Live, Laugh, Drink on the Bright Side

Table of Contents

Executive Summary 2Client Overview 3 Industry Analysis 4Competitive Analysis 5SWOT Analysis 7Target Market 8Primary Research 9Media Plan 10Budget Overview 11 Media Schedule 12TV/Radio/Print 13Gas Station TV’s 14 Coachella/App 15Bus Tour 16Community Outreach 17

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Executive Summary

Tea has become one of Americas favorite drinks. Tea started out as a sweet summer drink but has evolved to an everyday enjoyment. There is a wide selection with a different teas to match everyones taste. From sweet to unsweet, peach to rasberry there is one for everyone.

“Live, Laugh, Drink on the Bright Side” goes along with the personality the Snapple brand already has. The new campaign is for all the people who already love the brand and for the ones that are just joining, Snap-ple is here to make the world a happier place. The brand will focus on family and customer loyalty, allowing all ages to live on the bright side.

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Client Overview

Snapple was founded in 1972 in New York City by three friends (Hymie, Lenny and Arnie). They started out by selling door to door with their very first product called “Snappy Apple”. Snapple has always been the company to try new things and has alwasy been different from any other brand. In 1987 Snapples lemon iced tea was created and their success didnt stop there. In 2000 they started selling super premium jucies, which just added to a brand that had just rolled over into the new millennium. Along with the new millennium, Snapple is now apart of the Dr. Pepper Snaple Group. Under new ownership he iconic brand was making another large splash by adding “Snapple Facts” to the bottom of every lid. Snapple didn’s stop there and in 2007 they decided to make their drinks even better and refined their formulas to better fit a persons taste buds. Snapple is sold in almost every state in the US and in about 80 countries worldwide. Through difficult turns the brand has always kept its image and never seems to dissipoint the people who care so deeply for the brand. Snapple was born in New York, but has grown in to a great company and is enjoyable for everyone.

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Industry Analysis

-87% of millennials drink tea. In 2014, -Americans consumed 80 billion servings of tea. 84% of that tea was black tea, and 15% was green tea. -Most people in the South and Northeast United States drink tea. -Ready-to-drink tea has grown a lot in sales, however it’s extremely cheap to brew at home. -Already-brewed-tea or tea mixes make up 52% of tea consumption. -The rest of tea consumption are tea bags or tea brewers. -Tea sales in 2014 reached about $11 billion. Forecast – tea sales will double over the next 5 years.

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Your Competition

-2013 sales: $619,562,400- 28% market shares - #1 in the ready to drink tea industry - Strong brand identification- Can purchase straight from comapany website- Eye catching packaging - Appealing prices -Offers green, white, black, herbal and diet teas- Each tea offers distinct and satisfying flavors

- 2013 sales: $375,000,000- Belongs to Unilever- Used to be a supermarket chain in United Kingdom. Argyll bought Lipton to focus mainly on tea- Company includes powder mixes, bottled tea, tea bags, liquid mix, k-cups, pyramids and mix on the go- Offers green, white, herbal, black and flavored teas- Priced in the middle of the spectrum- Teas are a blend selected from many different plantations around the world.

- 2013 sales: - Offers a variety of teas in differ-ent flavors- New campaign aimed to reach millennials- Partnership with VICE Media and Noisey -BriskBodega.com gives con-sumers access to music and behind the scenes look at the Bodega tour and their loyalty program

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Your Competition

- 2013 sales: - Offers many different flavors and sizes- Offers coffee in light, dark, de-caf, and organic roast- $1 billion brand- Focus is to communicate taste visually- Has partnership with Boston Market- Highest conversion rate

- 2013 sales: - Part of the Coca-Cola compa-ny- Founded in 2000, Coke pur-chased company in 2007- Surpassed 1 billlion in annual retail sales in less than 3 years- Sells products in 14 countries and to 40 different markets-First Coca-Cola brand to be born truly global- 3 categories of products with 30 different flavors- Trying to use mobile advertise-ments to reach younger de-mogaphic

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S W O T

-Small than other compa-nies - Rely on some third party bottlers - Dont have many drinks other than tea products

- #1 company in the fla-vored CSD market- Integrated business model- Strong customer relation-ships- Experienced manage-ment

- Expansion into other parts of the country - Expansion Internationally - New products - Already existing line ex-pansions

