Ad lab 2016 snapple booklet b

CONTENTS

234567

Ever since Snapples creation in 1972, the brand has prided itself on being unconventional and aligning with the quirky side of life. While the brand continues to do well with strong growth trends within both the ready-to-drink tea and juice drink beverage categories, it is our goal to increase sales by growing Snapples brand relevance in the Heartland and top of mind brand awareness in the non-Heartland.

Snapples core belief is that unexpected delights make life great. However, the problem is that peoples unexpected delights align with moments that are nice for a second. Snapple needs to be associated with moments that matter more. Our national survey found that half of Millennials and Generation X identified with Snapples behavioral pillars. The solution lies in evolving Snapples image by realigning its persona with todays representations of quirky, humble, witty, and passionate.

EXECUTIVE SUMMARY

Passion is what ignites the fire behind a good story. When it comes to telling your brands story, all of our departments work together as a team to ensure every piece fits into place, making sure your brand has integrated, strategic, and meaningful touchpoints with consumers. We help to build and foster lasting relationships.

296 MISSION STATEMENT

SWOT & SITUATIONAL ANALYSISCOMPETITIVE ANALYSISTARGET MARKETRESEARCH METHODSRESEARCH FINDINGSINSIGHTS

89

BIG IDEACREATIVE EXECUTIONS

2-7 RESEARCH

8-14 CREATIVE

1519

ACTIVATIONSSOCIAL MEDIA STRATEGIES

15-19 BRAND ACTIVATION

2021222324

STRATEGY & TIMELINEMEDIA INSIGHTSCULTURAL ROAD MAPMEDIA TACTICSBUDGET

20-24 MEDIA

25 EVALUATION27 CONCLUSION & CITATIONS

1

Consumers have

positive associations with Snapple

High brand recognition

Flavor variety, glass bottle and

the real facts differentiate Snapple

from competitors

Talked about positively by

consumers on social media[1]

Popular in Northeast region of the US

SITUATIONALANALYSIS

High levels of sugar and sweetness deter

some consumers from the brand Many consumers dont drink Snapple as often as they used to[2]Snapple has little engagement on social media and advertising recall is low[1]

COMPETITIVE FORCES Competitors are moving towards a more

health-conscious, organic, and natural image.[3]

Tea and juice categories are growing with new competitors entering the market, generally in the health-conscious direction, all the time.

TECHNOLOGICAL FORCES Handheld devices are more prevalent and important

to our target market.[7]

Cross screening, using multiple devices while engaging in media, is becoming more important in our targets media habits.[8]

SOCIO-CULTURAL FORCES Consumers around the country are trading in sugary

and unhealthy drinks for water.[5]

Corporate social responsibility is increasing in importance in areas such as sustainability, recycling, community building, volunteerism, etc.[3]

Increased interest in drinks

with healthier ingredients[3]

Ready-to-drink tea category is

growing in volume performance

Digital advertising is constantly

changing and offers new

and unique ways to

reach consumers[4]

Media fragmentation

creates a challenge to reach the target audience

effectively[6]

Nearly half of bottled water drinkers

are consuming more flavored waters to

replace high sugar drinks[5]

Competitors are imitating Snapples

unique features (glass bottle, cap, and facts)

STRENGTHS

SWOTWEAKNESSES

OPPORTUNITIES THREATS

2

Most competitive price out of all RTD teas (99 cents per can)[3]

Highest sales volume in tea and juice drink category

Most popular brand in the West[3] Offers a wide variety of flavors Merchandise given away to keep

brand top- of- mind Targets younger consumers

ARIZONA

LIPTON Most popular brand

in the South[3] Older demographic tends to

like this brand[3] Consumers have been brand

loyal for over 50 years

Perceived as having an authentic, home-brewed taste

Loyal customers Marketed as a premium

brand

GOLD PEAK

BRISK

PURE LEAF

Associated with sodas Bold and fun, kinda out there Available at restaurant chains

as a fountain drink

Praised for simplicity Not too sweet taste Unique packaging Perceived as a healthier,

more natural tea

COMPETITIVE ANALYSIS

3

TARGET MARKET

These consumers are focused on getting the most out of life.They crave the joy of adventure, sharing memories on social media,

and supporting companies that are socially responsible. They are motivated by optimism.[3][9]

