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
Geographic:
Region: National
Density: Suburban
Demographic:
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
Behavioral
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
Target: Professional on the go! 25-34,
liberal, educated, hip, cool
Values: Individualism, new experiences
Attitudes: Balance social and business
life
Headlines and Slogans
Headline: “Snapple… Still the
best stuff on earth.”
Slogan: “Sip the Juice.”
Product Positioning
What do consumers currently think about Snapple?
What do we want consumers to think about Snapple?
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?
“Snapple…Still The Best Stuff on Earth.”
Product Positioning
Why is Snapple different?
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
How can we reach the consumer?
Unifying message: experience the “Snapple
Moment”
Radio Spot
Tonality: off beat product
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
Book Cover
Snapple Mixology Book
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!
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