Snapple Campaign

January 2017 – December 2017

Shira Hartman

1
 Index

Snapple Research (Part I)…………………………………………………….3-5

Snapple Campaign (Part II) …………………………………………………6-19

Background of the Company ………………………………………………….6

Target Market……………………………………………………………………6

Campaign Background…………………………………………………………..6-7

Outdoor Ad……………………………………………………………………….7

Print Ad…………………………………………………………………………….8

Radio Ad…………………………………………………………………………..9

Events……………………………………………………………………………..10-11

Social Media………………………………………………………………………11

Facebook…………………………………………………………………………..11

Instagram………………………………………………………………………….11

Snapple App………………………………………………………………………..11

Conclusion…………………………………………………………………………11

Media Advisory…………………………………………………………………..12

Radio Script……………………………………………………………………….13

Pictures………………………………………………………………………….14-17

Campaign Gantt Calendar……………………………………………………….18-19

2
 Snapple Research (Part I)
Identifying the challenge presented in the Snapple Case

Snapple’s 2017 campaign’s goal is to target two different kind of Snapple markets in the United States: The Heartland market,
which is New England (Northeast) and the Non-Heartland market, which is the rest of the country.

Heartland Non-Heartland

Continue to build a strong affection to Increase brand awareness in the rest of the country. (Mostly first “What is
Snapple Snapple?)

The heavier users purchases more Snapple Try more Snapple compared to trying different drinks
Snapple in 2017 also wants to grow the purchase frequency rate for the Heartland and Non-Heartland consumers. In the
Heartland market, we want to grow brand relevance. In the Heartland, 50% of consumers think of Snapple while craving a tea or
juice drink. Therefore, Snapple wants to increase this percentage. In the Non-Heartland market, 90% of consumers are aware that
Snapple exists, but only 15% of consumers think of having Snapple as their top tea or juice drink.

Heartland Non-Heartland

Current Purchase Rate 9x per year 1x per year

Goal Purchase Rate 10x per year 3x per year

This campaign’s main goal is to grow Snapple volume in the United States in both markets by using Snapple brand equities,
personality and behavior. Snapple’s main brain equities is the shape of the glass bottle Snapple produces, the pop of the cap,
reading the “Real Fact” and the broad variety of flavors made from the best stuff on Earth. Snapple has been competing in the
LRB (Liquid Refreshment Beverage) category in the United States.

AriZona Lipton Brisk Snapple

-0.2 % decline this year + 13% growth this year -6% decline this year +7.8% growth this year

Tea purchasing has increased +14% since 2010, which is why it’s so crucial to get hold of the Non-Heartland consumers. Based
on this data, we can market Snapple exclusive drinks for the Non-Heartland market.

Research objectives and overview

OBJECTIVES
With these set goals in mind, such as to increase brand awareness for the Non-Heartland market, and to continue to grow and
build a strong affection for Snapple in the Heartland market, we needed to conduct more research to figure out how to effectually
produce a successful campaign for Snapple.

METHODS OVERVIEW
After identifying our target market, we conducted primary research to determine what it will take to increase Snapple volume
intake and increase brand awareness in the Non-Heartland market and how to continue to grow and build a strong affection with
Snapple in the Heartland consumer market. We received 1,163 responses to our survey about volume intake of Snapple. In our
survey, we were able to determine the consumers’ collective mind about their purchasing behavior of Snapple and Snapple’s
competitors such as AriZona, Brisk, Lipton, Pure Leaf and Gold Peak.