- Other larger companies - Less favorable retail placement - Loss of thrid party bot-tlers

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

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Target Market

WhoTheyAre: - 18 to 49 Year Olds- Extensive Net-work Users- Thrill Seekers- Positive Liife Outlook

WhatTheyLike: - Excitement - Fun - Friends and Family

Generation Y or Millenials aren’t the only fun loving, thrill seekers anymore. Snapple is here to bring joy and excitement to all ages. These consumers like to laugh often and see the brighter side of life. The goal of our target market is to find the people around America that want to have fun and want to help us tell our story, by also telling us theirs. The brand has alwasy been about family and family is what we want. The family people that love living life as much as the people at Snapple do.

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Primary Research

85.22% mostly use Facebook 81.11% use Netflix

63.9% spend 1-15 hours watching telivision

56.52% watch ABC the most 70.2% watch primetime telivision (7-10PM)

34.48% spend 10 or more hours on social media

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Media Plan

Television - $13,051,272 Superbowl - $5,000,000 NCAA Championship - $2,000,000 MLB All Star Game - $590,000 MLB World Series - $430,000 NBA Championship Series - $520,000 Modern Family $239,650 Black-ish - $155,928 Once Upon a Time - $159,160 Dancing with the Stars - $121,400 The Big Bang Theory - $322,891 Supergirl - $157,592 The Blacklist - $200,166 The Voice - $254,485 Walking Dead - $400,000Radio - $6,200,000 12 stations - $4,992,000 Pandora - $1,000,000 Production - $208,000Magazines (YRLY) - $924,000 Sports Illustrated - $195,000 People - $324,000 Cosmopolitan - $184,700 Time - $220,300Gas station TV’s - $5 million

Billboards (YRLY) - $1,105,000 Vegas - $400,000 California - $165,000 Florida - $540,000 Coachella - $2,083,432 Sponsorship - $1,995,000 Merch - $48,600 Vip Giveaway - $18,032 Tent - $5,000 Sky Flags - $1,000 Employees - $10,800 Travel - $5,000App - $187,600Social Media Intern - $7,000Bus Tour - $2 million Bus - $700,000 Gas - $10,000 5 Employees - $18,000 Tent - $ 5,000 Merch - $280,000 Media Intern - $13,000Scholarships - $5 million 50 scholarships - $100,000 (each)Community Outreach - $10 million

Total Cost - $45,558,304

“Live, Laugh, Drink on the Bright Side” is alot about Snapple continuing to tell their story to the world, while also getting to hear the stories of their customers. For 2017 we plan on creating a campaign that will not only focus on what people already love about Snapple, but we want to give them more to love. By using many differnt outlets to tell our story we will be able to reach the target market that Snapple wants to reach. Television, radio, print ads, social media, a new app are just some of the things that are in the plan for the 2017 plan.

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Budget Overview

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Budget'Overview'

Coachella!Radio!Scholarships!Gas!Station!TV's!Magazines!Billboards!TV!APP!Bus!Tour!Philathropy!

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Media Schedule January February March April May June July August September October November December

Black-ishOnce Upon a TimeDancing With the Stars

Modern Family NBA Championship SeriesMLB AllStar Game MLB World SeriesNCAA ChampionshipsSuperbowl/NFL Playo�s Television

The Big Bang TheorySupergirl The Blacklist The VoiceWalking Dead

Digital Gas Station TVSSocial Media Company AppSpotify Pandora

Print Magazines

Billboards

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Television/Radio/Print

Football ABCNBCCBSAMC

Basketball Baseball

Television and radio are great ways to reach millions of people country wide. In a new campaign Snapple will use these tools to a great extent. Snapple will start will a year long capmaign on television that will be spread out on different stations and different events through out the year. These include:

Snapple will also utilize radio by playing differnt 30 second com-mercials on some of the largest stations around the country. Along with the staions there will also be a year long ad subsription to Pandora. These staions include:

WHTZ FM 100.3 New York KIIS FM 102.7 Los AngelesWKSC FM 103.5 Chicago WXKS FM Kiss 108 BostonKHKS FM 106.1 DallasWIHT FM Hot 99.5 Washington D.CKZNZ FM 105.7 Minnesota WSTR FM 94.1 Atlanta WPLT FM 96.3 Detroit WPOW FM 96.5 MiamiWCRS LP 102.1 FM Columbus WDVE FM 102.5 FM Pittsburgh

Print Medai is another way Snapple can increase consumer awareness. By using print people are visualy able to see who the company is and what they stand for. Through these campaigns Snapple will be able to visualy tel their story and gain more consumers country wide.

