Live in a Snapple world.
dotadvertising.
dotadvertising.
Who are we? We are Julie, Lena, Nick, Rebecca, and Tony. We enjoy using creativity
and team work to problem solve. And we have fun along the way. Together, we make up
dotadvertising. This book is our vision for Snapple. We hope you enjoy it.
Executive summary
dotadvertising’s plan provides Snapple with
a unique position on how to increase first
time users of the product while maintaining strong relationships with its current
customers. This will in turn strengthen
Snapple’s position as one of the top bottled
juice drinks on the market for 18-24 years
old women.
The objective for the campaign is to
increase brand awareness of 18-24 year
old women and raise sales of Snapple’s
Juice Drinks by 7% over a one year period.
Through the combination of a unique
position, strategic IMC tactics, and media
placement, DOT is confident that we will
reach these goals.
Overview
Because your success is our success we
make it our mission to do things right the
first time. We understand that your goal is
to raise awareness for your company while
increasing use of your current customers.
If you want personal, open communication with your advertising agency in order
to insure your success you are the type of
clients we look for at DOT.
The mission of Dotadvertising is to create
successful advertising campaigns by estab-
lishing open communication between the
client and our employees.
Our target audience is young women,
ages 18-24. Our advertising campaign will
heavy up during the college school year.
We know this is our target market through
several different types of research.
Our big idea for Snapple’s campaign is to
create an idea of indulgence. We want our
audience to “Live in the Snapple world”.
Agency Brand Strategy
We know that all advertising campaign are a journey. It is our mission to eliminate the speed bumps on the highway to successful campaign. We keep the wheels
of your campaign that in motion on this road trips.
R.I.D.E
Research
Finding the correct who, what and where to advertise to makes
the campaign more effective.
Invent
Creating a unique set of advertisements across all forms of media
in order to reach that target market.
Designate
Efficiently distribute roles of responsibility through our agency in
order to effectively produce high quality of work.
Evaluate
Insuring return on investment by implementing pre-testing and
post-testing to learn the best way to reach the target market and
make changes for future campaigns
dotadvertising.
Situation Analysis
Historical Context
Competitor Analysis
In 1972, Snapple was first introduced in
Greenwich Village, New York. The original
founders include Leonard Marsh, Hyman
Golden, Arnold Greenberg, created and
sold a new, pure fruit drink, marketing them
to local health stores. The word “Snapple”
comes from the original apple carbonated
drink that had a snappy taste. Snapple’s
most successful advertising campaign was
in the early 90’s when they introduced “The
Snapple Lady.” Snapple went through a
label redesign in early 2007, their products
now include teas, juices, and antioxidant
waters, and come in 70 different flavors.
These products are available in 80 countries around the world.
It is easy to see Snapple’s competitors, as they
are located alongside Snapple in the coolers in a
convenience or grocery store. We found that the
top competition for our target market is Crystal Light, Tropicana Orange Juice, Lipton Iced
Tea, and water. They choose these drinks over
Snapple because of price, health benefits, and
convenience.
Situation Analysis
Competitive Forces
Unlike other juices, Snapple is not
being pushed as a health drink.
Competitors include companies
like Coca-Cola and PepsiCo.
Since these companies are so
large, they can quickly respond to
changes in consumer preferences.
It is easy for them to increase production and promotions. However, Snapple does have the advantage over regional companies that
have private labels. At the same
time, smaller companies can be
more innovative and cater to more
niche markets. Because of this,
Snapple’s business and financial
performance could decrease. To
compensate for this, they may be
forced to reduce prices or increase
marketing and advertising.
Economic Forces
The cost of raw materials used in
making Snapple can fluctuate greatly. Recently, glass and high fructose
corn syrup prices have significantly
increased. Also, increasing fuel
costs affect Snapple’s fleet of trucks.
While these increases will affect
the company, they will not affect
the price for consumers,. However,
recent global financial events could
have a negative impact on Snapple’s
sales. Snapple is considered luxury
by our target market, and is substituted by cheaper products. Reduced
consumer spending, negative impact on vendors supplying materials, and increased likelihood that
banking syndicates makes Snapple
less likely to honor their commitments with credit.
Political, Legal, Regulatory Forces
Snapple must meet all of the rules
set by the FDA. Recently, they
have been sued several times
for the tag lines, “Best Stuff on
Earth” and “All Natural” because
high-fructose corn syrup is a
man-made product. Snapple
must adhere to several federal,
state, and local laws in the United
States, Canada, Mexico, and other
countries Snapple does business
with. The laws and regulations of
these countries affect the business’
products’ manufacture, safety,
labeling, transportation, advertising, and sales. Any changes in
these laws, such as higher standards, may result in higher compliance costs. There is an increase
on the regulation on health, safety,
and marketing of food products.
