Snapple

Team 432
Table of Contents

Creative Brief
Our mission is to create a comprehensive marketing campaign for Snapple that brings the nostalgia of
the 90’s to consumers to hit the target audience that reminds them of all the things they loved about
drinking Snapple growing up. Our campaign integrates a Road Trip feel, which many families used to
take as a cheaper vacation. Plus there’s nothing better than an ice cold Snapple on a long car ride.

2
RESEARCH

3
Problem Statement
While Snapple has good reviews in the Heartland, spreading the drink throughout the non-Heart-
land is proving to be a challenge. The distribution of Snapple products is sporadic and confusing,
and Snapple’s target audience is very large and can respond to a lot of different types of messaging.
We must create a marketing campaign that could target everyone, while still addressing the issue
of heavy and light users. Snapple is also meant to be made with the “best stuff on earth” but still is
made with a lot of sugar and other unhealthy ingredients. Many consumers in the target audience
will feel more inclined to grab a healthier option due to the ingredients, or are put off by the tag-line
as it is vague. While still trying to keep their dedicated drinkers, Snapple needs to work on getting
their non dedicated drinkers involved in the Snapple brand and beverages.

Brand Perception
Snapple is seen as quirky, positive, fun-loving, best stuff on earth brand where the bottle snaps
back at you and gives you all the fun facts you did not know you needed.

Competitors
Arizona, Lipton, and Brisk are Snapple’s three largest tea competitors. Arizona and Brisk are Snapple’s two
largest Juice Drink competitors. Arizona and Brisk both saw small decreases in volume sales, while Lipton saw a
substantial increase of 13.8%, but Lipton, Arizona, and Brisk do not have the quirky, positive brand perception
that Snapple has, and are not as unique, allowing an opportunity for growth and increased brand awareness. All
other teas saw an increase in sales larger than Snapple except for Tradewinds and Fuze tea, making the market
even more competitive for Snapple among the smaller tea brands. Brisk Juice Drink volume sales are decreas-
ing, while Snapple’s have increased 20.9% giving Snapple an amazing opportunity with the write marketing
strategy to catch up to its competitors and rival them in the juice drink markets. Arizona still remains in the lead
for juice drinks, but only grew 3.4%. Other popular juice brands Sobe and Fuzetea also saw a decrease in sales.

4
SWOT/Snapply Definition

S • Technology
• Supply Chain
W • Tarnished rep-Celebrity
Apprentice
• Unique Products • High Debt
• Fun Facts
• Brand Name

O • Online Markets
• More social media
T • Bad Economy
• Intense Competition
• New products • Change in Taste
• Not well known in some areas
• Other Organic Companies

Quirky Humble Passionate Witty

5
Case Study Stats
What sells the most:
• 80% of Snapple is sold in Grocery and Convenience stores
• Individual bottles make up highest portion of sales at 30% and 6 packs of glass bottles make up 23%

Top Flavors for single bottles:

• Peach Tea
• Kiwi Strawberry Juice Drink
• Snapple Apple Juice Drink
• Diet Peach Tea
• Mango Madness Juice Drink
• Lemon Tea
• Fruit Punch Juice Drink

Top Flavors for 6 packs:

• Diet Peach Tea
• Peach Tea
• Diet Raspberry Tea
• Diet Half & Half Tea/Lemonade
• Kiwi Strawberry Juice Drink

Seasonality:
Tea sales spike in summer

Diet vs Regular:
• Snapple is 70% Teas and 30% juices
• In the Heartland it’s more like 50% teas and 50% juices
• 50% Regular and 50% diet tea
• 80% Regular and 20% diet juice drinks

6
Target Audience

Age range of target of

18-49 30
with a

Positive person that

celebrates the little things
in life that bring a bright
spot to their day
Appreciates that
Snapple is made
from The Best Stuff
They are looking for on Earth but is not a
a wholesome, simple, health nut
premium beverage
experience

7
 Survey & Focus Group Results

Survey
(four major findings)
1) Most people get their information from social media, online, and television
2) Most people choose their beverages based on taste

3) Exactly 50% of respondents are loyal to certain brands

4) Many respondents would drink Snapple if it had healthier options

*Survey had 100 respondents

Focus Group
(four major findings)
1) “Road Trip drink”
2) Really love Snapple facts

3) Would love to see healthier options

4) Would love to be able to find more flavors more frequently in the store

8
MEDIA STRATEGY

9
 Media Platforms:
Paid media: Billboards, Television, App
Retail: Tire tracks on the floor, Pop-up display
Online: Trivia Game on Snapple.com
Earned Media: Social media “share your road trip” and share Snapple.com trivia
facts on your social media

Choice:
1) We chose our platforms based on the knowledge we gleaned from our focus group
and information on millennials. Our platforms are effective because they are cre-
ative and focus in on our target market.

2) Each specific medium was chosen after considering the target audience, as well as
the general theme of the campaign. Snapple Back to Reality takes our targeting
audience both across the country and on a trip back through time to relive the
nostalgia of their childhood in the ‘80s and ‘90s. The road trip itself is a part of the
nostalgia, as it encompasses the old family vacation they were all accustomed to.

