2016 UH NSAC Plans Book

Team 120

BEAT BOREDOM

TEAM 120INFORM

Imagine a time when you could only drink the same flavor of juice, tea or cola. That was life before Snapple.

Snapple broke this monotony by taking risks with exclusive blended flavors and all-natural ingredients in a unique glass bottle that contained fun facts under the cap. In fact, Snapple helped to pioneer a new beverage category. With its success came many imitators. Now there is a constant stream of new flavors and healthy options competing with Snapple for attention.

When we reviewed the brief to grow Snapple volume from its New York City roots to the rest of the U.S., we believed that the solution required more than just another campaign.

We must find a deeper meaning; something that gave the brand purpose and we set out on a quest to capture that moment when someone first experiences a Snapple. We had to find people who had been deprived of the brand. We found them in New York.

New York, Texas, that is.

When those Texan New Yorkers held the glass bottle, tasted the peach tea, and checked out the fun fact under the cap, they exclaimed how Snapple makes even tiny New York, Texas less boring.

That’s when we knew we had it. Snapple makes the world engaging, delightful and free of boredom. Snapple’s purpose is to help rid the world of boredom. To bring this idea to life requires more than just a campaign; it needs a movement. Every movement begins with a rallying cry. Ours is:

Beat Boredom

Beat Boredom captures the essence of why people love Snapple. Snapple adds unexpected flavor to everyday moments breaking the cycle of boredom.

It’s fun. It’s quirky. It’s Snapple. Here is our plan to start the movement.

Executive summaryInformAccepting the ChallengeUnderstanding the BrandDefining the Barriers

InspireThe Big IdeaStarting a MovementLaunching the MovementAdding New FlavorsActivating In Aisle

IntegrateBuilding Digital EngagementMaximizing the ResourcesMeasuring the Effect

2

389

1011121316

212526

TEAM 120 INFORM

55%CONVERSION

32%CONVERSION

17%CONVERSION

54%CONVERSION

The challenge is to grow Snapple usage in Heartland and non-Heartland markets. To succeed, we developed an integrated holistic marketing campaign that bridges Snapple’s two marketing regions.

The Snapple Challenge

3

accepting the challenge

HEARTLAND

The Heartland challenge is to increase Snapple purchase frequency from 9x to 10x per year. To do this, we need to increase the conversion rate from consideration to trial and repeat purchase by giving one more reason to buy Snapple.1

ONE MORE TIMENON-HEARTLAND

The non-Heartland challenge is to increase

purchase from 1x to 3x per year. To do this, we need

to increase the conversion rate from awareness to

consideration which will help drive trial and repeat purchase by giving more reasons to buy Snapple.2

TWO MORE TIMES

awareness

consideration

trial

repeat purchase

Loyalty

MORE OCCASIONS

MORE REASONS

TEAM 120INFORM

CommunicationSnapple is squeezed between brands that position themselves with flavor appeal and brands that position themselves as a healthy option.8,9,10

company Competition

Category

Snapple sales are growing, up 7.8% from this past year.3 From the pop of the cap to the glass bottle, Snapple is positioned as a premium drink with a unique personality.4

The ready-to-drink (RTD) tea category is growing at a remarkable rate. It has experienced a 5.8% sales growth from 2014 to 2015 and has a projected 19.7% growth by 2020.7

Arizona, Pepsi and Coca-Cola are capitalizing on ready-to-drink (RTD) growth by introducing drinks appealing to flavor and health.5,6

To better understand the challenge, we performed a category analysis and reviewed more than 300 articles and industry sources.

4

Analyzing the landscape

S STRE

NGTH

S • HIGH BRAND AWARENESS

• EXTENSIVE DISTRIBUTION NETWORK11

• STRONG HEARTLAND FAN BASE

• WIDE VARIETY OF FLAVORS

• RECOGNIZABLE PACKAGING12

WWEA

KNES

SES • LOW LOYALTY IN NON-HEARTLAND

• WEAK SOCIAL MEDIA PRESENCE

• LACKS MARKETING DIFFERENTIATION

• NEGATIVE PERCEPTION ABOUT PRICE13

• HIGH SUGAR CONTENT14

o OPPO

RTUN

ITIE

S • GROWING CATEGORY15

• DECREASE IN SOFT DRINK

CONSUMPTION16,17

• GROWING HISPANIC MARKET18,19,20,21

t THRE

ATS • HIGH COMPETITION LEADS TO LOW

BRAND LOYALTY22

• FDA’S PROPOSED SUGAR TAX23

• SHRINKING SKU’S IN FAVOR OF

PRIVATE LABEL BRANDS24,25

TEAM 120 INFORM

FINDING the opportunityTo find the target audience opportunity within the overall adult 18-49 audience, we researched Snapple users and niche markets.

Snapple shares its drinkers with the top RTD brands, such as Arizona, Lipton and Honest Tea. This cross-usage offers Snapple the opportunity to steal market share.32,33

Within the multicultural market, Hispanics provide a significant opportunity. Research revealed this niche market has a high usage index for RTD teas and Snapple.31

cross-usage within the category

The opportunity is to capture RTD tea drinkers and convert competing brand users to Snapple loyalists. Within the overall target of adults 18-49 audience, we recommend emphasis on multicultural Millennials, age 18-34. Hispanics offer a special opportunity.

finding the opportunity

HISPANIC market

Millennials, age 18-34, are the leading consumers of Snapple and the RTD tea category.26,27 Millennials are the largest generation at 75.4 million.28

MILLENnIAL opportunity

Snapple user index

18 - 24

25 - 34

35 - 44

45 - 54

156

123

118

87

194

117

108

90

Category Leader INDEX

Snapple UsageINDEX

Category USAGE INdex

141(141, 124) HISPANIC 18 - 34

124

5

MULTICULTURAL marketMulticultural Millennials are drawn to the RTD tea category (129 index) and Snapple (134 index).29 They represent the fastest-growing segment of the population.30

PROJECTED POPULATION GROWTH2015-2055

Hispanic

asian

african american

+167%

+142%

+56%

Shared consumers with Arizona

Shared consumers with Lipton

64.4% 45.2% 40.9%

Shared consumers with HONEST TEA

TEAM 120INFORM

Meet the target: The Flavor Seekers. We segmented the Flavor Seekers based on region, behavior and ethnicity.