Discovering perceptions/understanding perceptions

DISCOVERING PERCEPTIONS
Increasing the percent of volume intake of purchase frequency for Snapple is a goal that we need to reach. By conducting a
primary research survey, we are able to more fully understand our consumers in both market groups. We are able to create a

3
successful campaign for Snapple. In this survey we found out that there was 97% out of the overall 1,163 responses that were
aware of Snapple, and 73% were familiar with the company, which was a good sign for our overall goal. Within Snapple teas and
juices, 64% from the overall 1,163 responses were aware of Snapple tea varieties, and 50% of the population from the survey
were familiar with the Snapple juice line. Out of the 1,163 responses, only 35% were aware of Diet Snapple. However, 57% of
the participants somewhat enjoyed Snapple. Of the participants that most enjoyed Snapple, 52% liked tea and 29% preferred
Snapple’s juices. Out of the 1,163 participants that took this survey, 59% were motivated to drink Snapple because of its taste.
Out of the 1,163 responses people were moderately familiar with AriZona, slightly/moderately familiar with Brisk, moderately
familiar with Lipton, slightly familiar with Pure Leaf and slightly familiar with Gold Peak Tea. Based on this survey, we found
out that 73% of respondents did not consume at least one Snapple product per week. This is an interesting result because it can
help us with understanding and increasing purchase frequency for Snapple products. From this survey, we can also see that 56%
of consumers drink juice less than once per week and 75% indicated that they drink diet beverages less than once a week. These
results can help us better understand the differences between the Heartland and the Non-Heartland preferences on drinking juices,
teas and diet drinks and can help us better understand how to produce a successful campaign.

UNDERSTANDING PERCEPTIONS
From this primary research we were able to understand the Snapple’s consumers’ collective mind and behavior of purchasing
Snapple. A couple of interesting things became clear to us, such as that consumers are aware that Snapple exist out there, but
there are less consumers that know that Snapple diet drinks exist. Another thing we learned that there is a low percent of
consumers that prefer the Snapple juices, and we could increase awareness of that concept of Snapple. The third important
concept that we learned from this survey is that there is a very high number of consumers that do not consume at least one
Snapple product once a week, and it is very important to increase on that percentage.

The Target Audience

The target market for the Heartland and the Non-Heartland is 18-49 years old and the bull’s eye target is 30 years old. The
consumer is a positive person that celebrates the little things in life and likes to bring a bright spot to his/her day. He/she also
appreciates that Snapple is made from the best stuff on earth and he/she is not conscious about health, and he/she is also looking
for a wholesome beverage to relax with throughout his/her busy day.
To produce an effective and successful campaign, Snapple wants and needs to move their focus back to messaging what makes
Snapple so unique such as:
● Simple ingredients
● Snapple Facts
● Unique sound of the cap pop

This new campaign should have the upbeat, not-too-serious, and genuine tone of Snapple.

Competitive market analysis/SWOT analysis

Strengths: Snapple is recognized by the LRB (Liquid Refreshment Beverage) category in +7.8% growth, has brand equities that
offer consumers simple ingredients in their teas or juices. The unique sound of the cap pop and afterwards reading the Snapple
facts called “Real Facts,” the glass bottles they produce, and the broad variety of flavors made from the best stuff on Earth.
Weakness: There is too much variety of drinks and it is hard for the consumer to choose what to drink. Snapple has a low
purchase frequency in the Non-Heartland market. Snapple is viewed as an unhealthy drink compared to their healthy drink
competitors. In this past year within the juice and tea category, AriZona is the brand with the highest sales volume, followed by
Lipton and Brisk. Snapple is fourth on the list.
Opportunities: With this new campaign, we want to increase the size and influence of purchase frequency of Snapple. We also
want to create a new opportunity for the Non-Heartland to bond and create a brand loyalty with Snapple.
Threats: Consumers are not able to afford Snapple compared to their competitors. Based on the survey we conducted,
consumers drink less juice and teas on a weekly basis.

Which research methods will be conducted

We worked by creating a step-by-step research survey which allowed us to tackle the challenges facing Snapple: to increase
volume intake and increase awareness. Based on our results, in our survey we realized we found a pattern indicating that there is

4
a lack of brand loyalty to Snapple; this information allows us to build a successful campaign for Snapple to penetrate the LRB
market in the Non-Heartland and Heartland market. Our next step for our research is to conduct direct surveys to broaden our
research and knowledge about more direct consumers’ behaviors and their collective mind about Snapple and their competitors.