Integration:
Overlap of mediums throughout year means more exposure to target audience.
Our peak advertising period will be in the summer months, as the seasonality in tea
spikes then. Particularly the summer months are used for travelling, so the bill-
boards would be most effective during that time period. Snapple will also see more
in-store media as many people are loading up their coolers for a barbeque, long
road trip, or day trip. The non peak season more web, and TV will be used to target
consumers as they will be spending more time indoors and out of the cold.

10
Four P’s of Marketing

Price
Snapple is already sold at a fairly affordable price, our marketing campaign will not
target the price, as it is being sold to people within our campaign that have an emo-
tional connection to the product.

Product
While many consumers are becoming health conscious and Snapple does not neces-
sarily fit that mold, it will appeal to the target audience that grew up in the ‘80s and
‘90s, as they experienced the drink at its peak.

Promotion
We have created an integrated marketing plan that would allow for the Snapple
brand to be promoted through paid media, retail, online, and earned media. The
product will be promoted on social media through the consumers, giving an even
stronger bond between the product and the consumers.

Place
Snapple has a large following within the Heartland already, but the goal of our
campaign is to increase sales outside of the heartland.

11
 CAMPAIGN

Snapple Back to Reality

12
 Paid Media
1) Billboards: State Snapple Facts

2) TV Commercials: Road trips & summertime

3) Buy a Snapple, learn some facts when you plug in code this is geography based, geocaching app

2) 3)
Snapple Go Snapple Go

Facts:
1) Town founded
Enter your Code: in 1912.

0:28 / 1:00 2) Founding

GO! place of Buffalo
Sauce.

1)

Snapple
13
 Retail
1) Tire tracks on the floor (gas stations/Walmart)

2) Pop-up displays - with an RV and cooler, hand out free samples

3) Logo

3)

1)
Snapple

2)

14
 Online
1) Trivia game on Snapple.com with 80s/90s facts, win coupons and free Snapple swag

2) Facebook & Instagram ads

1)

1 What was the name of the sheep who was the first
successfully cloned animal in 1996?
Molly Dolly Sally Lamb-Chop

2 Which band formed first: NSYNC or the Backstreet

Boys?
NSYNC Backstreet Boys

3 The “Hellmouth” was a supernatural portal on which

‘90s TV show?
Charmed Buffy the Vampire Slayer Rugrats

2)

15
 Earned Media
1) Social Media: “Share your road trip”

2) Share trivia facts from Snapple.com on your social media.

1)

1 What was the name of the sheep who was the first
successfully cloned animal in 1996?
Molly Dolly Sally Lamb-Chop

2 Which band formed first: NSYNC or the Backstreet

Boys?
NSYNC Backstreet Boys
2)
3 The “Hellmouth” was a supernatural portal on which
‘90s TV show?
Charmed Buffy the Vampire Slayer Rugrats

16
MEDIA PLAN

17
Timeline

Jan. July
App & Web App & Web, Billboards, In-Store, Social
Media

Feb. Aug.
App & Web App & Web, Billboards, In-Store, Social
Media

March Sept.
App & Web, TV App & Web, TV

April Oct.
TV, In-store, Social Media App & Web, TV

May Nov.
App & Web, Billboards, TV, In-Store, App & Web, TV
Social Media

June Dec.
App & Web, Billboards, In-Store, Social App & Web, TV
Media

18
Budget
$3000 * 250 =$750000 per four weeks in ATL market 2.1mil impressions per billboard

$1200 * 750 =$900000 per four week in Albuquerque market 340K impressions

$2,250,000 for a 12 week run

$2,700,000 for a 12 week run

$650,000 for agency costs

$4,500,000 for 1,500,000,000 impressions on facebook

$2,800,000 for two weeks of sponsored tweets

$8,960,000 for 80 prime time 30s commercials

$3,100,000 for 2 30s commercials for major sports events

$2,500,000 for 3 month long Instagram sponsored post

$4,000,000 10 thirty second commercials for Walking dead acclaim shows

$75,000 for development of app

$100,000 Game development

$5,000,000 for instore advertisements

$750,000 for first commercial filming

$500,000 for second commercial filming

$2,250,000 million for 3 sponsored snapchat days

$500,000 for 10 full page ads in NYT

$5,000,000 for 30s super bowl commercial

$2,000,000 Billboard printing

$2.365,000 Contingency Fund

19
Evaluation
Use of Social Media platform service to determine increase in likes and shares.

Every three months determine how much sales have increased or decreased and
compare to last year to determine which marketing techniques are effective.

Using Contingency funding we can boost expenses for the platforms that are work-
ing well.

Conduct an online survey after release of app to determine improvements.

Measure spikes in sales times.

Check app download.

Determine if sales increase during summer months.

20
Sources
Surveymonkey.com

Snapple.com

BusinessInsider.com

Lamar.com

Snapple Instagram

Snapple Twitter

Morguefile.com

Google.com

Pixabay.com

21