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Introduction

Research

Strategy

Creative

Media

Evaluation

SourcesWhen three friends took a new approach on apple juice in 1972, they started on a journey to create a brand full of life.1 With all natural beverages, colorful imagery and a flare for fun, Snapple products submerge the consumer in flavor, then pushes past that to a world of passion. Snapple founders made more than a beverage — they inspired a way of life.

Forty-four years later, the tea and juice drink industry is packed with options, but Snapple’s brand identity still stands high above the rest as the brand that refuses to conform to traditional messaging.

Snapple’s eccentric image has become lost in a field of competitors with similar positionings. Health trends and premium products have alienated Snapple, pushing it to a niche market. But while other companies are trying to outdo each other with bland messaging, Snapple naturally stands out as one of a kind. It doesn’t have to try, it just does.

There is so much good in this world. Snapple recognizes that, but it needs to show its audience. Our campaign will bring Snapple’s personality to the forefront and connect the brand to people.

EXECUTIVE SUMMARY

CONTENTS

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OBJECTIVES THE CHALLENGE

HEARTLAND: HEAVY USERWe want to be the top choice for consumers when they think of purchasing a tea or juice drink. While the Heartland is already loyal to Snapple, we want them to love the brand even more. By engaging loyal consumers with the brand, we will grow purchase frequency from 9x to 10x by the end of the 2017 calendar year.

THE BRANDSnapple benefits from its clear brand personality and a large variety of all natural flavors. Its recog-nizable glass packaging, pop of the cap and unique Real Facts create a distinct product experience. Unfortunately, although it holds high brand awareness in and outside the Heartland, sales are weak in the non-Heartland. The stark divide between the Heartland and non-Heartland — illustrated by the unavailability of flavors exclusive to the Heartland — may be contributing to this purchase disconnect. Non-Heartland consumers need to feel like Snapple understands and is reaching out to them too. Another weakness of Snapple is its poor presence on social media. Lastly, some consum-ers feel that Snapple’s claim to be Made from the Best Stuff on Earth just isn’t believable. We must emphasize Snapple’s zany brand persona while also making it relatable.

NON-HEARTLAND: LIGHT USERThose outside of the Heartland know Snapple, but they aren’t buying it for themselves. To increase sales, we need to con-vert the high awareness that people have of the brand into top of mind brand awareness. By incentivizing our target in the non-Heartland, we will increase the buying rate from 1x to 3x by the end of the year.

THE MARKETSnapple has an opportunity to expand its audience in the growing tea and juice drink category. But Snapple’s competitors in this overpopulated industry can also fight for customers. Sales for tea increase in the summer months, which Snapple has the chance to take advantage of. Although we are threatened by more health-conscious products, many competitors have similar positionings that blend together. Some consumers are loyal to other ready-to-drink tea and juice beverages, but Snapple’s positive personality resonates with the target and has the potential for relatability. Snapple’s top competitors are the health-conscious brands Gold Peak and Pure Leaf, competitively priced and number one seller Arizona, and popular, all-natural Lipton.

THE AUDIENCESnapple is searching for an audience that will be more than aware — they’ll be active purchasers. In order to capture consumers for a lifetime, we focused our target to include 18- to 35-year-olds. Narrowing our target allows us to create a more cohesive campaign that better fits their lives. While older consumers are wary of change, our bullseye target of 30 is ready for a bright, new experi-ence. These positive people may bump into Snapple at the store, but they need something extra to encourage them to buy.

BOTH STRATEGIES CONVERGE AND ULTIMATELY GROW SNAPPLE VOLUME IN THE U.S.

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RESEARCH

METHODSWe began with secondary research: identifying which tea was healthiest, which dominated social media and which packaging kept drinks the freshest. After analyzing our competitors, we acquired perceptions of Snapple through personal interviews. We evaluated whether consumers sensed Snapple’s quirky wit. Then we moved on to the juicy stuff: primary research. With in-depth focus groups and over 1000 completed surveys, it was time to transfer this information to development. In the end it was clear that although Snapple was recognizable, likable and fun, it was forgotten. We realized that our campaign must spark something in consumers that reminds them why they love Snapple.