Results of the survey specifically –– (please interpret these)

Provide solution

Based on the survey results, our solution is to create a campaign for the year of 2017 where there will be:

1. To increase Snapple awareness first in the Non-Heartland and increase familiarly in the Heartland.
2. Grow purchase frequency for Snapple in both target markets Heartland and Non-Heartland.
3. Create a campaign that is upbeat, not-too-serious and has a genuine tone of Snapple.
4. To increase media exposure for Snapple products because Snapple’s target market is 18-49 years old and its bull’s
eye is 30 years old.
5. Increase social media presence, create interactive apps because these social media platforms are going to appeal to
their audiences.

We will do this by creating a promotional campaign that will go all through the year 2017, with competing events by creating a
nationwide trivia competition using “real facts” underneath Snapple’s caps. This campaign will establish the connection between
Snapple and the consumer in a much deeper level and create brand loyalty and good competition within the Snapple product and
community.

5
 Snapple Campaign (Part II)

Background of the company:

Snapple was created in 1972 selling all natural apple juice to health food stores in New York City. Their products
included: juice drinks, all-natural sodas, seltzers, teas, and lemonades. Snapple has always been out of the ordinary.
Snapple was produced in New York, and has a strong volume intake in the Northeast which is called the Heartland.
This new year long Snapple campaign from January 2017-December 2017 will target two different Snapple markets
in the United States: The Heartland market which is New England (Northeast) and the Non-Heartland market which
is the rest of the country.

Target Market:
The target market for the Heartland and the Non-Heartland is 18-49 years old, and the bull’s eye target is 30 years
old. The consumer is a positive person that celebrates the little things in life and likes to bring a bright spot to their
day. They also appreciate that Snapple is made from the best stuff on earth, and they are not conscious about health.
They are also looking for a wholesome beverage to relax with.

Campaign Background:
This campaign is a full year campaign from January 2017- December 2017, because we want to fully take the
advantage of increasing volume intake of purchase frequencies and host as many events as possible. This would
increase awareness for Snapple as a brand in the Heartland and Non-Heartland target markets in the United States.
This campaign is going to run as a national campaign all over America, but with events primarily hosted in
the top twenty cities that purchase Snapple from the Heartland and Non-Heartland markets. Snapple has many
competitors, and there is a decline of consumers buying Snapple in the Non-Heartland market, so this campaign
would spread awareness and build a stronger affection for Snapple in both markets.
Therefore, we are creating a new campaign for Snapple. In our campaign, there will be a outdoor ad, print
ad, radio ad, a social media platform to promote the campaign, events, and a brand new Snapple App. We will not
be creating a T.V ad because our target market tends to consume digital video across multiple screens, and via
interactive mobile apps. In the past couple of years competitors have increased on spending on digital media over
traditional media.
With this campaign, we want to increase Snapple overall by building a 30% increase of purchase frequency
per month in the Heartland market and a 20% increase of purchase frequency per month in the Non-Heartland
market. Overall we plan to increase sales by 50% for Snapple products as a brand.
This campaign has three main goals
1. Volume increase of purchasing Snapple by 10%
2. Increase download of Snapple App by 20%
3. Social media increase of followers and likes by 20%
With this idea, we want to create an uplifting, inventive, cultural, playful and quirky campaign ad that makes
the audience remember Snapple brand as a whole. This campaign is consistent with the Snapple brand by bringing in
their playful and quirky side and promoting it throughout the campaign. Within the campaign there are the same
colors and fonts representing the brand. The campaign has a slogan, which is “Snapple’s Wheel of Snapplies” and
“Time 2 Study Up Snapple Style” and many different kinds of hashtags such as: “StudyUpSnappleStyle”
“Snapplies4Life” “SnapplesWheelofSnapplies “SnappleStyle” “RealFacts”“Time2StudyUp “SnapplesWheel”
“StudyingSnappleFacts.” The hashtag “StudyUpSnappleStyle” would be the code to get into the Snapple App to
start your collection of flashcards, which would be on the outdoor ad.
This campaign is based on the Wheel Of Fortune but it’s going to be Snapple designed and be called Snapple’s
Wheel of Snapplies. This is going to encourage customers to buy Snapple if they want to win the ultimate top tier

6
prize, which is flying to New York City for a New Years holiday getaway in December 2017 where Snapple
originated, $50,000 college grant, and being able to create your own Snapple flavor.