Snap HappiesHeartland

Snap DabblersNon-Heartland

SnaptinosHispanic

Snap Happies live a fast-paced life. They hop on the L-train and hit the ground running. Their daily routine is like clockwork; when lunch hits, they head to their favorite deli and grab a Snapple.

Snap Dabblers are adventurous and enjoy trying new things. They enjoy flavored drinks; including Snapple. They are not loyal to any particular brand.

Hispanic families enjoy sweet tastes and a wide mix of flavors and brands, including Snapple. Mom is the key, as she looks to provide her family with the most natural food and drink without sacrificing flavor.

6

targeting the flavor seekers

Flavor Seekers share the need to celebrate the little things in life and break away from the daily routine.

what they share

TEAM 120 INFORM

Methodology Matrix

Adve

rtisin

g

Focu

s Gr

oups

Projective Techniques

Brand Perception

Hispan

ic Insigh

ts

Brand Consideration

Industry

Exper

t Inte

rvie

wsBrand Sort Experiments

• National rtd habits survey• Taste Test Experiments

• Social Media Interactions• Secondary Research Articles• Man on the street interviews

• Store Investigations• Word Association• Consumer Reviews

70

36

7

developing the methodology

Research Methods

NATIONAL RTD HABITS SURVEY

TASTE-TEST EXPERIMENTS

MAN-ON-THE-STREET INTERVIEWS

PROJECTIVE TECHNIQUES*

EXPERT INTERVIEWS

CONSUMER REVIEWS

SOCIAL-MEDIA INTERACTIONS

BRAND-SORT EXPERIMENTS

STORE INVESTIGATIONS

SECONDARY RESEARCH

WORD ASSOCIATIONS

FOCUS GROUPS

731 8 65

88 981 372

56 3013 91

102 53 47

TOTAL RESEARCH IMPRESSIONS

5607

Surveys, qualitative exercises and secondary research were designed to understand:

1. Snapple’s brand perception and consideration.2. Snapple’s brand differentiation opportunities. 3. Snapple’s current advertising campaign.4. Unique Hispanic market insights.

*Includes visual storytelling, sentence completion and mind map questionnaire

TEAM 120INFORM

Consumers rate Snapple high on taste, yet it is perceived as expensive.35

BRAND personalitySnapple has a weak association with its self-proclaimed personality traits, such as surprising, quirky and witty. It is seen as classic, old fashioned and humble.37

SNAPPLE OCCUPIES COMMODITY SPACE

SNAPPLE

Arizona

HONEST TEA

lipton

BRAN

D ST

RENG

TH

BRAND STATURE

Y&R BAV100

50

500 100

DIFFERENTIATED MASS MARKET

NEW OR UNFOCUSED FATIGUE

NUTRITION AND HEALTH

CLASSICOLD FASHIONED

HUMBL

E

ALL NATURALVARIETY OF FLAVORS

QUALITYSWEET

TASTES DELICIOUS

FUNQUIRKY

TASTE VS. PRICE

8

Understanding the brandBased on Y&R’s BAV, the largest continuous brand equity tracking study, Snapple is in a highly competitive mass market.34 It lacks differentiation.

Consumers are looking for products labeled as “all-natural.”36

We interviewed a nutritionist to see how being “all-natural” can differentiate Snapple from the competition,

…only to find that it’s anything but a unique selling point.

“All natural is a nebulous term that has not been defined by the FDA.” - Dr. Kirstin Vollrath Director Of Nutrition Baylor College Of Medicine

59%Natural

50%No Artificial

Growth Hormones

49%Pesticide

Free

49%organic

48%No ArtificialIngredients

45INexp

ensi

ve

Taste31

SNAPPLEARIZONAHonest TeaLIPTON

69Inexp

ensi

ve

Taste50

42Inexpe

nsiv

e

Taste41

21INExp

ensi

ve

Taste58

TEAM 120 INFORM

Snapple’s current tagline is highly memorable and is well associated with the brand.38 The following percentages reflects tagline recall.

BARRIERSCompiling our research, we identified three barriers:

New York, Texas40: Population 20 We wanted to find people who had never tried Snapple before. So, we took our team all the way out to New York…Texas, that is.

9

defining the barriersTagline connects First time viewpoint

ADVERTISING DISCONNECTsSnapple’s “Born in New York, Made for Everyone” campaign, resonates well with Heartland consumers while there is a disconnect among non-Heartland consumers.39

Their responses were clear: Snapple is more than just another flavored drink, it has the ability to capture a higher emotional ground.

“Even makes New York, Texas sound good”

“My favorite things about this bottle are the cute little designs and the pop when you open it”

“It beats Coke for sure”

SNAPPLEMade from the Best Stuff on Earth

ARIZONAQuenching Your Thirst Since 1992

HONEST TEA#RefreshinglyHonest

LIPTON#BeMoreTea3%

19%

21%

57%

Lacks DifferentiationSnapple is in a mass market commodity position and lacks differentiation.

Dated PerceptionSnapple is perceived as a classic, dated brand.41

Disconnected AdvertisingSnapple’s current campaign is polarizing with non-Heartland markets negatively responding.42,43

“It’s too specific to New York.”

“What does tea have to do with New York?”

“Does not identify with my southern roots.”

Heartland Non-Heartland

“New York has some great things.”

“People associate New York as being one of the greatest places.”

“I love it because I’m from New York, live in New Jersey now and love Snapple.”

TEAM 120INSPIRE

It’s time to complete the Snapple story by telling America why Snapple is made for everyone. To do that we connected the brand truth with the consumer truth (insight) to create an idea that gives Snapple purpose.

THE BIG IDEA

10

Quirky, with Purpose : Providing the brand with purpose positions Snapple emotionally far beyond the competition’s flavor and health claims.

Why It Works

SNAPPLE ADDS UNEXPECTED FLAVORTO EVERYDAY MOMENTS

Snapple is a blend of tea and juice, bottled in glass with fun facts and natural flavor. It’s anything but ordinary. The brand is quirky, eccentric and unable to envision a life without flavor.

Brand Truth:

Flavor Seekers share the need to celebrate the little things in life and break from the everyday.

Consumer Truth:

By adding unexpected flavor to everyday moments, we make the world engaging, delightful and boredom free.

