Branching OutAgency 315

1Contents 1

Summary ...........................................................................2Objectives ........................................................................3Cultural Insights ...............................................................4Brand Character ...............................................................5Profile Assessment ...........................................................6Research ...........................................................................8Consumer Perceptions ....................................................9Creative Brief .................................................................10Big Idea ..........................................................................11Snapchat .........................................................................12YouTube, Spotify, Pandora ............................................13Transit .............................................................................14Guerrilla Marketing, Jimmy John's ..............................15Social Media ...................................................................16Magazine, Billboard .......................................................17Television ........................................................................18Media ..............................................................................20Campaign Evaluation ....................................................24Our Agency ....................................................................25Citations .........................................................................26

Summary 2

Key Problem“Snapple sales should be higher since it is made from the best stuff on Earth; What could be better than that?”

Why is this happening?Snapple customers are loyal. However, we have not gained as much new business due to competitors’ lower prices, despite their inferior ingredients.Our solution is to update Snapple’s story as a natural brand meant for people who make simple, natural decisions about everything, from what they drink, to how they live their life.

Executive SummaryDiscovering who you are as a person is something Millennials are constantly working to figure out. There are highs, and there are lows -- things that combine to define us and make us unique. We want to belong, yet we want to be unique. It's quite natural. It's also quite important, as we shall show.

With Snapple’s birth being from the homeland of New York, we were given the task of helping this brand take its steps into a new market nationwide. We are taking what Snapple’s previous campaign has done by personalizing the brand of Snapple with the consumer, but making it relate to a wider audience through forms of media across the U.S. Snapple is made for everyone and our campaign will reflect this idea, turning it into reality.

Objectives 3

Communication ObjectiveInform Millennials across the country about Snapple’s exclusive brand and their premium beverages in order to influence people to stay their natural selves and treat themselves to a Snapple that is just as unique as they are.

• We will place a bullseye target on 30-year olds, keeping Snapple’s core audience (18-24) as our secondary target market

• Extend Snapple's appeal beyond the Heartland, which contains 80% of heavy Snapple users

Marketing ObjectivesWith the industry growth of tea being 2.6%, Snapple plans on increasing its total sales at the end of 2017 by 15%, which means we will be taking shares from all of our competitors, such as Arizona, Lipton, Brisk, and Gold Peak. This will move Snapple into the top three highest selling tea brands, conquering Brisk as they continue to drop in sales. Using our very generous $50 million budget Snapple will surpass its competitors in advertising spending and sales for 2017. The awareness that this campaign will create truly shows that the best stuff on earth isn’t always the cheapest and just like Mercedes, we’re not trying to be #1 in sales, we’re comfortable with being the best. Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

Factor

30221

41706

40126

43941

38390

42626

Total '000

3053

2894

2921

3045

1777

1446

Proj '000 Snapple

10.1

6.9

7.3

6.9

4.6

3.4

Pct Across

20.2

19.1

19.3

20.1

11.7

9.6

Pct Down

Drank in Last 6 Months Snapple

Spring 2014 Product: Beverages

Ready To Drink Iced Tea

Adults

158

109

114

109

72

53

Index

*Data from MRI+

Cultural Insights 4

In today’s technological world, it seems as if everyone is looking for ways to show how they are unique. There is a quest for individuality that is creating this competition to be different, from taking ten selfies in a row to find the perfect one, and taking a million pictures and tweeting about a concert, rather than witnessing it through your own eyes.

Everyone grew up different and we need to embrace our natural heritages and the things that make us who we are. No matter where a person branches out, they should always stick to their beliefs, values, and morals.

Snapple is a brand that has always stuck to its roots by keeping its same compassionate, loving, fun personality and not becoming dominated by technology. Snapple wants to help people find a healthy balance by experiencing life through expressing their true selves.

Brand Character 5

In 1972, three lifelong friends had a dream of a brand that was not afraid to be itself. This fun and exciting brand idea would soon become Snapple. Through the years, Snapple has evolved, grown, and has been bought by company after company, but one thing has not changed: The charm that made everyone love it in the first place.

Snapple has expressed its boisterous personality through its wide variety of flavors of ice tea and juice, its signature bottle, and through its altruistic acts of philanthropy. Snapple's people have always been ready to reach out their hands to help the community and the environment. Through its good natured personality and adventurous products, Snapple has grown a reputation for its charisma that cannot be imitated.

Just as natural, compassionate human beings would go through their lives, Snapple has stayed the same no matter who or what it encounters. Snapple's people spread joyfulness and positivity everywhere they go and being open-minded truly expresses their outlook on life. Born in New York, but made for everyone, explains the social aspect of Snapple and its customers.