In every glass bottle of Snapple whether it's a juice or a tea, on the cap there will be a code. With this code you
download the Snapple App and get your flashcards.Each hashtag is going to be represented as a code in the new
Snapple’s App and each hashtag code will give you twenty-five flashcards, but if you get a Snapple bottle with just
numbers as a code you get one flashcard.
There are going to be different levels of Snapple’s Wheel of Snapplies prizes, another way to get prizes is
to put pictures on Instagram and Facebook to show how you are studying for the Snapple’s Wheel of Snapplies with
the hashtag #StudyingSnappleFacts”
There is going to be two time periods of the campaign. The first period, which is months 1-6 so January-
June will be promoting the events with print, outdoor, radio and the Snapple App. In the second period of the
campaign from months 6-12 July-December there will be the Snapple’s Wheel of Snapplies events hosted in the top
ten Heartland cities and top ten Non-Heartland cities.

You can see theGantt calendar on page 18 when each platform is going to go out and for how long. This campaign
is all consistent with itself by trying to reach the three main goals listed above.

Outdoor Ad:
This outdoor ad is the very first code to login to the new Snapple App and start keeping track of your “Real Facts”
flashcards the code is #StudyUpSnappleStyle. The slogan for the outdoor ad is “Time 2 Study Up Snapple Style”
which means that you should start studying up if you want to win the big prize. This outdoor ad will run from
January 16 - June 30, 2017. The outdoor ad will be on major highways in each specific metropolitan area. For
example, if this Outdoor ad was placed in Boston, it would be placed on I-90, which is the highway to get into
Boston. This outdoor ad would also be in major cities that are participating in the Snapple’s Wheel of Snapplies
game. These outdoor ads can also be transit ads which could be placed in subways and buses.

The copy says:

“Time 2 Study Up Snapple Style”

“Real Fact” #2356 Place this code: On the new Snapple App #StudyUpSnappleStyle”

(On Page 9)

7
Print Ad:
This print ad is trying to pump up Snapple consumers to go and participate in the Snapple’s Wheel of Snapplies
game. This print ad will ran at the same time of the outdoor ad from January 16 - June 30, 2017. This print ad is very
quirky, representing Snapple as a brand. I added personality to the Snapple bottles to show how each Snapple bottle
has its own personality. This print ad also has a QR scan that the viewers can scan on their smart phones and be able
to get the information about when the Wheel of Snapplies game is coming near them. In addition, having a broad
range of magazines for different kinds of female and male target audiences ages 18-49 years old with the bull’s eye
target of 30 years old allows us to target them through different kind of magazine platforms. This print ad will run in
“People” magazine, “Star”, “US Weekly”, “GQ” “Cosmopolitan”, “Self”, “Lucky”, “Sports Illustrated”, “Time”,
“National Geographic” and “U.S Travel.”

The copy says:

It’s Time 2 Win Snapple’s Wheel Of Snapplies! Coming To City Near You Soon...

Time to study up! Collect all the caps from the different Snapple Bottles. Enter the different hashtags codes, and get
study flashcards. Study up for the annual Snapple’s Wheel of Snapplies coming to a city near you. Be able to win
Snapple Prizes.

(On Page 10)

8
Radio Ad & Radio Script:
This radio ad is going to run March 13 - June 29th, 2017 twice a week on Thursdays and Tuesdays during the
morning and afternoon commute. This radio ad will run on five major radio stations of the city for example, in
Boston it will run on

1. WXKS-FM – Kiss 108 – 1,810,600

2. WJMN-FM – Jam’n 94.5 – 1,323,400

3. WMJX-FM – Magic 106.7 – 1,277,700

4. WODS-FM – AMP Radio 103.3 FM – 1,253,200

5. WBMX-FM – Mix 104.1 – 1,001,60

The three main goals of the radio ad:

1. The radio ad is trying to first of all spread awareness of Wheel of Snapplies Game to both the Heartland
and Non-Heartland markets.
2. Increase the awareness of the existence of Snapple in the LRB (Liquid Refreshment Beverage) market in
the Non-Heartland.
3. On top of that, it will promote the social media game of posting how you study for Snapple “Real Facts”
with the hashtag #StudyingSnappleFacts.