“I’M CONSTANTLY IN A STATE OF SELF IMPROVEMENT, BUT I DON’T

BEAT MYSELF UP OVER IT.”

-MINDY KALING

“THEY’RE A FUN BRAND, BUT ONE I’LL FORGET ABOUT UNTIL I SEE AN AD ON HULU OR SEE

THE BOTTLES AT A GAS STATION. I DON’T KNOW WHY I FORGET ABOUT THEM THOUGH

BECAUSE I REALLY LIKE THEIR DRINKS.”

-SURVEY RESPONDENT

“IT’S NOT THE FIRST THING I THINK OF WHEN [I’M] THIRSTY. IT’S ONE OF THOSE BEVERAGES

I DRINK WHEN IT’S AROUND.”

-SURVEY RESPONDENT

KEY FINDINGS96 percent of survey respondents had heard of Snapple teas and juices.

45 percent had not purchased Snapple in the last six months.

9 percent listed Snapple as their favorite brand of ready-to-drink tea and juice.

PEOPLE ARE MOST LIKELY TO BUY BEVERAGES IN GROCERY STORES

THE NON-REFRIGERATED AISLE IS WHERE MOST PEOPLE LOOK FOR JUICES AND TEAS

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It’s clear that people perceive Snapple as the fun-loving brand that it is, but due to changing trends and a lack of exposure, the brand slipped out of the minds of consumers and consideration for it faltered. Snapple is good stuff. Some of the nation simply forgot.

WE WILL REFRESH SNAPPLE’S LIVELY IMAGE BY REACQUAINTING CONSUMERS WITH OUR DISTINCTIVE BEVERAGE EXPERIENCE, ULTIMATELY DRIVING PURCHASE

FREQUENCY BOTH IN AND OUTSIDE OF THE HEARTLAND.

STRATEGY

“WHILE GOLD PEAK AND PURE LEAF ARE REALLY GOOD, AND I PROBABLY DO GET THEM MORE, SNAPPLE IS STILL MY FAVORITE FOR ITS FLAVOR, VARIETY AND HONESTLY, [THE] GLASS BOTTLE. [IT]

TASTES BETTER THAN PLASTIC.”

-SURVEY RESPONDENT

“I REALLY LIKE SNAPPLE FOR ITS TASTE, BUT MORE SO FOR THE BOTTLE IT COMES IN

AND THE MESSAGE ON THE CAP.”

-SURVEY RESPONDENT

GLASS BOTTLES ARE THE PREFERRED BEVERAGE EXPERIENCE

PRICE IS THE MOST IMPORTANT FACTOR TO CONSUMERS BUYING A BEVERAGE

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Snapple is more than its enticing flavors — it represents a lifestyle. There is an enthusiasm for life that is unparalleled by competitors. And in a market where everyone looks the same, Snapple stands out as the clear choice for those who welcome positive experiences.

BY HIGHLIGHTING SNAPPLE’S VIBRANT PASSIONS AND PLAYFUL ENERGY, OUR CAMPAIGN WILL INSPIRE CONSUMERS TO EMBRACE THE GOOD, UNEXPECTED

MOMENTS THAT ADD FLAVOR TO LIFE.

CREATIVE STRATEGY

Snapple and its consumers find a reason to smile at ordinary experiences because they’re passionate about life. These moments don’t have to be big — they are genuine and relatable. We’re highlighting positive stuff, which is what we should all be focusing on. Our campaign stays true to the Snapple brand by paying tribute to its famous slogan, Made from the Best Stuff on Earth, as well as alluding to its Real Facts and real ingredients.