Profile Assessment 6

Alexis starts off her day by reading her favorite magazine, Psychology Today (A), so she makes sure to keep her passion for her minor alive. After getting ready for work and downing her morning coffee, Alexis heads down to the bus station (B), located on the corner of Church St and 30th St, which is right down the road from her house. She takes a seat on the bench (C) at 8:00am and puts in her headphones to listen to Spotify (D), knowing she has a 45 minute bus ride to her job at Bleu Marketing Solutions Inc. While sitting on the bus (E) Alexis decides to catch up on her social media (F) because she would rather be social in person when she talks to her friends and co-workers. After Alexis has finished another exhausting day at work she pops in her headphones (D), checks her social media (F), and takes the bus (E) back to where she began her day so she can go home and unwind.

When Alexis is at home or during the weekends, her favorite activities are listening to Spotify (D) while working out and enjoying the beautiful California weather or spending time at home with her boyfriend watching Hulu (G) or their favorite shows on FOX and ABC (H). Even though Alexis is highly expressive and social she still dedicates much of her time volunteering for her favorite charities, such as Let’s Play and Keeping America Beautiful, showing her true compassion as a human being.

African AmericanFemaleGraduate of University of California Santa BarbaraMarketing Major with a Psychology minorLives in San Francisco, CA

Alexis Jordan, 30

Profile Assessment 7

(A) Psychology Today

(B) Bus Station

(C) Bench Ad

(D) Spotify

(E) Billboard

(F) Social Media

(G) Hulu

(H) ABC Television

San Francisco, CA

#NaturallyUniqueWe’ve been staying true to ourselves since 1972.

AC

D

E

F

HG

F

D

B

ResearchResearch Objectives

• Discover people’s thoughts on what kind of person drinks Snapple, Arizona, Brisk, Lipton, and Gold Peak.

• Discover the reasons why millennials tend to dislike Snapple

Question: Why do you prefer not to drink Snapple?

“I thought Snapple was really only in New York” - Mike

“Snapple is a cool brand, but I’ve just always bought Arizona because of the quantity” - Austin

“I just see Snapple as a more expensive choice with less product” - Kaylynn

“I’ve heard of it, but I don’t know anyone who ever drinks it” - Katie

Methods

• Surveys• Focus Group• Simmons• MRI+

78% of

respondents were female

59% of

respondents were 18-35

96% of

respondents have heard of Snapple

83% of

respondents have had Snapple

34% of

respondents preferred Snapple

3% of

respondents drinks

Snapple once per

week

Findings

8

Consumer Perceptions

A beverage made for

someone looking for the cheapest

drink possible with the biggest quantity. It does

not matter if there is unnatural

ingredients as long as the drink is still 99 cents.

9

Made for the “soccer mom.” A drink that is made for middle-aged women who are looking for something healthy to give themselves and their children.

Someone who is looking for a sugar rush with a bottle that attracts the eyes. Perfect for people who are looking for a re-sealable drink that will last them all day.

Nobody can pinpoint an exact target market for this unique brand. By always being their natural selves, Snapple is made for everyone.

Perfect for someone who is upscale and only wants the finest luxuries in their life. Expensive and healthy enough for the sophisticated drinkers out there.

Creative Brief 10

Business Challenge Millennial's do not think of Snapple as a top mind brand when purchasing tea or juice, and do not perceive Snapple as having premium drinks. Snapple’s brand personality isn’t having a personal connection with tea and juice consumers.

Target Market• Millennial woman who is early in her professional career• She has earned her bachelor’s degree• She is located in a large U.S. city, predominantly the west

coast region. • Enjoys the little things in life• Stays positive and embraces her own personality

Target CitiesBased off of target market and quirkiness of each city.• St. Louis, MO• Chicago, IL• Portland, OR• Austin, TX• Madison, WI• San Francisco, CA• Seattle, WA

Current Response to Brand Millennials think of Snapple as the Myspace of drinks, which is also too expensive and not worth the extra cents.

Desired ResponsesAfter exposure to our campaign, Millennials will see Snapple as the brand that expresses its own individuality in a healthy way and also influences others to do the same. Consumers will see Snapple as a top of mind premium drink that they deserve.

Why Does Snapple Matter?We are a trusted brand, made from all natural ingredients, and have stayed consistent since we were born.

What is the enemy?The fast paced world taking over and making people fight to be more individualistic and unique than the next person instead of embracing themselves.

What Does Snapple Stand For?A fun and passionate brand that doesn’t take itself or life too seriously. We stand for being the same person you were as a kid and never changing your true self. We also stand for premium drinks, signature features, and being made from the best stuff on earth.