(Script On Page 8)

9
Events:
Within this campaign, there are going to be twenty events happening all over the Non-Heartland and the Heartland
markets. The events would start the weekend of 4th of July in the Non-Heartland market :
1. July 1st in Los Angeles, CA
2. July 8th in San Francisco, CA
3. July 15th in San Diego, CA
4. July 22nd in Las Vegas, NV
5. July 29th in Seattle, WA
6. August 5th in Denver, CO
7. August 12th in Austin, TX
8. August 19th in Chicago, IL
9. August 26th in New Orleans, LA
10. September 2nd in Miami, FL

The events for the Heartland market would start September 9th

1. September 9th in Boston, MA

2. September 16th in Provincetown, MA
3. September 23th in Baltimore, MD
4. September 30th in Philadelphia, PA
5. October 7th New Haven, CT
6. October 14th Providence, RI
7. October 21 Portland, ME
8. October 28 Salem, MA
9. November 4th in Buffalo, NY
10. November 18th for the Final game in New York City
11. With the winner flying to New York City the weekend of New Year's eve for their weekend Getaway

The events would be in major cities with the highest range of Snapple consumers. At the events, there will be
Snapple shaped food and all the different kinds of Snapple drink flavors ranging from teas to juices to diet drinks.
There are also going to be photo booths where you can take silly pictures with fun wearables, while waiting for your
turn to play Snapple’s Wheel of Snapplies. When you get to the event as a consumer you get a number, first come
first served and you will play based on your number competing between each other to determine who knows
Snapple's “Real Facts” better.
The winner of each round would go on the next round until the day is over. The day's winner will continue
to the next round the following week, in a different city. This event is placed in the summer so it will be easier for
our Non-Heartland market to travel. Snapple pays for all travel expenses partnering with American Virgin to make
your travel easier. When the games starts American Virgin will be featured on Snapple ads and social media.
The funniest and wackiest picture at the end of the day will be posted on social media with the hashtag
#WackiestSnappiles and will get $20 off Snapples purchases in the future. The Snapple trucks (Snapplewheels #1 &
Snapplewheels #2) which have the Snapple’s Wheel of Snapplies game would both share their very own Instagram
account showing where they have traveled to and who is winning throughout the games and going on to the next
level.
Each event is also going to work with the non-profit Jumpstart, “Jumpstart is working toward the day every
child in America enters school prepared to succeed.” Jumpstart is going to sent out a PSA from June- November
2017 to promote for this event. For you to come and participate in Snapplie’s Wheel of Snapplies in your city, you
need to donate something from the specific list from Jumpstart that will be sent out via social media to help and
educate children.

10
 The last event which would which be the final game of Snapple’s Wheel of Snapplies would be hosted
right in the middle of Times Square in New York City where the two competitors, one from Heartland market and
one from the Non-Heartland, would compete for the ultimate prize. This would also be live on Snapple’s website
with no commercials but only Snapple commercials. Media advisories are going to be sent out to each city's media
outlets a month before each event. The New York City final game media advisory will be sent out also a month in
advance but to national media outlets.

(Media Advisory example on page “7” is about the Boston event.)

Social Media:
For this campaign we are using the social media platforms of Instagram and Facebook. The social media ads will
run a little bit later than the print, outdoor ad, and radio ads. The Facebook ad will ran from February 2 - June 30,
2017. The goal of the social media ads is to spread the word about how to download the new Snapple App, and to
spread awareness about studying for the Snapple’s Wheel of Snapplies that is coming to a city near you.
(You can see social media examples on pages 16-17.)
Facebook:
The Facebook social media platform will run from April 2 - June 30, 2007 right before the Non-Heartland market
starts their events. This social media ad will promote and spread awareness to download the Snapple App and start
collecting flashcards to study.
Instagram:
This Instagram social media platform will run from April 2 - June 30, 2017. This Instagram post, shows how you
can win more prizes by posting a fabulous picture of yourself studying on the new Snapple App with the hashtag
#StudyingSnappleFacts.