“LIFE IS ABOUT BALANCE. THE GOOD AND THE BAD. THE HIGHS AND THE LOWS.…YOU HAVE THE

POWER TO CHANGE YOUR OWN MINDSET SO THAT ALL THE NEGATIVE, HORRIBLE THOUGHTS THAT TRY

TO INVADE YOUR PSYCHE ARE REPLACED WITH HAPPY, POSITIVE, WONDERFUL THOUGHTS.”

-ELLEN DEGENERES

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Snapple is optimistic and recognizes the bottle as half full. Always embracing quirky, spontaneous moments that make life good. From the pop of the cap to the clink of the glass, Snapple helps people create delightful experiences. Real Good Stuff.

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REAL GOOD MOMENTSSnapple’s TV spot will invite viewers to celebrate the unexpected but oddly satisfying moments that they experience every day. While Snapple’s competitors preach peace and serenity, Snapple realizes that the world runs on wacky experiences that can drastically change a day for the better. Whether it’s catching your boss watching cat videos or making snow angels in a pile of free T-shirts, we will share the unforgettable moments that capture the Real Good Stuff in life. To prevent wearout, we will release a new TV commercial every quarter that shows more Real Good Stuff examples in the same style.2

TOTAL COST: $12,695,371TOTAL IMPRESSIONS: 539,278,131

COMMERCIAL

http://bit.ly/1UQUsoi

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REAL GOOD STUFFTo grow Snapple’s social media following, our post will showcase relatable content in an effort to naturally connect with followers. As more social sites are making it harder to find organic content, it will be important for Snapple to post cre-ative and notable material that will rise to the top. Our shareable posts will appeal to more users while better showcasing Snapple’s personality and our Real Good Stuff campaign.

SOCIAL

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POP CULTUREConsumers are familiar with Snapple’s distinct personality, but our campaign will make Snapple more culturally relevant to its target by posting pop culture references on social media through POP Culture. Snapple’s social media accounts will feature pop culture references that delight and entertain. The witty nature of the posts will encourage people to share them with friends. Snapple’s inquisitive nature and zany style is a perfect match for people crazy about pop culture, and the new posts will appeal to those most likely to be engaged with Snapple’s social media presence.3

TOTAL COST: $6,163,500TOTAL IMPRESSIONS: 297,400,563

SOCIAL

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SLIDESnapple will help turn a typical commute into a memorable experience by placing a slide in Grand Central Station — as a quirky alternative to the stairs. On the same day, two other slides will be put in Dallas and San Francisco. All locations will have a Snapchat geofilter, which passers-by can use while submitting pictures to the national Snapple Slide Sponsored Story. Our target, clad in their business attire, will contrast with the playfulness of the slide to create an unexpected pairing. A motion-activated camera will snap photos of users coming out of the slide to capture their reactions, similar to those of a wild roller coaster ride. Afterwards, they will be prompted to share their photos online, as well as permit Snapple to share the photos on its social media accounts. The photos will be displayed on a big screen next to the slide, spurring others to join in on the shenanigans. Placing slides in these bustling locations will attract organic media attention, presenting Snapple as an engaging and fun-loving brand.4

TOTAL COST: $798,600TOTAL IMPRESSIONS: 20,699,053

EXPERIENTIAL

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DIGITAL

REAL GOOD SPOTS WEBSITE EXTENSIONHit the road with Snapple to tour places all over the country deemed real good. Snapple’s Real Good Spots are a collection of unique places around the U.S. that a Snapple connoisseur would love. These zippy, hole-in-the-wall locations give our target the chance to revisit the spontaneous side of themselves. Snapple’s website will add a site extension that features a map highlighting the Real Good Spots. Each spot’s marker will show more information about that location when users hover over it. Customers also have the chance to propose their own spot through a voting system. After five upvotes, the user’s spot will be added to the map.