Big Idea 11

Naturally UniqueThis idea is all about celebrating your differences, and what makes you, you.

Through the words you use to describe yourself, to the actions you take, and the choices you make, this is what defines you.

Uniqueness is what makes you part of the best stuff on earth, naturally.

Snapchat 12

The geographic filters will be placed in our seven key cities between May 27th - June 9th, where individuals will be able to show what makes their city Naturally Unique.

The national filter will be available June 10th to celebrate National Tea Day. By making the “duck face” you can drink your digital Snapple.

YouTube and Internet Radio 13

Youtube Snapple Series

PandoraSpotify

Banner ads will be placed on Spotify and Pandora, which will feature short audio clips from our “Snapple Series.” These ads will take aim to pique our target markets curiosity and will drive traffic to our YouTube page.

Our YouTube “Snapple Series” will feature interviews with celebrities explaining what makes them Naturally Unique. Each video will feature how these stars act when they are not in the spotlight.

Transit 14Bus Stop

#NaturallyUnique Staying true to ourselves since 1972.

Subway

Bus Wrap

#NaturallyUniqueWe’ve been staying true to ourselves since 1972.

Benches

Public transit accounts for over 60% of transportation in the United States, especially in large cities. This is why we will be placing ads in subways, bus stops, benches, and bus wraps in our seven targeted cities. Our bus stop advertisement will feature a digital screen that creates condensation as the temperature goes up, influencing people to drink a Snapple to quench their thirst.

Guerrilla Marketing and Jimmy John's 15Guerrilla Marketing Jimmy John's

Snapple Shacks will be placed in three target cities: New York, Chicago, and San Francisco. These will mimic the personality of Snapple and allow for consumers to try all the unique flavors that Snapple offers. These will create high volumes of buzz marketing, online and through word-of-mouth.

Get a Snapple in a snap with Freaky Fast delivery. Jimmy John's and Snapple are practically made for each other. The variety of Snapple drinks, both online and in-store, will be larger than the options at convenience stores, allowing customers to try all the zany flavors that Snapple has to offer. Get your sandwich with an all natural Snapple in one stop by combining two unique companies.

Social Media 16

TwitterInstagram Pinterest

Instagram will depict Snapple’s personality with every post while showing off the variety of flavors that are offered.

Pinterest will entice the creative individuals to use Snapple bottles in unique ways such as building a terrarium or a christmas ornament.

Sponsored posts will be placed on Twitter and Facebook featuring the many flavors of Snapple, and will drive traffic to Snapple.com.

Magazine and Billboard 17Magazine Billboard

Simple, yet vibrant ads will be placed in quirky magazines that our target market loves.

Is that a tree or a billboard? Our eye-catching, natural looking billboards will remind people about Snapple’s all natural beverages and reflect our campaign perfectly.

Television 18

#NaturallyUnique

#NaturallyUnique

Video: LS of man walking his dog through the park, he notices a girl sitting at a table drinking a Snapple. MUSIC: "Happy Together"by The Turtles

#NaturallyUnique

Video: Cut to man in classroom learning how to be an individual.VO: STEP ONE: FIND AN INTERESTING HOBBY.

Video: MCU of man awkwardly looking away and continues walking.VO: HOW TO GET THE GIRL OF YOUR DREAMS.

Video: LS of woman looking at him and smiling.

Video: Cut to man attempting to hang glide and fails miserably.VO: STEP 2: STAND OUT.

Video: Cut to MS of man and woman drinking Snapples together.VO:IT DOES NOT TAKE EXTREME HOBBIES OR OUTRAGEOUS CLOTHING TO GET THE PERSON OF YOUR DREAMS. ALL YOU HAVE TO DO IS BE YOURSELF.

Video: Cut to CU of man popping open a Snapple.Audio: Snapple popping open.

Video: MS of man dressed wearing a kilt, suspenders, a beret, fake beard, and smoking a wood pipe, while walking his pet komodo dragon.Audio: Man: This isn’t working.

Video: Fade in yellow background with Snapple logo and Naturally Unique displayed.VO: SNAPPLE. NATURALLY UNIQUE.MUSIC: FADE OUT

Television 19

#NaturallyUnique

#NaturallyUnique

#NaturallyUnique

Video: LS of dog walking with his owner through the park, and notices a female dog sitting with her owner.MUSIC: "Happy Together" by The Turtles

Video: Cut to dog in classroom learning how to be a good boy.VO: STEP ONE: FIND AN INTERESTING HOBBY.

Video: MCU of dog looking confused and continues walking with ownerVO: HOW TO GET THE DOG OF YOUR DREAMS.