For example, California’s labeling
law, “Prop 65,” requires warnings
on products with substances that
may cause cancer or birth defects.
Laws such as this could have adverse effects on the profitability of
the business.
Sociocultural Forces
The overall culture in America
is moving towards a healthier
lifestyle. Specifically, our target
market, women ages 18-24 value
a healthy lifestyle: going to the
gym and consuming products
with phrases like “all-natural,”
“sugar free,” and “low fat” on
them. We also found our target
market likes that Snapple has a
wide variety of flavors.
Situation Analysis
SWOT Analysis
Helpful
External
Internal
Strengths
Harmful
Weakness
Snapple operates as a brand owner, bottler, and distributor through four segments. They believe that this is a more
integrated system than that of their principal competitors,
giving them an advantage. Their system allows for more net
sales and profit growth. It also lets them be more flexible
and responsive to large retail customers’ needs.
While our target market looks for healthy drinks, Snapple is
not viewed this way. Females 18-24 believe the drink has too
much sugar and too many calories. The drink is also perceived as being too expensive.
Opportunity
Threats
They could also use brand extensions and brand integration and could introduce lines of juice made with organic
ingredients and sugar substitutes. New emerging technology provides Snapple with the opportunity to reach the
target market more effectively and efficiently. Introducing Snapple as an indulgence has the potential to increase
consumption.
Snapple is threatened by New Age beverages from numerous rivals such as the new line of energy drinks including
Red Bull and Monster. Large companies such as CocaCola and PepsiCo. can cater to the needs of the consumer
much quicker because they are so large. At the same time,
smaller and more local companies can cater to niche markets in their area easily.
Objectives
Marketing
We will increase the sales of Snapple juice drinks
by 7%. Seven percent is obtainable will be achieved
from implementing this plan.
Advertising
We have chose media that will provide our target
market with an effective reach of 80 and a frequency
of 5. The four media we have chosen; broadcast,
print, internet, and guerilla, will be very effective in
communicating our campaign message.
Time frame
Our advertising objectives are to influence purchase
intent by promoting Snapple as an indulgence that can
be consumed at anytime. We want to increase the number of one time users while also encouraging them to
become loyal consumers. Our campaign will be implemented nationally. The time frame we have set for this
campaign is one year.
Objectives
Budget Summary
TUN TV
$1,134,000
Internet
$163,384
TV
$6,840,000
Print
$3,797,880
Total:
$12,000,000
Research
Objectives
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Get into the minds of the target market and understand their lifestyle
Discover their interactions with the product
Determine which media will work best in reaching
the target market
Establish if any product changes are necessary
Primary Research
Secondary Research
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We conducted a focus group
It consisted of 6 females in the 18 to 24 age group
We tried to tap into their lifestyles, beverage consumption
habits, and discover what is most important to them.
We also conducted an online survey
Environmental scan?? (look through articles)
Using MRI, we could see our target market's media usage, demographics, and psychographics.
Target Market
According to MRI, women between the ages of eighteen to twenty four consume the majority
of Snapple products; therefore they are our primary audience. Our campaign will convince new
customers of the benefits of drinking Snapple and will keep our loyalist returning.
Primary
According to our focus group and survey, those women who do not typically
purchase Snapple always choose water or
a diet beverage. Overall, the participants
use water to quench their thirst or during mealtime. The diet alternatives are
consumed as a snack or during mealtime.
Frequent buyers are motivated because
of the taste and variety of flavor combinations that other brands do not offer.
Periodic buyers only purchase Snapple
when school is in session because of convenience or during the summer months
(like days at the beach).
The women in the focus group had similar views about the word “juice” compared to “tea”. They deem tea as healthful
and juice as having no health benefit.
They also feel juice would harm their
bodies. The participants made certain
that not drinking Snapple was not be-
Campaign Strategy
cause of calories, but merely because they
have alternative beverage favorites.
A habit we discovered is that our target
market believes in rewarding themselves. For example, after a stressful day
or a difficult test, they treat themselves
with a piece of chocolate. Based on this
insight, we propose to position Snapple
as an indulgence. This new position will
distinguish Snapple from competing juice
drink beverages.
In order to encompass the personality of
the audience, we have created an identity. The target audience will be referred
to as Sensible Eaters. Sensible Eaters
make healthful food choices, but allow
themselves to indulge especially when
stressed. Snapple has the potential act as
an indulgence and stress reliever for the
target audience.