TOTAL COST: $50,000TOTAL IMPRESSIONS: 139,264,166

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DIGITAL

SNAPPLEIn order to maximize our target’s exposure to our campaign, we’ve decided to create a Snapple mobile app. This will act as a hub for all things Snapple, including a store locator, a map of all the Real Good Spots and an exclusive Real Fact of the Day. Using augmented reality and beacon technology, Snapple will add another level of interaction to their drinking experience. SnAPPle will help Snapple lovers stay connected with the brand in real time.5

REAL FACT OF THE DAYTo update Snapple’s classic facts, we will use the app to send a Real Fact of the Day, only avail-able on the app. This will serve as an incentive for people to check the app daily. These facts will highlight kooky but current facts that users won’t be able to keep to themselves.

TOTAL COST: $500,000TOTAL IMPRESSIONS: 558,045,715

AUGMENTED REALITYWith augmented reality, we will bring the Snapple bottle to life. When the camera of the phone is pointed at the bottle, an animated character will start interacting with it to produce sounds that correspond to the bottle’s unique features. There will be four distinct sounds: the twisting pop of the cap, clinking on the glass bottle, the snap-ping of the cap, and drumming on the bottle. For example, the lemony character shown below will jump up and down on the cap to recreate the snapping of the cap. Once users collect four bottles, all four elements will blend together into a full tune, which will play on a loop. This feature will be in an app update in conjunction with an execution happening later in the year.

APP PROMOTIONOur digitally savvy target needs inspiration to download SnAPPle, so we will promote it on podcasts, Hulu and in malls. On popular podcasts, DJs will prompt listeners to download the app for the full Snapple experience. To further reach our audience on digital platforms, we will place an interactive ad on Hulu. If viewers choose to participate in the ad experience — which will expose them to app functions — they will not have any other commer-cials during their program. To catch our on-the-go consumers, we will place an interactive, touchscreen kiosk in malls to give them a similar peek of app features.

TOTAL COST: $44,700TOTAL IMPRESSIONS: 307,606,160

EXPERIENTIAL

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45TH ANNIVERSARY POP-UP SHOPWe will celebrate Snapple’s rich history and loyalty to the Heartland by going back to where it all began. For one day, a pop-up shop shaped like the iconic Snapple bottle will appear in Brooklyn Heights Prom-enade to celebrate the 45th anniversary of Snapple’s debut in New York. We’ll flashback to Snapple’s first flavor, Snapple Apple, which the shop will sell exclusively. Since Snapple’s brand awareness is high in New York, passers-by are likely to engage with the shop. Through this event, Snapple will prove that although it’s expanding, it won’t forget its Heartland roots.6

TOTAL COST: $15,240TOTAL IMPRESSIONS: 62,401,035

EXPERIENTIAL

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PRINT/BILLBOARDSTo reinforce our campaign’s image, specialized print ads will showcase Real Good Stuff that is tailored to the audience of each platform. Magazines, such as the do-it-yourself publication Make, will cover a variety of interests. Snapple, paired with a line of personality-driven copy, will directly attract viewers with what they are personally passionate about. Hand-painted billboards on brick walls will act as simple reminders of Real Good Stuff. We will take a time-lapse video of their cre-ation and share it on our social media platforms. These creative placements will match Snapple’s messaging and stand out from competitors in the ready-to-drink tea and juice market. Traditional billboards will also be used to increase reach. These platforms will allow us to have high frequency in the market and connect Snapple’s passions with those of the target.7

TOTAL COST: $4,069,626TOTAL IMPRESSIONS: 2,404,542,528

TRADITIONAL

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REAL GOOD TRUCKStarting on the West Coast and ending in New York City, Snapple will spread joy and flavor across the U.S. The truck will showcase Snapple flights, in which customers can try four different flavors at once. We will offer a 10 percent discount on one flight to those who download SnAPPle. Full-size bottles of every flavor will also be available for purchase, giving consumers outside of the Heartland an opportunity to try flavors that are typically not available in their region, like Go Bananas. Anyone that purchases from the Real Good Truck will receive a cap-shaped magnet to write what Real Good Stuff means to them on; then they will put it on a magnetic board that flips out from the back of the truck. Responses on the board will be shared on Snapple’s social media after every stop, giving consumers the opportunity to publicize their Real Good Stuff. Also, the Snapple app will track the truck’s location, giving consumers an easy way to find and try unique flights. Bumper stickers will be displayed on the back of the truck to feature the funky spots it has visited in the Heartland and non-Heartland.8