Brand Purpose:

TEAM 120 INSPIRE

We needed someone to lead the cause. Who better to express the need to beat boredom than someone who previously was a bore-o-holic. After overcoming her addiction to boring moments, she has devoted her life to creating a worldwide movement to BEAT BOREDOM with the ultimate cure: Snapple.

My name is Mundae Blande and I am a recovering bore-o-holic. Boredom begins innocently enough; while sitting in traffic or waiting for clothes to dry. Before long, I found myself watching paint dry and going to the DMV just to wait in line. I kept slipping into a deeper state of boredom.

I tried drinking milk, juice, tea and even cola; none of them seemed to work. Then, one day, a bottle of Snapple caught my eye. First, I tried Snapple Apple, then Snapple’s other natural flavors, including Peach Tea and Mango Madness. The pop of the cap and fun facts kept adding flavor to my life! Snapple became my cure to boredom; it can become yours too! Join the movement. We are out to spread the word that boredom doesn’t need to take over your life!

Mundae BLANDE’S Snapple Manifesto

To achieve our purpose, we need more than just a campaign. We need a movement and every great movement needs a rallying cry. Ours is:

Starting a movement

11

Meet the Leader

Beat Boredom

Together, Let’s BEAT BOREDOM!

TEAM 120INSPIRE

The movement begins with the #BeatBoredom promotion. Building on Snapple’s Win Nothing campaign, where consumers won “nothing”, the #BeatBoredom promotion features quirky boring prizes that are not always what they seem.44

launching the movement

Kick off :30 commercial

12

Frame 1: Shows the scene in black and white. Audio 1: Music playing.

Frame 3: Bores 1 and 2 open their Snapple bottles. Audio 3: Bore 1 - “Woah! I won a trip to the DMV!?” Bore 2 - “I get to wait for the train?!”

Frame 5: Shows the bores inputting the codes on their phones and computers. Bore 3 also opens up his cap.Audio 5: “Oh yeah! I get to watch paint dry!”

Frame 2: Mundae passing out Snapple bottles.Audio 2: “Welcome to Bore-o-Holics Anonymous, I’m Mundae Blande and I’m-”

Frame 4: Mundae explaining to them what they actually win. Audio 4: “No, no, no. Snapple is helping you Beat Boredom by giving away thousands of awesome prizes! Just go on your phone or to the website to see if you’ve won!”

Frame 6: Outro Frame.Audio 6: “Made from the Best Stuff on Earth.”

How it worksOnce consumers pop the cap they will find a boring prize underneath. To find out what they actually won, they can log on to Snapple’s website or mobile app. Here are a few of the prizes:

“You WON a seat in morning traffic ”

“You WON a spot in the grocery waiting line”

IN YOUR BRAND NEW CAR!

FOR FREE SNAPPLE!

“You WON a seat to watch movie credits”AND MOVIE TICKETS!

“You WON the chance to see paint dry” IN NEW YORK CITY!

WITH MONEY!

“You WON boredom”

FIND WHAT YOU REALLY WON AT SNAPPLE.C

OM

you wonboredom!KF67B4

TEAM 120 INSPIRE

Snapple is built on flavor innovation and retail activation.45,46,47 After the initial kickoff, new limited time flavors for Summer and Fall will be introduced: Melonade and Honey Cranberry.

13

adding new flavorS

Fall Honey Cranberry :15 Commercial

Frame 1: Bore raking leaves in pile.Audio 1: Music playing, sound of raking leaves.

Frame 2: Mundae appears in a bag of leaves. Audio 2: “You don’t have to be bored. Snapple’s new series has flavors that will help you Beat Boredom anytime. Like Snapple’s new Honey Cranberry!”

Frame 3: Mundae gives bottle to Bore from the leaves and he drinks it.Audio 3: Music playing.

Frame 4: Outro plays. Audio 4: “Made from the Best Stuff on Earth.”

Campaign Elements

Mundae is racially ambiguous reflecting the multicultural market. She wears the Snapple colors on her shirt and headband.

MulticulturalSpokesperson:

HONEY CRANBERRY

BEAT FALL BOREDOM

MELONADEBEAT SUMMER STRESS

The campaign is designed to work on any visual platform, from 7-second digital video to 30-second television commercials.

Flexible Units:The advertisements transition from black and white to color when Snapple is introduced, symbolizing the change from boredom to unexpected flavor.

Visual Cues:Every commercial features the distinctive “POP” sound that is synonymous with opening a Snapple.

Audio Branding: Commercials contain #BeatBoredom and the Snapple logo.

Logos:Snapple’s tagline remains “Made from the Best Stuff on Earth,” reinforcing that Snapple is the cure to beat boredom.

Tagline:The campaign’s tone of voice is upbeat and quirky, true to the Snapple brand.

Tone Of Voice:

TEAM 120INSPIRE

Out-of-homeSnap Happies (Heartland users) already have a routine of buying Snapple.48 Our goal is to create a new habit by adding one more Snapple to the routine. We have created a new habit loop where boredom is the cue and Snapple is the cure.49

CueBOREDOM

habitsnapple

rewardunexpected

flavor

14

creating new habitsOutdoor will be targeted to boring times, locations and activities.

Times Square GuerrillaSnapple will take over Times Square during the busiest, yet most boring, time of the day.51

Reaching Flavor Seekers during their most boring moments, including locations and activities, stimulates a new Snapple habit.50 Here is an example:

boredom cues

Habit Loop

TEAM 120 INSPIRE

converting the Snaptinos

30% 52% 18%

Acculturation Bicultural UnacculturatedMaking our copy culturally relevant requires translation and trans-creation. Moving seamlessly from English to Spanish, 52% of Hispanics are bicultural. That’s why the commercial features a Hispanic mom in a neutral situation that can apply to any culture.54,55

Jamaica consistently ranks as one of the most popular flavors for the Hispanic market.56,57 We recommend adding the flavor to Snapple’s lineup in Hispanic-dominated areas.

To learn more about the Hispanic market, we interviewed experts at Lopez Negrete Communications, the largest Hispanic advertising and public relations agency in the U.S., which has experience promoting the Dr Pepper Snapple Group.

Trans-Creation

flavor extension

Jamaica Flavor :30 Commercial

Frame 1: Mom walks to the car, extras walking in the background. Audio 1: Music playing.