Based on consumer insight, we propose
to position Snapple as an indulgence or
escape from stress. Since Sensible Eaters
reported that they use food to cope with
pressure, Snapple has the potential to be
their escape from stress. The tropical flavors inspire images of a relaxing, scenic
area, which may help the target be clam
and reduce tension.
Creative
Indulge yourself
Live in a Snapple world.
Creative Strategy
Our main channel will be television,
but we will still be using print ads
(magazine), internet (facebook, seventeen.com), and TUN TV (a collegebased campaign which features ads on
large LCD screens). Research shows
that our target market doesn’t associate
Snapple juice drinks with competitors
like Tropicana. They view Snapple as a
unique type of beverage because of the
Art Direction and Copywriting
Our print ads will show the benefits of
“living in a Snapple world”. We want our
ads to have a “college” theme. Each print
ad will have different, but similar copy.
There will usually be a headline at the top.
The body copy will be minimal but have
high impact. Unless it is a unique ad, the
same slogan will appear in the same place
(bottom left): Live in a Snapple world.
going her way, boys are giving her attention, she gets an A on a test. Suddenly the
music stops, the world seems to halt. We
see a shot of the women, and she has an
empty Snapple bottle. She is no longer
happy and glowing. Then she opens
another bottle of Snapple and she’s back
in the Snapple world. Our tag line will appear at the end, “Live in a Snapple world.”
Our TV commercials will show a young
woman having a good day. Everything is
Our internet ads and TUN TV will be
similar to our print ads.
quirky flavors. We want to capitalize
on this and rejuvenate Snapple as an
indulgence, an escape from reality. We
want our target market to “live in the
Snapple world”.
Creative Testing
We will pre test the ads by conducting a focus
group for each channel. The focus groups will
consist of members from our target market. We
will also test the ads during the campaign to
determine if any changes should be made
Creative
Life with
This ad shows the benefits of living in a
Snapple world (getting 100% on a test). The
test in the ad belongs to “Lindsay Stevens”,
who is a young college student, which is
reflective of our target market.
The colors for our campaign will be bright
and topical, a reflection of the Snapple
bottle’s design and quirky flavors.
Live in a Snapple World
is just better
Creative
This ad uses minimal copy to convey a
strong message. Since our campaign is “Live
in a Snapple world” we created our message using the product itself, empty snapple
bottles.
The colors are similar to the other ads,
bright and tropical.
LIVE
in a
world
Creative
Normal World
Snapple World
This ad uses humor to capture the audience’s attention. In the normal world, life
is boring. In the Snapple world, life is fun
and easy going.
Again, the colors are bright and tropical.
Live in a Snapple World
Creative
30 spot: “The Good Day”
Media
Media Objectives
Reaching the Target Audience
According to MRI, women eighteen to twenty four
years old consume the majority of Snapple beverages; for that reason this is the target audience
for our campaign. According to our findings, the
target audience chooses healthy foods, but allows themselves to indulge when feeling stressed.
The target audience will be referred to as sensible
eaters because of their normally healthful and balanced diet.
Geographic Scope
Our campaign will be implemented nationally. Though we
found that the Northeast is the most concentrated with
Snapple consumers, our media outlets are national, therefore,
focusing on one region would not have been cost effective.
Message Weight
Though this a national campaign, the Northeast will
be the most effective. It is easier to reinforce loyalists’
views than gain new consumers
Media
Media Strategies
Length/size of advertisements
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TV - 30 second ads
Print - Full page ads
Web - Banners and rectangles
Guerrilla - variety
Continuity
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We are going to use a continuous pattern
We plan to keep the same amount of advertising, we will just switch the medium
periodically
During research, we discovered that our
target market does not buy Snapple more
during different times of year, so we decided that a constant flow of advertising
would be best.
Also, we are not introducing a new product, we are simply repositioning it.
Media
Media Choices
Print
Magazines are a strong media class because of
the transportability, availability, and secondary
readership. We have created print ads that will
effectively portray our message of Snapple as an
indulgence. The vehicles we have chosen directly
support the personality of Snapple.
Chalking
Chalking will be placed in high traffic areas
across college campuses. This allows for our
message to be received by the majority of our
students. Also, chalking promotes word of
mouth marketing increasing the frequency of
our ad.
CosmoGirl!
CosmoGirl! is an effective vehicle to reach the
target audience. According to MRI the index is
well over average and the composition is high.
This nearly guarantees that CosmoGirl! will efficiently reach the target audience.