Julianna is a 29-year-old engineer who moved to San Diego, California after graduating from the University of Rochester. After dealing with snowy New York winters, she loves sunny California, and the states spirit of adventure. As a young professional, Julianna is constantly on-the-go. She enjoys jogs in the mountains and coffee dates with friends. She uses her smartphone for scrolling through engagement announcements on Facebook, looking for inspiration on Pinterest, and catching up on Fuller House on Netflix. On the weekends, Julianna loves to go to the beach, try new restaurants, and volunteer at the youth center downtown.

INFORMED IDEALISTSPrimary Millennials 18-34

At this point in their lives, these consumers have settled down with a family of their own, but havent stopped seeking adventure.

Theyre more concerned with making new memories than their digital footprint. The Established Experiencers constantly adapt to

new technology to show they havent skipped a beat.[3]

ESTABLISHED EXPERIENCERSSecondary Generation X 35-49

Mike is a 46-year-old physical therapist in Austin, Texas, where he lives with his wife and two children. Lunchtime at the office is full of stories about his kids, dogs, and play-by-plays from the last pick-up softball game. After work, Mike relaxes with the latest episode of The Goldbergs. Mike and his wife work long hours during the week, but weekends are devoted to their family. He loves camping with his children and posting pictures from their adventures. He tries to find digital ways to connect with his friends and family.

PRIMARY AUDIENCE CHARACTERISTICS

CONNECTIEDOn multiple devices all of the time[8]

SOCIALRelationships are important both online and off[3]

HUMANITARIANAdventurous, aff

ectionate,

and passionate about social

and cultural issues[3]

TRENDSETTERSEarly adopters[3]

4

RESEARCH METHODSTo better understand Snapple, our team gathered demographics, psychographics, behavioral patterns, and media consumption habits for Snapples audience using Simmons OneView. We analyzed articles about the tea and juice category and evaluated the social media presence of the brand and its competitors. Through secondary research, we found that Millennials are more susceptible to advertisements and that they have a high index for ready-to-drink teas and juices.[3][10]

METHODS

47 IN-PERSON INTERVIEWS

3 FOCUS GROUPS

38 STATES TARGETED

32 PERCEPTION MAPS

30 IN-STORE OBSERVATIONS

958 SURVEY RESPONSES

Millennial Heartland, Millennial non-Heartland, and mixed Gen X

Blind taste test including Snapple, Arizona, Pure Leaf, Lipton, Brisk, and a generic brand

Age-specific and geographically targeted based on Heartland and non-Heartland

Exclusive to our target (age restricted)

IF PEOPLE KNOW ABOUT SNAPPLE, WHY ARENT

THEY BUYING IT?

IF PEOPLE KNOW ABOUT SNAPPLE, WHY ARENT

THEY BUYING IT?Some factors that could influence

purchase decisions are: taste, quality of ingredients, purchase value, geography, brand personality,

or brand image.

PRIMARY RESEARCH QUESTION:

32 TASTE TESTS

5

RESEARCH FINDINGSTASTE?

In blind taste tests, participants could not recognize a brand solely by taste.

QUALITY OF INGREDIENTS? PURCHASE VALUE?Snapple was considered high-end and high quality compared to competitors during perception map exercises.

GEOGRAPHIC DIFFERENCES?Through geographically-targeted interviews, we found the perception of Snapple among people from both the Heartland and non-Heartland to be similar.

BRAND PERSONALITY?In our nationally distributed survey, we built on the idea of a net promoter score and designed a net Snapply score based on the behavioral pillars: inventive, playful, and cultural. The average Snapply score among respondents was 61 percent, meaning most of them shared some core characteristics with Snapple.

BRAND IMAGE?Throughout our primary research, we consistently found that people have positive memories about Snapple, but do not find it as relevant today due to evolving sociocultural trends.

