense for a number of reasons, but chief among them are better focus, alignment, and efficiency.”
Analysis of Deutsch’s Current Snapple Campaign
Company’s 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.”

Campaign’s vision: developing a “New York appeal”
Marketing direction Brent Chism, “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.”
Snapple is a little bit different
They personify themselves as a fun brand that is quirky, positive, flavorful, and playful. They are a glass-half-full, humble, and fun-loving brand that tries not to take anything too seriously. They believe that unexpected delights make life great, and that the good stuff in life is the playful stuff.
This persona sets them apart from their competitors because none of the competitors within the tea and juice drinks category adhere to anything close to this persona.
Why and how do people buy?
Consumers buy the product because they are looking for a wholesome, simple, premium tea or juice drink that tastes amazing. The Snapple consumer easily recognizes the glass shaped bottle and enjoys the unique consumption experience, from hearing the pop of the cap, to reading the
“real facts” on the cap, and experiencing the “best stuff on earth” for ingredients.
Consumers buy the product at the following: percent showcases total volume by channel
Grocery Store: 55% Convenience Store: 25% Walmart: 10%
Warehouse Stores: 6% Dollar Stores: 2% Mass Chains: 2%
Current Snapple Campaign Analysis:
“Born in New York, Made for Everyone” campaign focuses on using New
Yorkers, the brand’s Heartland, as brand advocates to highlight why
Snapple is so loved. They utilize #lovesnapple to spread the word throughout social media and urge social consumers to illustrate why they love Snapple. Why the campaign has great intentions and the campaign is tailored to the times (ie relevant) in that it is social and allows the consumers to advertise their products, it falls flat. It has been discussed as a marketing crutch (seen as annoying, needy, clingy, and virtually uncontrollable) and has received much backlash from New Yorkers, as well as other alienated consumers. Again, Deutsch had good intentions with using their most passionate fans to advocate the brand, but they chose people from their physical roots, rather than going back to the roots

of what made their product great in the first place.
The Big Idea:
“Born in New York, Made for Everyone”
Snapple’s current big idea is to go back to their roots.They plan to focus on the New Yorkers and have them tell the rest of America why they love
Snapple. The New Yorkers are being used as brand advocates during the campaign.
The Plan
Run this campaign till Q3 of 2015 with consumer touch points across national paid media, partnerships with real New York talent on NBC.
Social consumers of Snapple should share their love on media spreading the word in targeted cities using the #LoveSnapple.
The Tone
Snapple uses a not-too serious and genuine tone in their campaigns.
Recommendations:
Focus on product, not who uses it.
We recommend that Snapple steer away from their current campaign that uses the New Yorkers as brand advocates and focus directly on the product; not the people who use it.
Build Awareness
They need to build awareness across the whole country, so it doesn't make sense to put their focus on the people who are already buying
Snapple. People outside of New York don't care about why New Yorkers drink Snapple. They need to make advertisements that everyone can relate to or feature people from other parts of the country.
For example feature a surfer on the beach to target people on the west coast or a snowboarder on the slopes to reach people in Denver.
Featuring people they can relate to will make them more interested in the brand. That being said, the ads should not focus on the person but the product itself. They should talk about the natural ingredients and how it's a healthier choice than soda. Also show things that make the brand unique like the glass bottle, the "pop" when you open it and the fun and quirky facts on the cap.

Focus Groups
Before building a campaign we first recommend that Snapple conduct focus groups in other parts of the country to find out why they don't buy
Snapple and what their current perceptions of the brand may be. This will help know where they need to start and how they can successfully build brand awareness among those people.