Seventeen
According to Seventeen magazine’s media kit,
the publication has a readership of over seven
million people. Within this population, about
four million are between the ages of eighteen to
twenty four. Seventeen magazine is an effective
publication to advertise in because most of the
readers are part of the target audience.
TUN TV
TUN TV is nationwide college development that
allows corporations to effectively reach college
student directly with their advertising. TUN TV
will air Snapple commercials that are similar to
the broadcast commercials. While other programs are airing, Snapple banner ads will appear.
About three hundred colleges and universities
have a TUN TV installed on campus. According
to the Tun Tv media kit, sixty seven percent of
student could recall an advertisement unaided.
This high percentage ensures that our message
will be received. Over half of the viewers of Tun
TV are women eighteen to twenty four, which is
the target audience for Snapple.
Guerilla
Guerilla advertising effectively reaches our target
audience with out having to seek Snapple out.
The vehicles are placed in areas on college campuses that coincide with the daily routines of our
target audience.
Internet
Internet advertising is an engaging medium
because students must seek out the brand. We
have chose to advertise on the sites that our target market frequently visit in order to grab the
attention of our target audience.
Facebook
Since the majority of the target audience has a
Facebook account, it will be to the advantage
of Snapple to place advertisements on this site.
Facebook allows advertisers to choose the demographics that will match their target audience.
Seventeen.com
By advertising on seventeen.com we will increase
the frequency of our plan. Readers of Seventeen
magazine may also visit the website, as may
those who regularly visit the site and do not purchase the publication. Since the website and the
publication have similar content, the advertisements will still reflect the personality of Snapple.
Broadcast
Television is not an engaging medium, but is
highly entertaining. This is a useful medium
because it is able to reach the masses. The shows
we have chose, GossipGirl, The Hills, and One
Tree Hill, have high viewership from our target
audience. Each show is of high importance
because students are willing to set aside time to
watch these shows.
Media
Media flowchart
Media
Integrated Marketing Communications
Brand Integration
Objective:
Research shows the target market does not drink Snapple
because it is high in sugar and calories. To counter act this,
Snapple should use a healthy ingredient.
Idea
“Snapple plus Splenda”. Our research shows that the target
market prefers Splenda to sugar. Splenda is not only promotes
the “healthy” theme, but it also draws in our target market, and
possibly new consumers who prefer healthier beverages
Guerilla marketing
Objective
We want our advertising to match the product. Because Snapple
is being promoted as a unique beverage, the advertising should
be unique as well.
Idea
A unique way to promote Snapple would be though “chalking”.
Professional artists can create Snapple ads (similar to our print
ads) by drawing them out with chalk. They can be on sidewalks
and exteriors of buildings.
Marketing Recommendations
Recommendations
The target audience chooses Snapple because of
it’s convenience and availability. We propose to
dispense Snapple juice drinks in college cafeterias.
Many colleges may already utilize Snapple vending machines, but this requires that students carry
money and make an effort to purchase a drink.
Snapple in a cafeteria setting allows students to impulsively choose Snapple instead of other options,
like water. Over time students will grow accustomed to drinking Snapple at mealtime and therefore will seek out the product in other settings.
Many of the focus group volunteers noted drinking
Crystal Light if they desired a flavored beverage.
Since Crystal Light is a powder, the drink can be
made with the purchase of a bottle of water, which
is cheaper then Snapple. Also, Crystal Light can be
mixed at their leisure. In order to compete in the
powdered drink market, it would be wise of Snapple to implement a powered version of the juice
drinks. Also, a powder is lighter to carry then a case
of Snapple bottles, which was noted by the focus
group participants.
A diet version of the Snapple juice drinks may
increase sales from the target audience. Sensible
eaters claim that calories do not effect their purchase decision. They may unintentionally choose
a calorie-free beverage because of habit. If Snapple
had a calorie free version of the juice drink line, the
target audience may be more likely to purchase the
product regularly.
Evaluation
Objective: Brand Loyalty, New Users
Each month we will measure the rise of our repeat customers’ brand loyalty and habitual use by distributing
consumer e-mail surveys and conducting additional focus groups.
Also, we can monitor the traffic of our internet ads through click-through rates and exposures. Higher traffic
can lead us to assume potential new customers are intrigued by Snapple. We can also monitor what other
websites these potential customers visit.
Objective: Consumption
Our evaluation of the consumption comes from monitoring
and interpreting retail sales. By monitoring sales before, during and after the campaign, we will be able to track where
our campaign had the most success.