TOTAL COST: $685,513TOTAL IMPRESSIONS: 170,760,263

EXPERIENTIAL

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WHAT’S YOUR FLAVOR ENDCAPTo meet the consumer where they’re already shopping and increase consideration for Snapple, we will place an interactive endcap exclusive-ly in Target stores within our DMAs around the U.S. By partnering with a bright brand like Target, Snapple will position itself as a strong contender in the tea and juice drink category. The eye-catching endcap is made from corrugated plastic, and with perforated doors, it will be a snap for consumers to open. Each door has a quirky visual or relatable scenario on it, so consumers can pick the door they associate with the most. Hid-ing behind each door is a Snapple flavor that pairs best with that mood. We will show consumers that Snapple is Real Good Stuff.

SHOPPING CART HIDDEN MESSAGEGood stuff is found when life is interrupted. With this in mind, we want to surprise consumers while they’re shopping. For a limited time, each shopping cart in Target in our DMAs will have a hidden message on the handles, encouraging consumers to purchase Snapple. When someone uses the cart, their hands will activate the handle’s heat-sensitive mate-rial, revealing the message “Find Real Good Stuff on Aisle 3.” To confirm they have found the right stuff, we will place a floor decal in front of Snapple in the aisle. This unconventional shopping experience will direct them to where they can find Snapple in the store.9

BEACONSUsing beacon technology, anyone with the app will be sent a push notification when they walk into a grocery store, telling them where to find Snapple’s interactive endcap with a $0.50 redeemable coupon.

TOTAL COST: $2,360,750TOTAL IMPRESSIONS: 132,665,402

IN-STORE

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REGIONAL 4-PACKSOur research showed that consumers are unaware of the variety of flavors Snapple has to offer. To combat this, we will produce Snapple 4-Packs containing four different fla-vors. The twist is, we won’t choose the 4-Packs — consumers will. We will take the flavors that were ordered most from Snapple’s Real Good Truck to determine the contents of each regional 4-Pack. To customize the packaging and unite the Heartland and non-Heartland, users can submit doodles through a temporary feature on SnAPPle. Doodles will be col-lected from all over the U.S. to create one package design for all 4-Packs. For consumers eager to try out the augmented reality feature on SnAPPle, a 4-Pack allows them to instantly have enough bottles to engage in the full experience. The Snapple 4-Packs let consumers customize their own personal Snapple experiences.

TOTAL COST: $1,250,000TOTAL IMPRESSIONS: 25,259,708

IN-STORE

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AFTER SCHOOL FOUNDATION EVENTReal amazing stuff happens while spending time helping others. With this in mind, Snapple will host a charity event for The After School Corporation in New York City. The After School Corporation works to provide a stimulating learning experience for underprivileged students. They help schools by funding after-school programs that allow students to discover new talents and reach their full potential. In a public but sectioned-off area, we will place fifteen metal faux fridges that serve as a gallery of student work. Each of the five participating New York City schools will have three fridges dedicated to it. The fridges will proudly hang submitted tests, artwork and homework, recreating the feeling children have when parents hang up their work at home. Participants viewing the gallery will have the opportunity to donate at a designated box labeled with a suggested admission cost. Snapple will also match the money raised for the day to ensure students get the most support possible. Since all proceeds will go to our partnered schools, Snapple’s philanthropy will allow opportunities for Real Good Stuff to flourish in the schools and enrich students’ lives.10