Frame 3: Mundae into frame.Audio 3: “Lo natural no tiene que ser aburrido. ¡Toma Snapple!”“Natural doesn’t have to be boring. Drink Snapple!”

Frame 5: Mom drinks new Snapple flavor. Audio 5: Music playing.

Frame 2: Mom places the groceries in her trunk. Startled to see Mundae.Audio 2: “¡Aye dios mio! ¿¡Qué estas haciendo en mi carro?!”“Oh my! What are you doing in my car?”

Frame 4: Mundae introduces the new Snapple flavor. Frame comes into color.Audio 4: Music playing.

Frame 6: Outro plays.Audio 6: “Snapple, hecho de los mejores ingredientes en el mundo.”“Made from the Best Stuff on Earth.”

15

Grocery store purchases begin and end with Mom.51,52 Hispanic moms associate tea with being hot while natural is associated with fruit flavored drinks.53 Based on this insight, we adjusted our message to emphasize that natural doesn’t have to be boring and Snapple is more than hot tea.

HISPANIC mom insight

“Never, ever forget that when you are in Hispanicmarketing...what you are doing is paying tribute to a matriarchal culture.” -Marisol Cruz Executive Director of Strategic Planning Lopez Negrete Communications

“Why Mom?”

TEAM 120INSPIRE

Customers expect a highly integrated cross-channel brand experience, and that’s what we will deliver.58,59 By combining in-store graphics with cutting-edge digital and mobile solutions, we make the buying experience fun, engaging and interactive.

Consumers often sample various products at convenience stores.60

Snapple Sampler Machines will be installed to be a new flavor trial device. When consumers touch the screen, a pop-up quiz will help them find their flavor.

Convenience stores

16

activating in aisle

By using near-field communication (NFC), Flavor Seekers will access exclusive coupons promotions through embedded Snapple NFC barcodes, offering faster, easier and more secure transactions and options than QR codes.61,62

digital component

Gas PumpsTelevision monitors in gas pumps direct consumers to in-store Snapple.

Floor graphics point out the difference between boring and non-boring beverages to make sure consumers find Snapple.

Grocery Channel

TEAM 120 INSPIRE 17

grocery partnershipsHeavy grocery shoppers index high (175) for RTD beverages.64 We provide Dr Pepper Snapple Group sales force with end cap collateral to support store promotions. For example, we could promote private label snacks at retailers such as HEB or Wegmans.65

adding more occasions

Dr Pepper Mixer Cross-PromotionOpportunities for cross promoting with Dr Pepper Snapple Group brands like Mott’s, Hawaiian Punch and Squirt leverages the company’s other products. Cross promotions with alcoholic brands will let consumers mix Snapple and other Dr Pepper products into their cocktails. For example, Schweppes would be mixed with Snapple and Absolut Vodka (172 index) or Captain Morgan (172 index).66

Flavor Seekers want the freedom to choose. Customizable variety packs enable consumers to mix and match up to six bottles of their favorite flavors.67,68,69

Snapple Variety Packs

Beat Snack Boredom

1 2 3

featuring

Snapple Yogurt SmoothiesSnapple users are 50% more likely to purchase yogurt (150 index).70 Combining Snapple’s flavors with Dannon (259 index) and fresh fruit, provides a ready-to-go breakfast or snack.71

Activating grocery partnerships, cross promotions and new product uses provides more reasons to purchase Snapple.63

Snapple PieSnapple users love pie (160 index). Snapple pie recipes will be featured on-pack, Pinterest and Snapple’s website. This provides Dr Pepper Snapple Group with an array of dessert options, from cakes to pies.72

TEAM 120INSPIRE

159Miami, FL

Tampa, FL125

125Chicago, IL

121Dallas, TX

130Houston, TX

118Phoenix, AZ

Los Angeles, CA120

Denver, CO

115

Seattle, WA119

#BEATBOREDOM COMEDY TOUR

#BeatBoredom 4.5K Skip-a-Thon

Snapple Sampler Ambassadors

Snapple users love stand-up comedy (176 index).76 That’s why Snapple will partner with truTV’s Impractical Jokers to launch the #BeatBoredom Comedy Tour.

A twist on the traditional 5K, Snapple will quirk up the norm to have a 4.5K Skip-a-Thon. These events extend the Dr Pepper Snapple Group’s Let’s Play initiative, encouraging parents and children tobe active.77

Mundae and recovering bore-o-holics will host local sampling events at quirky places such as the DMV, as well as selected grocery stores.

spreading the movement

18

Sponsorships, partnerships, promotions and events will spread the #BeatBoredom movement to key Snap Dabblers in non-Heartland markets. We’ve identified nine high CDI markets that represent 20% of the U.S. and 25% of category volume.73,74,75

TEAM 120 INSPIRE

expanding the movement

19

Creating Pop Culture: The “Bored” Game

champion the cause

HiJack Pop Culture

Snapple will partner with The Game Show Network to produce The “Bored” Game, a trivia based show that utilizes Snapple’s fun facts with boring themed categories.78

The Snapple Foundation will award $50,000 in grants to working professionals who are breaking molds and fostering innovation in the fields of science, technology, education, arts and mathematics.79

The campaign offers an opportunity to leverage earned media through a consistent and integrated public relations plan. The plan consists of three strategies: Creating Pop Culture, Hijacking Pop Culture, and Championing the Cause.

Using the Snapchat filter and story, Mundae becomes a daily part of the conversation. Snapple geo-filters will be available where Mundae travels, while the stories are shared nationally.84

Whether it’s the top 10 boring cities in America, the most boring jobs or the most boring food, there are endless lists that highlight boring.80,81,82,83 It presents Snapple with the opportunity to be the cure. Once a list is released, Snapple is integrated into the conversation which includes social media posts and in-person interventions.

promote with snapchat

#BEATBOREDOM WITH SNAPPLE

21

12345678910

Lubbock

North Las Vegas

Chesapeake

Irving

Ft. Wayne

Plano (Sorry Snapple)

Stockton

Mesa

Laredo

Arlington

Toll Booth Operator

Dishwasher

Traffic Cop

Security Guard

Data Entry

Accountant

Nanny

Dishwasher

Truck Driver

Housekeeping

Cabbage

Flaxseed

Beans

Turnips

Sprouts

Cauliflower

Tilapia

Potatoes

Rice

Spam

jobs food cities

TEAM 120INSPIRE20

continuing the conversationFlavor Seekers use social media to break away from boredom. Employing a multi-faceted social media strategy across several platforms allows Snapple to reach a diverse audience looking to #BeatBoredom.