Evaluation
Increase of sales over time
Percent increase in sales
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Time (months)
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Appendix
Post-test survey
Survey Results
Can you remember any recent advertisements you have
seen?
1. How often do you drink Snapple
bottled juice?
46.7% Rare to never
30% Once a month
13.3% Once a week
10% More than once a week
2. If you do drink Snapple, why do
you choose it?*
51.9% I like its unique taste and
wide variety of flavors
29.6% It is refreshing
18.5% It is a healthy choice
18.5% Doesn't apply (if you don't
drink it)
7.4% It is a good price
3. What is important to you in
choosing a beverage?*
73.3% Taste
53% Thirst quenching
23.3% Calories
16.7%Added health benefits (ie.
antioxidants, vitamins, etc.)
3.3% Energy
4. How good do you think Vitamin
Water is for you?
43.3% I don't drink Vitamin Water
40% I like the drink and the vitamins are a good bonus
What brand was it for?
Do you remember any Snapple Advertisements?
If so, what one?
(Show subject recent Snapple advertisement)
What is something you liked about the advertisement?
What is something that you would change about the
Snapple advertisement?
How often do you drink Snapple?
16.7% I don't care about the vitamins, I just like the taste
0% It gives me the extra vitamins I
need
5. When stressed, what do you eat/
drink?*
50% Chocolate
43.3% Ice Cream
23.3% Nothing in particular
10% Mac and Cheese
6.7% French Fries
6.7% Gum
6.7% Hot Chocolate
6. What are your favorite activities?*
83.3% Going out with friends
73.3% Hanging out with friends
60% Listening to music
56.7% Watching movies
46.7%Spending time with significant other
23.3% A sport
20% Working out in the gym
* Numbers do not add up to 100%
because participants could select
more than one answer
Appendix
Snapple focus group results:
Topic one:
Target Market
As a college student, what are some of your
favorite activities?
Going out, partying, friends, getting dinner
with friends, sports, going to the gym, social
interactions.
What stresses you out?
Group projects presentations, tests, abroad
paperwork, relationships with roommates and
intimate relationships.
What do you do to deal with those stress-ors?
Talk it out, go to the gym, TV, movies, alcohol,
Do you have a certain food/drink you consume
when upset/stressed?
Popcorn, cereal, french fries, chocolate, Ben &
Jerry's, gum
Topic two:
About Snapple
Why Snapple?
Teas are good because they are diet and because of their flavor.
If looking for something different
Like the variety of flavors
water
Why not?
Cheaper and more healthy to choose water,
want caffeine, don't like glass bottle,
What do those beverages have that Snapple
doesn’t?
Healthy, cheap, convenient, sustainable
Do you think Snapple is too expensive?
Nobody knew the price
Assumed it was expensive
Other drinks seem like a more economical buy
(Ask only if applicable:) what would make you
want to buy Snapple more often?
If Snapple was available in a convenient powder
like Crystal Light is
If there were less calories
If it was healthy
How healthy do you think Snapple teas are
compared to the juices?
Snapple tea seems more healthy
Assume there is not sugar (*in actuality, the
teas have only 10 grams less sugar)
Topic three:
When do you use Snapple?
Do you only purchase Snapple with certain
meal (lunch/dinner)?
Consume with a snack, would definitely choose
if offered in the dining hall as a fountain drink.
What time of year do you drink Snapple more?
Season does not matter, when at school, not
interested in buying bottled drinks
Topic four:
Why do people not drink Snapple?
What would be your top five favorite beverages?
Water, Crystal Light, Orange juice, Iced Tea,
Appendix
Creative Brief
What business problem is this communication trying to
solve?
The business problem is lack of sales and brand personality. Snapple will be repositioned as an indulgence and an
escape from stress.
Women use food as a way to cope with the negative and
reward the positive. When they are stressed they may
eat to take out frustration, and after something positive
they may reward themselves with something they indulge
with.
What is the role for advertising?
What’s the key message we need to deliver to achieve this
reaction?
To rejuvenate the brand by illustrating to women that
Snapple temporarily relieves the stresses of life.
That we understand their ways of coping and rewarding
and that it is okay to indulge.
Who are we talking to?
How do we know we’re right?
The target audience for this campaign is women ages
18-24. We have labeled our audience as sensible eaters
because they make healthy food choices but allow themselves to indulge, especially when stressed.
We have conducted primary and secondary research
to understand the personality and lifestyle of the target
audience.
What insight do we need to know about them that can
cause a strong reaction?
What should be the tonality?
The tonality should be one of humor and imagination to
illustrate that Snapple can benefit their life.
dotadvertising.