TOTAL COST: $15,500TOTAL IMPRESSIONS: 3,788,526

PHILANTHROPY

CARPOOL KARAOKE PARTNERSHIPThe Late Late Show with James Corden has a viral hit with Carpool Karaoke. In the segment, Corden drives around with celebrity singers like Adele, belting out their top hits where most people do: in the car. Snapple will sponsor this segment of the show; Corden and his musical guest will drink Snapples in the car, shamelessly promoting the flavorful beverage in hilarious, over-the-top Corden fashion. Snapple’s quirkiness will be enhanced while pairing with this digital hit.12

TOTAL COST: $100,000TOTAL IMPRESSIONS: 30,508,785

EXPERIENTIAL

REAL GOOD MOMENTSFrom laughing so hard you get abs to waking up to kisses from your dog, people can find Real Good Stuff in many experiences. In order to reach our target on the go, we have created a 30-second Pandora and Spotify ad. We will also place it in the morning prime time slot of traditional radio media space in our DMAs for maximum reach. This comical yet relatable ad features different people revealing various examples of what Real Good Stuff is to them. Halfway through the year, we will release a new radio spot to keep our examples fresh. We want to capture the diversity of our campaign and show that, with the right perspective, life can be full of Real Good Stuff.11

TOTAL COST: $1,960,000TOTAL IMPRESSIONS: 4,965,326,400

RADIO SCRIPT

SFX: Music begins

Real Good Stuff.

Like laughing so hard you get abs.

And swapping a work day with a visit to Dinosaur World.

Realizing your date is also obsessed with Monty Python videos.

When your roommates suddenly discover their passion for cleaning...

SFX: Record scratch

Wait, that never happens.

Waking up to kisses — from your dog.

And having enough free T-shirts to last through the zombie apocalypse.

Snapple.

SFX: Snapple pop

Yeah, that’s real good stuff.

RADIO

http://bit.ly/1PvuOPb

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MEDIA STRATEGYIn order to reacquaint our diverse target with the playful Snap-ple brand, we knew our media plan had to catch consumers through multiple platforms. We had to reflect that people are already familiar with the drink, yet haven’t been convinced to try and purchase the product regularly. Our executions will capture consumers’ attention and produce fresh, shareable content in major DMAs. With an emphasis on frequency in densely populated urban areas, the Real Good Stuff campaign will generate positive and lasting impressions and increase product consideration, trial and ultimately, loyalty.

Our integrated, multichannel media plan leverages tradi-tional, digital and experiential media. These placements will drive purchase throughout our entire target segment while retaining an appreciation for the mindset of our 30-year-old bullseye target. Our media platforms reach a large audience while staying efficient in cost. After hitting over nine billion im-pressions, we realized we had created an impactful campaign for less than our original budget — we capped our Snapple campaign at just under $42 million.

MEDIA

DMAs1. New York City2. Los Angeles3. Chicago4. Philadelphia5. Dallas-Ft. Worth

6. San Francisco-Oakland-San Jose7. Washington D.C.8. Boston9. Atlanta10. Houston

11. Tampa12. Phoenix13. Detroit14. Seattle-Tacoma15. Minneapolis-St. Paul

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TRADITIONALWe’re kicking off our 2017 campaign with traditional media buys to place Snapple back at top of mind for consumers. Traditional media is allocated the largest chunk of the budget because it is a heavy hitter, frequen-cy builder and will heighten awareness in metropolitan areas across the Heartland and non-Heartland. Our TV and radio spots will offer specific examples of Real Good Stuff to help consumers connect with our cam-paign. Print and billboard will reinforce our messaging through creative and personalized platforms.13

EXPERIENTIALSummer is an important month for the tea and juice category. To capitalize on increasing sales, we will make sure Snapple is present with engaging execution. The Snapple Slides in New York City, Dallas and San Francisco will make Snapple the top story of the day, as well as drive digital engage-ment through photo posts with #RealGoodStuff. The app promotion kiosks, will encourage new app downloads in high-traffic areas. The 45th Anni-versary Pop-Up Shop will reinforce Snapple’s relationship with its Heartland consumers before the Real Good Truck starts its journey from the West Coast. Online content and word-of-mouth will result from the truck’s sum-mer tour, supporting and driving traffic to social media, Snapple’s website and app. The truck’s data can then be used to inform future marketing ef-forts should Snapple decide to develop exclusive flavors in non-Heartland areas. Our experiential executions, ending with a partnership with James Corden’s Carpool Karaoke, will increase brand engagement and affinity.14