With 82% of Snapple users active on Facebook, this makes the platform a hub for social media.85

facebookSnapple will continue to be active on Twitter by promoting the hashtag #BeatBoredom.

twitterPinterest will be a platform where users can show their creativity in contests involving food and craft recipes.

pinterest

Users will be featured when they post how they #BeatBoredom since 55% of Flavor Seekers use Instagram.86

instagramConsumer-generated content will be featured on Snapple’s YouTube channel, demonstrating unique ways to #BeatBoredom.

YouTubeSnapple will continue to interact with users on Tumblr with blog-like content, inspirational quotes from Mundae and user photos of Snapple moments.

TUMBLR

TEAM 120 INTEGRATE

According to Google Analytics, Snapple’s website underperforms the category in engagement.87 Here are ways to make it more interactive and engaging:

21

Spanish Language ToggleThis allows consumers to move easily from English to Spanish.

Bore-o-holic QuizThe quiz matches your current boredom level to the corresponding Snapple flavor.

#BeatBoredomAll social media content with #BeatBoredom will be consolidated on Snapple’s website.

Rewards programUsers enter the code found on the bottle cap and will earn points for each Snapple they drink.

building digital engagement

snapple featuresBy introducing the Snapple app and expanding to the mobile market, Snapple will become more accessible to consumers. The Snapple App Platform will implement the Snapple website in a condensed fashion, so the Flavor Seekers can #BeatBoredom on the go! history contact us FAQcareers privacy policyterms of usepromotions

#beatboredom products real facts bore-o-holic quiz store

LanguageENGLISHSPANISH

SIGN IN / REGISTER

1

2

3

grab: your favorite snapple

open: findunexpected flavor

sip: #beatboredom BEATBoredom!REWARDS

Program

Snapple

introducing

store

n ew

TEAM 120INTEGRATE

connecting all consumer touchpoints connecting all occasionsThe integrated plan consists of paid, owned and earned media which creates multiple touch points connecting Snapple with the Flavor Seekers.

The consumer touch point map below provides tactics tailored to their specific role in the brand purchase funnel.88,89 They are applied to each of the three target segments that include Heartland and non-Heartland markets.

Media support will be provided on a continuous basis. The kick-off #BeatBoredom promotion is scheduled to lead into the core selling season. Other periods of emphasis include the new flavor introductions for summer and fall.

22

connecting the dots

AWARENESS CONSIDERATION TRIAL LOYALTYREPEAT PURCHASE

#BeatBoredomComedy Tour

Billboards

Paid Social Media

SEO/SEM

Network TV

Cable TV

4.5K Skip-a-thon

The Bored Game

Champion the Cause

Streaming Services

Public Relations

Earned Social Media

Subway Out-of-Home

Laundromat

Gas Pumps

Shelf Talker

Variety Packs

Near-Field Communication

Brand Ambassadors

Sampler Machines

Grocery PartnershipsPinterest Contest

#BeatBoredomPromotion

New Flavor Introductions

Snapple Foundation

Mixer Cross-Promotion

Snapple Pie

Snapple Smoothie

Owned Social Media

Rewards Program

TEAM 120 INTEGRATE

providing media rationale

23

Broadcast/Cable

199273222 219

176 204 141

335227 381

152204162 177

:15 and :30 commercials will be used on a combination of broadcast and cable networks tailored to each segment.90

Streaming Radio and Video

172182

152213 165

:15 pre-roll ads will be featured on popular streaming services.94

Out-of-HomeVarious out-of-home media will be used to promote the campaign.92

Online Display & SEM

133 132

Media banners and expandables will be placed on key websites through programmatic buying.91 Search engine marketing will target key words “boring,” “boredom,” “beverages,” “juice” and “tea.”

242

Emerging MediaEmerging media opportunities will be continually evaluated to optimize our plan. For example, Twitch, a streaming platform for video games, is a medium to consider.95

386 209 365Network

391

Social Media

180 169149

:7 and :15 pre-roll videos on Facebook, Instagram and Vine, plus promoted tweets on Twitter and blogger sponsorships on Pinterest.93

128 231 100137

Bus Shelters192

Gas Station Pumps157

Subway Transits187

Alternative143

TEAM 120INTEGRATE24

scheduling the calendar2017 Flowchart

Note: Reach / Average Frequency = 95% Reach / 70 Avg. freq. with 3+ = 73% 3+ Reach 6,660 GRP

total

Paid Media

earned media

owned media

BROADCAST/CABLE

WEEKS

SEASONAL

CATEGORY SALES INDEX

CBS, ABC, FOX, NBC, CWComedy Central, MTV, Adult Swim, truTV, Game Show

Pinterest

Facebook, Instagram

Snapchat

Twitter

Tumblr

Vine

Spotify

Pandora

YouTube

Netflix, Hulu Plus

Billboards/Alternatives

TransitGas Station Pumps

Game Show Network

#BeatBoredom Comedy TourBrand Ambassadors

Times Square

Public Relations*

Social Media

Snapple Website and AppSnapple FoundationSocial Media

Mundae Visits Boring Cities

Univision, Telemundo, Azteca

DIGITALPaid Social Media

Digital**

STREAMING SERVICES

OUT-OF-HOME

PARTNERSHIPS/SPONSORSHIPS

IN-STORE ACTIVATIONGUERILLA

Cost Impressions

9,250,000

2,000,000

9,250,000462,500,000

133,333,333

370,000,000

400,000500,000

1,000,000

1,000,000

300,000

700,000600,000

87,500,00050,000,000

87,000,000

110,000,000

2,000,000

76,000,00033,520,000

96,800,000

2,000,000

200,000,000

75,000,000

500,000,000285,514,286

66,666,666100,000,000200,000,000

900,000

1,200,000

1,400,000

500,000

225,000,000

125,000,000

600,000,000

93,333,333

CAMPAIGN LAUNCH SUMMER FLAVOR LTO FALL FLAVOR LTO HOLIDAY SEASON

Jan FEB mar Apr may jun jul aug sep oct decnov84 92 100 108 114 123 125 112 96 87 8281

1 8 15 22 29 5 12 19 26 5 12 19 26 7 14 21 28 4 11 18 252 9 16 23 30 2 9 16 23 30 6 13 20 27 3 10 17 24 5 12 19 261 8 15 22 29 3 10 17 24 31

1,275,000400,000

1,500,0001,500,000

2,025,000

400,000

1,400,000

141,666,66780,000,000

80,000,000

500,000,000100,000,000

225,000,000

SEM/SEO Google, Yahoo, and Bing

1,400,000

155,555,556

$50,000,000

SUBTOTALProductionAgency fee

ResearchContingency

41,500,0005,000,0002,500,000

500,000500,000

5,259,389,841

*All public relations are included in the agency fee.**All owned media is included in the production budget.