Video: LS of female dog sitting with owner.

Video: Cut to dog hang gliding with no issues. Man from previous commercial can be seen in background failing.VO: STEP 2: STAND OUT.

Video: Cut to MS of both dogs looking at each other with a Snapple in the middle.VO: IT DOES NOT TAKE EXTREME HOBBIES OR OUTRAGEOUS CLOTHING TO GET THE PARTNER OF YOUR DREAMS. ALL YOU HAVE TO DO IS BE YOURSELF.

Video: Cut to MS of dog rolling a Snapple to the female dog.Audio: Snapple rolling on concrete.

Video: MS of dog wearing a fake beard and a beret, while walking his pet lizard.Audio: Dog: Whimpering.

Video: Fade in yellow background with Snapple logo and Naturally Unique displayed.VO: SNAPPLE. NATURALLY UNIQUE.MUSIC: FADE OUT.

Media 20

Media 21

Television

According to Nielsen, over half of the US Population still sits down to enjoy television shows on a regular basis. During this campaign, there is a Spot TV and a Network TV schedule. The Network television appears in four rounds: Launch period (200 GRPs) in January-February, going down in the early Spring (March-May) to 150 GRPs, raising back to 200 GRPs during the heavy selling Summer months and the last three months of the campaign will end with 150 GRPs and rise up during Summer. Ads on Spot TV (150 GRPs) appear in the seven key cities selected for their quirky, fun, entertaining vibe, with a large Millennial population, all outside The Heartland.

Magazines

A study published in 2008 in the Journal of Research in Reading, reveals that reading online may not be as effective or rewarding as the printed word. Print advertising is absorbed in a linear and user-controlled manner. The reader decides how long to stay on each page, and when to move away. Statistics show that campaigns that combine printed pieces with internet advertising yield up to a 25% higher response rate than using internet alone. During this campaign, Snapple will appear in four different magazines over the course of the year generating over 15 million impressions.

Website

A study from Crowdtap recently discovered that Millennials consume an average of 17.8 hours of media a day. This includes anything from shopping online to watching online videos. Hulu is a video streaming service with 15-second ads that repeat multiple times throughout the selected show. YouTube is another website that will contribute to this ad campaign. The person viewing their favorite video will first see a 15-second Snapple commercial. Traffic at Snapple.com arrives through tiles and banners which appear on Amazon and Ebay. The campaign will generate 405 Million impressions over 12 months.

Internet Radio

Statistica.com states that internet radio reaches almost 85% of the United States and the average person listens to two hours of internet radio a day; 95% of these consumers listen to it while on a mobile device. Snapple 30-second commercials will play multiple times a day on popular Millennial radio stations via Pandora, Vevo and Spotify.

Media 22Social MediaSocial media is one of the quickest and cheapest ways to reach Snapple’s target market. Instagram has 300 Million users worldwide with a 97% ad-recall according to Pennapowers.com. Facebook offers the ability to target ages and specific demographics. With this campaign, Facebook will deliver 365 Million impressions over the year. Twitter’s boosted post abilities will influence Snapple’s quirky target market with a combined 135 Million impressions over the campaign calendar. Snapchat’s exclusive advertising circle will cause ad recall in 135 Million users with a touch of a button and a Geofilter. Snapchat will run in June from the first to the tenth. Social media will run for the full campaign year.

TransitAccording to the American Public Transportation Association, public transit accounts for over 60% of transportation in the United States. Nearly 28 million people use public transportation across the United States a day. Of that 28 Million, 41.7% of riders fit in this campaign's target range. Beginning in January and ending in December, there will be transit-advertising outlets placed across all seven targeted cities. These outlets include full bus and taxi wraps, subway dioramas, and vertical subway ads.

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Budg

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Impr

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Campaign Duration

Impressions vs Budget

Impressions Budget

• Total Impressions: 3,957,447,723

• Total Budget: $46,429,363

• Reserve Opportunistic: $3,570,637

Media 23

Campaign Evaluation 24

Our Campaign’s success will be measured by the analysis of actual Snapple sales and reactions to our most recent advertisements. We will evaluate the traffic to Snapple.com, our social media presence, and the new “Snapple Series” Youtube channel. While making sure we are keeping brand loyalty in the heartland we will observe Snapple sales in the rest of the country, knowing that as Snapple branches out we are truly made for everyone.