Sports Illustrated – Black & White Full Page PEOPLE – Full Page 4 Color Cosmopolitan – Full Page 4 ColorTIME – Full Page Black & White

Vegas – 20 Billboards California – 15 Billboards Florida – 30 Billboards

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Gas Station TV’s

Average driver spends 3-5 minutes, 6-8 times/month at a gas pump

4 minute loop mix of content: national news, sports, local weather, etc.

Consumers Undivided attention

Ad can be changed within minutes

With these TV’s you will get the following: - 15-second spot $100/month/pump- 2 pumps/station- Year-long ad- 56 stations/state- In 37 states- 2072 gas stations, total

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Coachella New App Coachella is a great way for the company to reach thousands of people at once. During 2017 Snapple will be sponsoring the whole event. This opportunity gives Snapple a way to interact will thousands of people who may not even know about their brand. Coachella is one of the largest music festivals, estimating an attentance around 600,000 people over the two weekend event. Seeing how large of an event this is Coachella does have to have a way to feed and hydrate the people at the festival. Snapple will be the largest distibutor of bev-erages there. Everywhere a consumer would look there would be snapple which will generate buzz and gain more Snapple lovers by the thousands. Snapple will also be utilizing the new app to help create a viewing for the festival. Users will be able to win tickets to Coachella by using the app to scan the QR code on each bottle. Users will love this feature of the app becasue it allows them the possibility of winning something great. Even if they are not one of the winners of tickets to Coachella, they will still automatically win another prize from our merch store.

The new Snapple App, will allow customers to not only interact with the people at snapple, but interact with people from around the world. Consumers will be able to download the app simply by scanning the QR code that is on the packaging of the bottle or through the apple and android app store. This QR code will also be featured on certain Snapple commercials to target the millennials.

The app will have a fun game (in collaboration with Trivia Crack Developers; Etermax) called “Snapple Fictions”, based on Snapple Facts. By signing in through Facebook (or through the app), users will be able to compete against one or two of their friends or randomly selected opponents. During the game, players will be asked to falsely create a Snapple Fact, once all the “facts” are entered, players will then be presented with four “facts” , and only one of them being a real Snapple Fact.

The Snapple App also has another great function. Each Snapple bottle will have the classic Snapple Facts under the bottle cap, as always, but for a limited time the fact will be surrounded by a QR code. Users will need the Snapple App’s QR Code scanner (built into the app) to scan the bottle cap for a chance to win the grand prize (4) of 2 VIP tickets to Coachella during that year with a round trip flight and hotel expenses paid for. This new app will allow Snapple to really get to know their consumers and will allow the company to continue to grow along side them.

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Bus Tour

Interact with new and old customers!

26 CITIES IN 6 MONTHS!

College Campus gameday tailgating!

Contests to win free Snapple merch!

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Community Outreach

Because the 2017 campaign is fo-cused around family and re-getting to know Snapple, what better way to do that than giving to others. 2017 is going to be about giving back to a country that has loved Snapple for so long, to say thank you. There will be alot to accomplish with this campaign, but Snapple is going to start with schools. There are many schools and individual teachers that go out of their way to help young kids. It is now Snapples turn to help those kids by donating time, money and supplies to schools in need. Communities sometimes also need a little help. There are parks and baseball fields that are surrounded by weeds. Snapple is going to give communities the chance to get all new community parks that will be benificial to everyone.

Snapple is a brand that loves to put family first. Through all the campaigning Snapples main point was to welcome America into their family. By going out into the community Snapple will be continuing to tell the story that they want the world to hear. Through out the year of 2017 here are a few things Snapple will be doing in communities all over:

Scholarships are a great way to get young people involved with a company. That is why we are going to raise the stakes when it comes to what is included in our Snapple Scholarship. Through a video submission that tells Snapple what it means to you to “Live on the Bright Side” each applicant will be entered to win one of 50 $100,000 scholarships. The video submissions will also be used as part of our “Live, Laugh, Drink on the Bright Side Campaign”. Every video that is submitted will be placed in a 30 second commercial.

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