MEDIA

BUDGET BREAKDOWN

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DIGITALThroughout the year, social media, video, radio and our app will bring Snapple into the digital space in a powerful way. Social media will draw more interaction through POP Culture posts and more relatable content. The app’s new daily facts will keep Snapple at the front of people’s minds, converting awareness to serious consideration. Digital video is also an ex-tremely valuable medium which will show off the campaign voice through Hulu and YouTube placements, while Spotify and Pandora serve as rein-forcement in a high-attention space. Our audience can visit Real Good Spots in real life or on the site extension. Lastly, display ads and SEM will drive traffic to our digital campaign hubs. Our quirky executions will in-crease consideration and purchase frequency while playing an important role in the consumer journey within the campaign’s messaging.15

IN-STORETo round out our campaign, we’re finding people where they’re already shopping: Target, a brand highly relatable to our target’s personality. The final step in our consumer journey is to make buying Snapple a distinct experience. Our revealing cart handles steer customers toward Snapple’s location to add excitement to shopping trips. Beacon technology will keep the brand top of mind with consumers while they are in the grocery store. Once people arrive at the endcaps, they will take a moment to engage with the brand, encouraging purchase and word-of-mouth. The Snapple 4-Pack will serve as Snapple’s answer to the gap between the Heartland and non-Heartland’s flavor availability. It will also push purchase quantity and result in increased purchase frequency due to the exclusive nature of the packs. All of our in-store executions drive media usage, brand engage-ment and top of mind consideration for Snapple.16

DIGITAL

Social Media

Website Display and SEM

Site Extension and App

Radio and Podcast

Video

TOTAL

TRADITIONAL

TV

Print

Radio

Billboards

TOTAL

CONTINGENCY AND EVALUATION

Contingency

Evaluation

TOTAL

EXPERIENTIAL

Slide

Interactive App Display

45th Anniversary Pop-Up Shop

Real Good Truck

Carpool Karaoke Sponsorship

TOTAL

IN-STORE

End Cap

4-Pack

Shopping Cart Hidden Message

Beacons

TOTAL

PHILANTHROPY

After School Foundation Event

$6,163,500

$5,090,601

$550,000

$2,433,520

$1,050,000

$15,287,621

$789,600

$44,700

$15,240

$685,513

$100,000

$1,608,053

$1,560,000

$1,250,000

$800,000

$750

$3,610,750

$15,500

12,695,371

$3,398,106

$1,960,000

$671,520

$18,724,997

$1,500,000

$1,000,000

$2,500,000

COSTBUDGET

TOTAL BUDGET:$41,746,867

TOTAL IMPRESSIONS:9,659,515,622

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MEDIA JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

DIGITAL

Facebook

Twitter

Instagram

Radio

Podcasts

Snapchat

App

Website Extension

Spotify

Pandora

Hulu

Youtube

Display Network

Google Adwords

TRADITIONAL

TV

Print

Radio

Billboards

PHILANTHROPY

After School Foundation Event

EXPERIENTIAL

Slide

Carpool Karaoke Sponsorship

Interactive App Display

45th Anniversary Pop-Up Shop

Real Good Truck

IN-STORE

Endcap

4-Packs

Shopping Cart Hidden Message

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A successful campaign is not complete unless there is a real good plan to measure its success. To ensure that the campaign leaves a lasting mark on our target, we have budgeted for evaluation. We will hire an external agency to track metrics from executions at the end of each month and compare sales to the year before. The agency will make suggestions based on the results, and Snapple will be able to make tweaks to better reach the consumer.