TEAM 120 INTEGRATE

budget recapThis campaign is video driven; thus, more than 50% of the budget is dedicated to media containing video advertising. Cable and television represent 37% of the total budget. Digital advertising which includes predominately video along with rich media and paid search, represents 25% of the budget. With 12% of the budget allotted to sponsorships, promotions and events. Other media categories include out-of-home and a Hispanic program. 2% of the budget is for ongoing research and contingency.

We carefully allocated the $50 million budget, maximizing Snapple’s resources.

agency fee philosopHyWe consider ourselves to be in a partnership with Snapple, so we propose working for a fee rather than on a commission basis. Once we agree upon a fair agency profit and bonus structure, we will rebate any excess profit to Snapple at the end of the year. The proposed fee of 5% of the budget covers agency salaries and benefits for a dedicated team to produce and manage all aspects of this campaign. The proposed fee contains 100% agency overhead factor with a 15% profit target. All outside costs including media and production will be billed at net.

PUBLIC RELATIONSWe believe there is a significant opportunity to add value to this campaign by generating earned media. From encouraging social media involvement to publicizing relevant events, public relations will amplify the campaign. We believe promoting media tours with Mundae and other converted bore-o-holics plus a national media relations effort will put Snapple back into the mainstream pop culture. All public relations activities are included in the aforementioned agency fee.

Rapid Continuous ImprovementWe embrace Dr Pepper Snapple Group’s approach to Kaizen or rapid continuous improvement.96 That is why our plan will be continuously tracked and monitored. This will provide flexibility in scheduling, based on market conditions. It also will provide the opportunity to constantly improve media and digital conversion.

BROADCAST

37%

DIGITAL

25%

PROMOTIONAL

12%

PRODUCTION

10%

AGENCYFEE

5% OOH

5%HISPANIC

4%RESEARCH

1%CONTINGENCY

1%

25

maximizing the resources

TEAM 120INTEGRATE

PRE-TESTING CONFIRMS CAMPAIGN EFFECTIVENESS

PRE-TESTING CONFIRMS BRAND CONSIDERATION

monitoring kpi’s

Future Thought: Continuing the movement

1 + 2 = Snapple Success

Both Heartland and non-Heartland consumers found the campaign to be likable. More importantly, 54% of the non-Heartland indicated that they would be likely to share this campaign on social media.97

Market effectiveness for the business, brand and communication program will be measured on an ongoing basis.100 The following are the Key Performance Indicators (KPI’s) to be tracked. Plan adjustments will be made accordingly.

The #BeatBoredom campaign sets into motion a movement that has endless possibilities to be relevant to different cultures, markets and occasions.

Business KPI’s• Snapple Overall Sales/Incremental Case Volume• Snapple Market Share• Snapple Usage and Average Purchase Frequency

Brand KPI’s• Brand Relevance• Brand Consideration• Brand Sentiment

Communication KPI’s• Engagement and “Likes” on Social Media• Conversion Traffic and Web Analytics• Number of App Downloads

Campaign pre-testing confirms that consideration for the brand improved in both Heartland and non-Heartland markets achieves the brand’s goals.98

By achieving the consideration goals with an engaging message, we are confident that we will move the usage in the Heartland markets from 9x to 10x and in non-Heartland, from 1x to 3x, as well as adding new users.99 This should not only meet, but exceed Snapple’s 2017 goals.

26

measuring the effect

Heartland non-heartland

64% 61%

54%

Likability

Sharing 50%

Pre-measure post-measure

heartland

Non-Heartland

50% 14%

15% 267%

57%

55%

percent change

TEAM 120 INTEGRATE

From the beginning, Snapple has been innovative and quirky, a brand that constantly breaks from convention. A mix of flavors, fun facts and glass bottles help make Snapple unique.

By positioning Snapple to add unexpected flavor to everyday moments, it differentiates the brand by providing a quirky purpose.

By creating the #BeatBoredom campaign, we launch a movement that will put Snapple at the leading edge of consumer pop culture.

By identifying a universal cue, we create a new buying habit increasing brand usage in Heartland and non-Heartland markets.

We are confident that #BeatBoredom will deliver profits by unlocking the brand’s purpose: to bring unexpected flavor to everyday moments which makes the world engaging, delightful and boredom free. We are the natural fit for Snapple and we promise to never be boring.

Together, let’s start a Snapple movement!

To start, just sign here:

finalizing the agreement citations

27

the profit movement

snapple authorization

1. Court, David, Dave Elzinga, Susan Mulder, and Ole Jorgen Vetvik. “The Consumer Decision Journey.” McKinsey & Company, June 2009. Web. 14 March. 2016.

2. Gibson, Jon. “The Purchase Funnel.” Marketing-made-simple.com. N.p., Jan. 2015. Web. 19 March. 2016.

3. Snapple. 2015-2016 Snapple Case Study. PDF. Washington, D.C: AAF National, September 2015.4. Ibid.5. Heneghan, Carolyn. “RTD Tea Is Ready to Guzzle a Larger Beverage Market Share.” FoodDive.com, 29

April. 2015. Web. 21 Jan. 2016.6. Backman, Melvin. “Arizona Iced Tea Is Having a Really Hard Time Keeping Its Dollar Cans at a Dollar.”

