Pop Into
Your Snapple
Experience
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EMBOLDEN COMMUNICATIONS
Key Problem
Contents
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 Problem1
Executive Summary2
Current Campaign Vision
2
Objectives3
Competition4
Meet the Millennials
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Meet Austin
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SWOT
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Big Idea
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Media Rationale9
Market Areas10
Media Schedule11
Creative13
Evaluation23
Our Agency24
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.
1
Executive Summary
“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”
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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.
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.
2
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
OBJECTIVES
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
3
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
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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
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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
4
CAN THEY COMPETE?
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MEET THE MILLENNIALS
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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
5
MEET AUSTIN
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.
6
SWOT
Strengths
Weaknesses
• Strong market position
built on strong brand
portfolio
• Growing low-calorie
and diet flavored soft
drinks market
• Strong focus on
research and
development
• Expansion through
acquisitions and
partnerships
• Wide geographic
manufacturing and
distribution coverage
Opportunities
• Excessive dependence
on few market players
Threats
• Intense competition
• Fourth largest brand in
tea and juice category
• Proposed tax on the
consumption of sugared
soft drinks
• Non-Heartland user
percentage is low
• Increasing labor wages
in the U.S.
• Focus on sustainability
initiatives
7
BIG IDEA
Snapple 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.
Pop Your
Top Off
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MEDIA RATIONALE
63% on digital
Media
25% on traditional
7% on sponsorship
1 year campaign with a 50
5% contingency
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.
million dollar budget
Highly digital campaign consisting of:
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Paid Media Cable/Digital
Internet Advertising
Mobile Advertising
Transit
Outdoor
Online Radio
Social Media
In-store Promotions
Owned Media
Sponsorship
9
We will use markets that
consist of highly populated
major metropoltain areas. We chose
our top markets with the following
considerations:
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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11. Phoenix, AZ
12. Detroit, MI
13. Grand Rapids, MI
14. Kalamazoo, MI
15. Seattle, WA
16. Minneapolis, MN
17. Miami, FL
18. Ft. Lauderdale, FL
19. Denver, CO
20. Cleveland, OH
21. Akron, OH
22. Orlando, FL
23. Daytona Beach, FL
24. St. Louis, MO
25. Pittsburgh, PA
26. Portland, OR
27. Indianapolis, IN
28. San Deigo, CA
29. Nashville, TN
30. Columbus, OH
31. Milwaukee, WI
32. Cincinnati, OH
33. Austin, TX
34. Las Vegas, NV
35. Dayton, OH
36. Richmond, VA
37. Louisville, KY
38. San Antonio, TX
39. Birmingham, AL
40. Salt Lake City, UT
41. Colorado Springs, CO
42. Virgina Beach, VA
43. Buffalo, NY
MARKET AREAS
• Top public transportation markets
• Cities with a high BDI for tea and
juice drinks
• Outside of the Heartland
• Popualtion
Map of United States markerts for each location
MEDIA TIMELINE JAN | FEB | MARCH | APRIL | MAY | JUNE | JULY | AUG | SEPT | OCT | NOV | DEC
MEDIA SCHEDULE
DITIGAL
Streaming Services
Youtube
Hulu
Amazon Prime
Crackle
Fox Now
ABC Now
FXX Now
The CW
NBC Now
Streaming Radio
Pandora
Spotify
Soundcloud
IHeartRadio
Internet Banner Ads
Youtube
Hulu
Amazon Prime
Crackle
Pandora
Spotify
Yahoo
Yahoo Sports
ESPN
Sports Illustrated
Fox Sports
Reddit
Ebay
Yelp
Perezhilton
CNN
MTV
Buzzfeed
Elite Daily
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DEC | NOV | OCT | SEPT | AUG | JULY | JUNE | MAY | APRIL | MARCH | FEB | JAN
MEDIA TIMELINE
CONTINUED
Mobile Advertising
Pandora
Spotify
Soundcloud
IHeartRadio
Candy Crush
Words with Friends
Travia Crack
Social Media
Facebook
Twitter
Instagram
Pineterest
Google Plus
Vine
Owned Media
Facebook
Twitter
Instagram
Vine
TRADITIONAL
Transit
Posted DMA cities
Outdoor
Posted DMA city
billboards
SPONSORSHIP
Bottle Top Donation
CONTIGENCY
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CREATIVE
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Snapple
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.
She showed me hers so I showed her mine and
popped the question. Use #PopYourTopOff and
show her the real facts.
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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.
Inter net
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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
CUT TO MEDIUM SHOT OF GIRL
LOOKING DISGUSTED
SFX: MUSIC UNDER
SFX: MUSIC UNDER
WIDE SHOT
OF HONKING,
GUY AND GIRL
ZOOM IN
CARS
TIRES SCREECHKISSING IN BEDROOM
GIRL: “Excuse me?!”
ING, HIGH HEELS CLACKING GUY WHISPERS
IN GIRLS EAR:
SFX: SOFT MUSIC PLAYING
“Pop your top off”
GUY: “Hey, pop your top off!”
SFX: MUSIC UNDER
al
igit
D
/
e
l
ab
C
CUT BACK TO MEDIUM SHOT OF
GUY HOLDING SNAPPLE DRINK
SFX: MUSIC UNDER
CUT TO MEDIUM SHOT OF GIRL
STANDS AND TAKES OFF HER
GUY: “I’ll show you mine, if you show
SHIRT
me yours.”