GOOGLE ANALYTICSBy continually analyzing, altering and feeding the data we get from pro-grammatic buys back into the platforms, Snapple can strategically increase brand awareness across social media. The key insights gained from the collected data will lead to effective messaging and PR across all channels.

KEY PERFORMANCE INDICATORSKeeping track of KPIs is imperative in determining Snapple’s ROI. We sug-gest taking a few different approaches to measure creative and strategic effectiveness of the campaign as it guides the consumer’s journey. We recommend measuring brand attention and engagement online using so-cial media trackers. Purchasing frequency can be measured with retail sales reports, trial and brand sentiment surveys throughout and after the campaign. Generating over 9 billion impressions shows that we will suc-cessfully meet — and most likely exceed — the goal of raising purchase frequency in and outside of the Heartland.

DIGITALDigital efforts can be tracked by analyzing the correlation between in-creased social followers and sales. Metrics such as app downloads, active users, app heat maps and time spent on the app can also be tracked. Lastly, click-through rates from social media to Snapple’s site extension will be measured.

GENERAL CAMPAIGN MANAGEMENTTo measure the campaign’s overall success, we suggest running focus groups at the beginning and end of the campaign, as well as after the summer ends. These are a great way to gauge increase in purchase con-sideration. The same will be done with online surveys and social media conversation monitoring. While the Real Good Truck travels across the country, it will track popular flavors to inform future product development in markets lacking many flavors.

EVALUATION

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Real Good Stuff encompasses life’s quirky, unexpected moments. Throughout the year, Snapple will celebrate its consumers’ relatable passions and playful wit, creating a

relationship with a growing audience. People craving flavorful experiences will interact with Snapple more than any other brand in the category. Our campaign will inspire people to always see the bottle as half full, igniting a lifelong affinity for Snapple.

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How Millennials use and control social media. (2015, March 16). Retrieved from https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/

How Millennials use and control social media. (2015, March 16). Retrieved from https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/

What Instagram’s New Algorithm Could Mean for Agencies and Brands. (n.d.). Retrieved from http://www.adweek.com/news/technology/what-instagrams-new-algorithm-could-mean-agencies-and-brands-170243

James Corden’s viral monster Carpool Karaoke gets a primetime special. (2016, March 11). Retrieved from http://www.digitaltrends.com/movies/carpool-kara-oke-corden-cbs-special/

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4

SOURCES

Marco GarrettPRESIDENT

Samantha MitchelsonRESEARCH DIRECTOR

Kara PerryDESIGNER

Julia MatherlyDESIGNER

Nikhil KulkarniACCOUNT PLANNER

Lauren ShinskeRESEARCH COORDINATOR

Madeline GuzzoVICE PRESIDENT

Campbell ThompsonDESIGNER

Julian Plata-BermúdezDESIGNER

Lauren HarrimanMEDIA PLANNER

Amanda BonnerRESEARCH COORDINATOR

Nicole NalazekCREATIVE DIRECTOR

Amanda MerkelDESIGNER

T.J. McGinnisACCOUNT PLANNER

Lisa MaoMEDIA PLANNER

Amanda CowherdCREATIVE DIRECTOR

Chase SutherlandCOPYWRITER

Audrey ShaeferACCOUNT PLANNER

Jessie BrownMEDIA PLANNER

Kailena SampsonACCOUNT DIRECTOR

Alex ByersVIDEOGRAPHER/HYPE MAN

Maggie SheltonACCOUNT PLANNER

Blake MoreauMEDIA PLANNER

Sam HarrisMEDIA DIRECTOR

Joe WordenDESIGNER

Michelle ChenACCOUNT PLANNER

John ConteRESEARCH COORDINATOR

A special thanks to Dave Regan, our phenomenal faculty advisor, for his unwavering support and guidance. This team wouldn’t be what it is without you.

Thank you to Jef Richards, Lou Schiavone, and Greg Taucher for keeping our standards high. You guys rock.

MSUAAF 15-16