Quartz. N.p., 1 July 2015. Web. 15 March. 2016.7. Sisel, Elizabeth. Tea & RTD Tea-US-July. London: Mintel Group Ltd, July 2015. PDF.8. Ibid.9. Sisel, Elizabeth. Tea & RTD Tea -US-July 2014. Chicago: Mintel Group Ltd, July 2014. PDF.10. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. 16 Jan. 2016.11. Bailey, Sharon. “Dr Pepper Snapple: America’s Third-largest Soda Maker.” Market Realist. December 23,

2014. Web. 15 March. 2016.12. COMM 4360 Man on the street Interview. October/November 2015. Raw data. Southwest.13. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. Jan 16, 2016.14. COMM 4360 RTD Blind Taste Test. November 2015. Raw data. Southwest.15. Bryant, Shannon. “Tea Market Continues to Thrive Despite Tough Economy - SalesFuel.” SalesFuel RSS.

15 Jan. 2012. Web. 15 March. 2016.16. Sanger-Katz, Margot. “The Decline of ‘Big Soda’.” The New York Times. The New York Times, 03 Oct.

2015. Web. 15 March. 2016.17. Sisel, Elizabeth. Tea & RTD Tea-US-July. London: Mintel Group Ltd, July 2015. PDF.18. Ibid.19. Riell, Howard. “Teas Quench RTD Demand.” Convenience Store Decisions. N.p., 22 Sep. 2014. Web.

19 March. 2016.20. Nielsen. “New America. New Consumers.” Nielsen, 21 July 2015. Web. 15 March. 2016.21. Deesing, Jonathan. “How to Effectively Market to the Growing US Hispanic Market.” MarketingProfs, 29

July 2015. Web. 19 March. 2016.22. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sept. 2015. Web. 16 Jan. 2016.23. Brat, Ilan, and Mike Esterl. “FDA Proposes Placing Sugar Guide on Food Labels.” WSJ. Wall Street

Journal, 24 July 2015. Web. 15 March. 2016.24. Young, Scott. “Competing Against Private Label: New Insights from Packaging Research.” Brand

Packaging, 1 Aug. 2005. Web. 12 March. 2016.25. Suárez, Mónica Gómez. “Shelf Space Assigned to Store and National Brands.” International Journal of

Retail & Distribution Management 33.11 (2005): 858-78. Emerald | Insight. Web. 3 Feb. 2016.26. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web.14 March. 2016.27. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea

Purchased in the Last 6 Months. Accessed 15 March. 2016.28. Fry, Richard. “This Year, Millennials Will Overtake Baby Boomers.” Pew Research Center, 16 Jan. 2015.

Web. 19 March. 2016.29. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea

Purchased in the Last 6 Months. Accessed 15 March. 2016.30. Howell, Shawn. “Branding, Marketing, and Selling to a Multicultural Audience?” Presentation at MFHA,

Providence, RI. 1 May 2014. Accessed 15 March. 2016. <http://www.slideshare.net/MFHACI/branding- marketing-selling-to-muticultural-audiences>

31. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p., n.d. Web. 14 March. 2016.

32. Ibid.33. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web.16 Jan. 2016.34. “BrandAsset® Valuator.” Explore Your Brand. BAV Consulting, n.d. Web.12 Feb. 2016.35. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. 16 Jan. 2016.36. “’Natural’ on Food Labels Is Misleading Consumer Reports Is Pushing to have the ‘natural’ Claim

Banned.” Consumer Reports, Aug. 2014. Web. 14 March. 2016.37. COMM 4360 Word Association Questionnaire. Nov. 2015. Raw data. Southwest, n.p.38. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. 16 Jan. 2016.39. Ibid.40. Corder, Estelle. “New York, TX,” Handbook of Texas Online. 15 June 2010. Web. 15 March. 2016.41. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. 16 Jan. 2016.42. Ibid.43. McCue, Matt. “How Snapple Became the Myspace of Drinks.” Thrillist, 22 June 2015. Web. 14 March.

2016.44. “Snapple Contest Enables Fans to Win Nothing.” Beverage Industry RSS. N.p., 1 July 2013. Web. 14

March. 2016.45. Sisel, Elizabeth. Tea & RTD Tea -US-July 2014. Chicago: Mintel Group Ltd, July 2014. PDF.46. Sisel, Elizabeth. Tea & RTD Tea-US-July 2015. London: Mintel Group Ltd, July 2015. PDF.47. Schroeder, Eric. “Dr Pepper Snapple Group Seizing Opportunities.” Dr Pepper Snapple Group Seizing 47.

Opportunities. 24 Feb. 2015. Accessed 15 March. 201648. Snapple. 2015-2016 Snapple Case Study. PDF. Washington, D.C: AAF National, September 2015.49. Glei, Jocelyn K. “Hacking Habits: How To Make New Behaviors Last For Good.” 99U. Behance, 02 Oct.

2012. Web. 19 March. 2016.50. Gordon, Whitson. “How to Speed Up Laundry, the World’s Most Boring Chore.” Lifehacker, 3 March.

2012. Web. 19 March. 2016.51. Ray, Remi, and Lisa Brown. “5 Need-To-Know Trends To Better Market to Millennial Moms.” Native

Advertising, 14 July 2015. Web. 19 March. 2016.52. Nielsen. Latina Power Shift 2013. New York: Nielsen, 1 Aug. 2013. PDF.53. Cruz, Marisol. “Hispanic Insights.” Personal interview. Jan. 2016.54. Gonzalez, Eva. “Engaging the Evolving Hispanic Consumers: A Look at Two Distinct Sub-groups.”

Nielsen, 25 Sept. 2014. Web. 19 March. 2016.

55. “American Marketscape DataStreamTM 2013 Series Simmons Winter 2013 Study. Geoscape. 2013. Web. 5 Feb. 2016.

56. New Nutrition Business. Is There Something Brewing in the World of Hibiscus? PDF. London: New Nutrition Business, Oct. 2006.

57. BevNet. “Zone 8 Beverages Introduces New Line of Organic Tea and Juice Blends.” BevNet, 24 July 2014. Web. 19 March. 2016.

58. Nielsen Norman Group. “Consistency in the Cross-Channel User Experience (UX).” Nielsen Norman Group, 27 Oct. 2013. Web. 19 March. 2016.