SFX: MUSIC DRAMATICALLY
STOPS
TO MEDIUM
CUT
TO CLOSE
UP OF
THE GIRL
PANS CUT
TO GUY
SMILINGSHOT OF GIRL GUY
HOLDS
OUT HIS
SNAPPLE
PANS TO CUT
GIRLTO WIDE SHOT OF GUY
HOLDING
HER
SNAPPLE
LOOKING CAP
POINTING
AT HER SNAPPLE DRINK
AND GUY SHOWING EACHOTHER
AWKWARDLY
ANd
SHAKING
HIS
GUY HANDS
GIRL SNAPPLE
THEIR SNAPPLE FACTS
GIRL HOLDS UP SNAPPLE WITH
HEADEXCITED
YES
CONFUSED
LOOK
SFX:
MUSIC UNDER
GUY POPS TOP OFF HIS
GUY: “Get the real facts”
SFX: MUSIC UNDER
SFX: MUSIC UNDER
SNAPPLE
GIRL: “You want me to pop this top
SFX: MUSIC IN BACKTROUND
off?”
GIRL: “Ooooooh,
SFX: UPBEAT
MUSIC okay!”
CUT TO MEDIUM SHOT OF GIRL
LOOKING CONFUSED
SFX: MUSIC UNDER
PAN TO GUY LOOKING AT GIRL
CONFUSED
GUY: “Uhhh.... That’s not what I
meant”
CUT
CUTTO
TOCLOSE
CLOSEUP
UPOF
OFSNAPPLE
SNAPPLE
BOTTLE
WITH
THE
WORDS
“POP
BOTTLE
YOUR TOP OFF” COMING OUT OF
THE TOP
GUY: “Popping off your top has
never been easier”
SFX: SNAPPLE TOP POPPING OFF
15
SFX: SNAPPLE TOPS POPPING
OFFMUSIC IN BACKGROUND
WIDE SHOT OF GUY CHECKING
OUT GIRL IN BUSY CITY
CUT TO MEDIUM SHOT OF GIRL
LOOKING DISGUSTED
CUT BACK TO MEDIUM SHOT OF
GUY HOLDING SNAPPLE DRINK
CUT TO MEDIUM SHOT OF GIRL
LOOKING CONFUSED
SFX: MUSIC UNDER
CARS HONKING, TIRES SCREECHING, HIGH HEELS CLACKING
SFX: MUSIC UNDER
SFX: MUSIC UNDER
SFX: MUSIC UNDER
GIRL: “Excuse me?!”
GUY: “I’ll show you mine, if you show
me yours.”
CUT TO MEDIUM SHOT OF GIRL
HOLDING HER SNAPPLE LOOKING
EXCITED
CUT TO CLOSE UP OF THE GIRL
AND GUY SHOWING EACHOTHER
THEIR SNAPPLE FACTS
SFX: MUSIC UNDER
SFX: MUSIC UNDER
GUY: “Hey, pop your top off!”
CUT TO WIDE SHOT OF GUY
POINTING AT HER SNAPPLE DRINK
SFX: MUSIC UNDER
GIRL: “Ooooooh, okay!”
16
CUT TO CLOSE UP OF SNAPPLE
BOTTLE WITH THE WORDS “POP
YOUR TOP OFF” COMING OUT OF
THE TOP
SFX: SNAPPLE TOP POPPING OFF
Billboards on all of the
major highways within major
metropolitan areas.
r
o
o
d
Out
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Transit
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Taxi toppers and bus stop
advertisements within major
metropolitan areas including
Los Angeles, Chicago, and
New York.
Onli
ne R
adio
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.
19
ip
Sponsorsh
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Breast Cancer Foundation and
pink tops that are popped Snapple
donates 10 cents, monitored by
sales of that packaging.
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.
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EVALUATION
One Year Later...
• 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
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.
23
Sources
MEET THE AGENCY
http://0-advantage.marketline.com.libcat.ferris.edu/Product?pid=C8D5F1141FD8-4294-96A1-2F1578F87328&view=SWOTAnalysis
https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple
DUSTI
Gianatasio, David. “Updated: Diet Dr Pepper Shifts to Deutsch.” ADWEEK Online 23 Dec. 2008.General OneFile. Web. 21 Sept. 2015.
http://adage.com/article/agency-news/y-r-loses-40-year-hold-dr-pepper/126219/
http://adage.com/article/agency-news/dr-pepper-snapple-moves-advertising-duties-mcgarrybowen/142264/
http://www.bevindustry.com/articles/86522-snapple-contest-enables-fans-towin-nothing
LESLEIGH
http://www.philadelphiaeagles.com/fanzone/contests/contest-rules/snapple-real-fact-sweepstakes.html
http://snappletriteam.com
AMANDA
http://adindustry.answers.com/campaigns/memorable-snapple-advertising-campaigns
http://usatoday30.usatoday.com/money/advertising/2004-12-21-snapple_x.htm
http://turtletransit.com/#mg_ld_3022
http://snapple.tumblr.com
http://snapple.com
AMBER
Snapple Facebook/Twitter
http://www.fundinguniverse.com/company-histories/snapple-beverage-corporation-history/
https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple
24
ERIKA
http://www.consumeraffairs.com/entertainment/snapple.html
2015-2016 NSAC Snapple Case Study