• Heartland Sales• Snapple expansion• Competitor’s sales• Twitter followers• Facebook ‘likes’• Pinterest ‘pins’ generated• Instagram hashtag activity• Snapple Shack Traffic• YouTube “Snapple Series”

subscriptions• Jimmy John's feedback• In-store responses

12%

3%

Agency 315

Media DirectorCaitlin

Media PlannersGurbirJoshua

Executive Creative DirectorAustin

Creative DirectorAdam

Art DirectorsBreAnna

SamanthaLucas

CopywritersDaniellaHunterTyler

Project Manager Alex

Account ExecutiveMaria

Account PlannersKeegan Drake

AdvisorDr. D

25

Citations 26G. (2015, June 15). 11 Places That Prove San Francisco Is The Quirkiest. Retrieved November 18, 2015, fromhttp://www.buzzfeed.com/geico/quirky-places-you-can-only-find-in-san-francisc#.ofKdoK38dQ

Brisk. (n.d.). Retrieved November 18, 2015, from https://www.facebook.com/brisk/?fref=ts

Arizona Iced Tea. (n.d.). Retrieved November 18, 2015, from https://www.facebook.com/AriZonaIcedTea/?fref=ts \

Lipton. (n.d.). Retrieved November 18, 2015, from https://www.facebook.com/LiptonUS/?fref=ts

Gold Peak Tea. (n.d.). Retrieved November 18, 2015, from https://www.facebook.com/GoldPeakTea/?fref=ts

Snapple. (n.d.). Retrieved November 18, 2015, from https://www.facebook.com/Snapple/?fref=ts

V. (2012, November 28). 6 Quirky Things To Do In Seattle. Retrieved November 21, 2016, fromhttp://www.huffingtonpost.com/viator/6-unusual-seattle-sights_b_1911019.html Chase, A. (2015, June 30). 5 of the Weirdest Things You Can Do in Austin. Retrieved January 13 02, 2016, fromhttp://austinot.com/weirdest-things-you-can-do-austin Clark, S. (2014, October 3). Ten Cool Spots in St. Louis. Retrieved January 13, 2016, fromhttp://memphismagazine.com/style/ten-cool-spots-in-st-louis/

Snapple Beverage Corporation History. (n.d.). Retrieved January 21, 2016, from http://www.fundinguniverse.com/company-histories/snapple-beverage-corporation-history/ INFOGRAPHIC: Why Portland May Be America’s Greenest City. (2013, March 29). Retrieved January 27, 2016, fromhttp://www.businessinsider.com/portland-green-city-infographic-2013-3

How Snapple Became the Myspace of Drinks. (2015). Retrieved January 27, 2015, from https://

www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-Snapple Locker, M. (2014, March 10). 10 Places in Portland You Won’t Believe Exist. Retrieved February 06 , 2016, from http://www.ifc.com/shows/portlandia/blog/2014/03/10-places-in-portland-you-wont-believe-exist MLS. (2015, October 26). MLS sets new attendance records, Seattle hold highest average in league. Retrieved February 10, 2016, from http://www.mlssoccer.com/post/2015/10/26/mls-sets-new-attendance-records-seattle-hold-highest-average-league Newkirk, D. (2014, June 16). Offbeat guide to St. Louis: 5 best places to get your weird on in Mound City. Retrieved February 10, 2016, from https://roadtrippers.com/stories/offbeat-guide-to-st-louis-5-best-places-to-get-your-weird-on-in-mound-city?lat=40.80972 Odell, A. (2015, January 19). 28 Unexpectedly Awesome Things To Do In Seattle. Retrieved February 18, 2016, from http://www.buzzfeed.com/ariannaodell/unexpectedly-awesome-things-to-do-in-seattle-14ntd#.nw39PZeB9y Pullen, J. P. (2013). Weird Portland round-up - Travel Portland. Retrieved February 23, 2016, fromhttp://www.travelportland.com/article/weird-portland/ The 10 Best Seattle Restaurants 2016 - TripAdvisor. (n.d.). Retrieved February 24, 2016, fromhttp://www.tripadvisor.com/Restaurants-g60878-Seattle_Washington.html The Friendliest Cities In The U.S. For 2015. (2015, August 19). Retrieved February 24, 2016, fromhttp://www.huffingtonpost.com/conde-nast-traveler/the-2015-friendliest-citi_b_7988696.html These Are the Best Cities for Millennials. (2015, September 25). Retrieved March 01, 2016, fromhttp://time.com/money/4000798/best-places-millennials/?xid=soc_socialflow_twitter_money Dr Pepper Snapple Group - Philanthropy - Philanthropy Overview. (n.d.). Retrieved March 02, 2016 from http://www.drpeppersnapplegroup.com/company/philanthropy/ How Weird Street Faire 2016. (n.d.). Retrieved March 02, 2016, from http://howweird.org/