59. Donnelly, Christopher, and Renato Scaff. “Who Are the Millennial Shoppers? And What Do They Really Want?” Accenture, n.d. Web. 19 March. 2016.

60. Hamaker, Sarah. “Sample Sales.” National Association of Convenience Stores, May 2010. Web. 19 March. 2016.

61. Coons, Julie. “Using Digital Channels to Keep Up with U.S. Hispanics.” Using Digital Channels to Keep Up with U.S. Hispanics. Electronic Retailing Association, 11 May 2015. Web. 15 March. 2016.

62. Cowan, Gary. “How Digital Coupons Attract the Ultra-mobile, Millennial Customer.” Mobile Commerce Daily RSS. 22 Dec. 2015. Web. 15 March. 2016.

63. Hogan, Kelly. “Best Practices for Cross-Promoting Sister Brands. “Marketing Forward Blog. Nielsen, 29 July 2010. Web. 19 March. 2016.

64. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea Purchased in the Last 6 Months. Accessed 15 March. 2016.

65. Biesada, Alexandra. “Top Retailers Win with Private Label Store Brands.” Dun & Bradstreet. Bizmology, 18 March. 2014. Web. 15 March. 2016.

66. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p., n.d. Web. 14 March. 2016.

67. COMM 4360 National RTD Habits Survey. SurveyMonkey. 8 Sep. 2015. Web. Jan 16, 2016.68. Odesk, and Millennial Branding. Why Millennials Are Choosing Freedom Above All Else [INFOGRAPHIC].

Digital image. The Cultureist, 11 Aug. 2014. Web. 20 March. 2016.69. Millennials Seek Fresh Tastes and Flavors.” Millennial Marketing. FutureCast, n.d. Web. 20 March. 2016.70. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea

Purchased in the Last 6 Months. Accessed 15 March. 2016.71. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web. 14 March. 2016.72. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea

Purchased in the Last 6 Months. Accessed 15 March. 2016.73. Nielsen. Local Television Market Universe Estimate. New York: Television Bureau of Advertising, 26 Sept.

2015. PDF.74. Nielsen. Local Television Market Universe Estimate: Hispanic or Latino TV Homes. New York: Television

Bureau of Advertising, 26 Sept. 2015. PDF.75. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web. 14 March. 2016.76. MRI+ MediaMark Reporter Database. Computer software. Fall 2014 Product Report: Ready-to-drink Tea

Purchased in the Last 6 Months. Accessed 15 March. 2016.77. Dr Pepper Snapple Group. “Dr Pepper Snapple Group - Philanthropy - Let’s Play.” Dr Pepper Snapple

Group, n.d. Web. 20 March. 2016.78. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web. 14 March. 2016.79. Dr Pepper Snapple Group. “Dr Pepper Snapple Group - Philanthropy Overview.” Dr Pepper Snapple

Group, n.d. Web. 20 March. 2016.80. Harrison, Ken. “Top 10 Most Boring Jobs 2015.” Top 10 Most Boring Jobs 2015. Career Addicts,

March. 2015. Web. 17 March. 2016.81. Andriani, Lynn. “How to Make Boring Food Taste Good.” Oprah.com. Oprah, n.d. Web. 17 March. 2016.82. Brones, Anna. “10 Boring Real Foods That Should Be Trendy: Foodie Underground.” EcoSalon, 10 Aug.

2014. Web. 17 March. 2016.83. Allan, Laura. “These Are The 10 Most Boring Cities In America.” Movoto Blog. Movoto, 4 June 2014.

Web. 13 March. 2016.84. Heath, Alex. “Snapchat Now Lets Anyone Pay to Create a Geofilter.” Tech Insider, 22 Feb. 2016. Web. 1

March. 2016.85. Duggan, Maeve. “The Demographics of Social Media Users.” Internet Science Tech RSS. Pew Research

Center, 19 Aug. 2015. Web. 1 March. 201686. Ibid.87. Google Analytics. Google Analytics. Snapple.com-Analytics. Google, n.d. Web. 1 March. 2016.88. Kotler, Phillip, Neil Rackham, and Suj Krishnaswamy. Ending the War Between Sales and Marketing.

Brighton, MA: Harvard Business Review, July-Aug. 2006. PDF.89. Howard, Jim. Digital Touchpoints. Digital image. CrownPeak Blog. CrownPeak, 6 Nov. 2014. Web. 3

March. 2016. <http://www.crownpeak.com/images/digital-touchpoints.png>.90. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web. 14 March. 2016.91. Ibid.92. Ibid.93. Nielsen. The Multicultural Edge: Rising Super Consumers. New York: Nielsen, 18 March. 2015. PDF.94. Experian Simmons. Simmons OneView™ Database. Computer software. Simmons OneView™. N.p.,

n.d. Web. 14 March. 2016.95. Ibid.96. Esterl, Mike. “How Dr Pepper Cuts Costs. And Keeps Cutting.” WSJ. The Wall Street Journal, 21 Feb.

2016. Web. 15 March. 2016.97. COMM 4360 Campaign Evaluation Survey. Qualtrics. 25 Feb. 2016. Web. 10 March. 2016.98. Ibid.99. Snapple. 2015-2016 Snapple Case Study. PDF. Washington, D.C: AAF National, September 2015.100. Marr, Bernard. Key Performance Indicators: The 75 Measures Every Manager Needs to Know. 1st ed.

Harlow, England: Pearson Financial Times Publication, 2012. Print.

TEAM 120INTEGRATE

team & donors

28

Account DirectorsSarah TaftFelicia Luchianenco

plans book art directorJennifer Hill

plans book editorsKaleigh RiddleJohn Parent

creativeOluchi UghanzeJohn ParentMeagan RochardEnrique PinedaCrista CastroMatthew StrangeCorina CarrizalesLily Huang

financial directorJonathan Caro

media strategyNimra HaroonKarla FigueroaRobyn ArcherMylinh HuynhHugo Jimenez

planning & ResearchEdward SaugerStephanie Verhardt Jonathan Caro

advisorsLarry KelleyCharlie Thorp

sponsorsMelcher Charitable FoundationAAF Media ClassicAEFHFriends of UH AdvertisingLopez Negrete CommunicationsJack J Valenti School of Communication

presentersNimra HaroonCrista CastroOluchi UghanzeKaleigh RiddleMatthew Strange