Snapple App:
The new Snapple App, would be possible to download right when the campaign starts in January 2017. It’s a free
app which you can download on Iphone and Android. This is the very first Snapple App, and would help consumers
interact with Snapple on a deeper level. When you purchase a Snapple bottle and open the cap it may have a hashtag
or a number. Either one is a code which you would place on the Snapple App, and would be able to give you
flashcards. A hashtag code gives you twenty-five new flashcards for your study collection and a numerical code
only gives you one flashcard. The more Snapple’s bottles you buy, the greater the chance you can collect all the
flashcards and be able to study for the ultimate Snapple’s Wheel of Snapplies game coming to a city near you.

Conclusion:
With this campaign ranging from January 2017- December 2017, we hope to increase Snapple purchase frequencies
in both the Heartland and Non-Heartland market, which results in increasing sales of Snapple products by 50%.

This campaign has three main goals

1. Volume increase of purchasing Snapple by 10%
2. Increase download of Snapple App by 20%
3. Social media increase of followers and likes by 20%

By staying consistent using the brand image and colors of Snapple within our campaign and being true to the brand
as a whole, this campaign can capture consumers and inspire them to be loyal to Snapple as a brand.

11
FOR IMMEDIATE RELEASE
August 9, 2017
Contact: Shira Hartman
Media Contact
617-910-7805
hartmanshira@snapple.com

Media Advisory

What: Snapple will host an event in the heart of Boston to commermorate the first Snapple’s Wheels of
Snapplies event in the Northeast. You will be able to take pictures, win prizes, and have fun. You need to
come there early if you want to be the first one playing Snapple’s Wheels of Snapplies because it’s first
come first served. Snapple is collaborating with Jumpstart so you need to donate something on the
Jumpstart social media list to attend this grand event. This event is going to bring out Snapple colors,
brand personality and spread awareness for the Snapple company and Jumpstart.

Where: Rings Fountain 2000 Milk St, Boston, MA

When: September 9, 2017 from 8 a.m.- 8 p.m.

Who: Anyone who loves Snapple, or wants to learn more, or support Jumpstart

Photo Oppt: From 7 a.m. - 8 a.m. media outlets are invited to have a sneak peek and interview people
waiting before the event starts.

####

12
 Radio Script

[SFX: Wheel of Fortune – Game Show Theme song starts to fade in when the Announcer starts speaking]

Announcer: Good morning lovely contestants; are we ready to play Snapple Wheel of Snapplies!

[SFX: Clapping sound starts to fades in while the Wheel of Fortune – Game Show is still playing]

[SFX: Clapping sound fades out, but the Wheel of Fortune – Game Show is still playing]

Female #1:
I am so ready! I studied every “Real Fact” out there!

Male #1: I am so going to beat you! I know Snapple like the back of my hand!

{SFX: Wheel of Fortune – Game Show fades out)

Announcer: Lets start playing. The first “Real Fact” question is how many teeth do mosquitoes have?

[SFX: Summer Samba by Walter Wanderley fades in for four seconds and fades out]

[SFX: Buzz in sound]

Male #1: Mosquitoes have 36 teeth

[SFX: Wrong buzzer sound fades in and fades out]

[SFX: Buzz in sound]

Female #1: Mosquitoes have 40 teeth

[SFX: Wrong buzzer sound fades in and fades out]

[SFX: Freeze-Frame by The J. Geils Band starts fading in for 14 seconds]

Announcer: Come down to your local Snapple Wheel of Snapplies game hosted by Snapple, and enter to win a weekend getaway to
New York City on New Years Eve, $50,000 college grant and the opportunity to create your own Snapple flavor. Snap a picture of
how you study with the hashtag #StudyingSnappleFacts, and post it on Instagram to be entered to win these and many more prizes.

13
14
15
16
17
18
19
Thank You

20
21