People who drink Snapple are thirsty

and stuck in the 90s

Pennsylvania, 28

I remember it as a special treat when I went on grocery trips with my

mom when I was younger. Texas, 38

I appreciate the glass bottles because its better for the

environment and healthier for me. My favorite part of drinking Snapple is the pop of opening the bottle and the fact under the cap. I would notice if

both those things were gone. California, 23

Snapple is like a FORTUNE COOKIE:

New York, 22

High Quality Ingredients

Low Quality Ingredients

Budget High-End

6

S H A R EYou open it up and whats inside with everyone around you.

KEY INSIGHTS

DRINKING SNAPPLE IS A

SOCIAL EXPERIENCE

ASSOCIATION WITH PAST CREATES DISCONNECT

EVERYONE IS A BIT

SNAPPLY

THE STRATEGY

Transform Snapple into something that matters more by associating it with modern interpretations of quirky, humble, witty, and passionate.

7

BIG IDEA

Rooted in People is centered around modern interpretations of quirky, humble, witty, and passionate. Consumers can identify with the Snapple brand because these qualities are rooted in everyone. By aligning Snapple with these universal moments that matter more, Snapple is evolving.

8

COMMERCIALS Title: Rooted in FamilyLength: 30 secondsMusic: Instrumental

0:00Voice-over: Whats beautiful about everyday life?

Spot: Fade into establishing shot of sky with white text in Avenir font. Words cut out and are followed by a short montage of three different scenarios. Voice-overs narrate scenes throughout the montage. The last frame cross-fades into an illustration. The illustration dissolves and the Snapple logo and tagline dissolve in.

Strategy: Spot shares moments between people that express that the thoughtful actions of others is what makes life beautiful. The illustration depicts an authentic moment shared between everyday people.

0:16Voice-over: Its a sister who works hard at her

job

to surprise her little brother with the guitar of his

dreams.

0:04Voice-over: Its a dad who puts

in 60 hours a week

managing his small business and always makes

time to play ball with his little slugger.

0:22Voice-over: The beauty of life is rooted in people.

0:26Voice-over: Snapple, m

ade from the best stuff on

Earth for the best stuff in you!

0:10Voice-over: Its a daughter who conquers the distance everyday to see how her mother is doing.

9

COMMERCIALS

Title: Rooted in FriendsLength: 30 secondsMusic: Instrumental

A series of three scenarios, this commercial revolves around the relationship between friends. Scenarios include two friends who have their very own funny face to give one another confidence, two friends who experienced seeing their favorite artist from the front row together, and two friends who lost track of time enjoying one anothers company.

Title: Rooted in LoveLength: 15 secondsMusic: Instrumental

A series of two scenarios, this commercial revolves around the relationship between people in love. Scenarios include a girl who wakes up to a good morning text from her boyfriend every morning and a guy who rides his bike through the park with his girlfriend sitting on the handlebars.

Length: 30 secondsMusic: Instrumental

Voice-over (two college-aged girls) Background noise: Grocery cart being wheeled slowly Friend 1: Wait, let me hop in. Friend 2: You read my mind. Lets have some fun. Background noise: Grocery cart speeds up Friend 1: Steer to the left! To the left! Aisle two! Aisle two! Laughs Friend 2: Grab the chips! And the Snapple for 10 extra points! Laughs Background noise: Clink of glass bottles in cart Friend 1: Boom! Now to the checkout line! Go! Go! Go! Friend 2: Winners! Laughs Voice-over of friend 1: Theres never a dull moment with my best friend. Grocery cart racing adventures and all.

Voice-over of friend 2: The beauty in life is Rooted in People. Snapple, made from the best stuff on earth for the best stuff in you. Discover more at Snapple.com.

ONLINE RADIO

10

ONLINE RADIO ONLINE

LEADERBOARD

WIDE SKYSCRAPER

M-REC

HOMEPAGE TAKEOVER

11

Ads feature hand drawn visuals to create a humanistic touch with copy that highlights personalized, relatable moments.

5 frames for rich media

WEBSITE REDESIGNFeaturing the illustrations on the homepage of the website allows consumers to explore each piece of the Rooted in People campaign. At the same time, the site allows consumers to access the different flavors of Snapple and the persona that each flavor embodies.

12

OUT OF HOME BUS SHELTER

BUS

BILLBOARD

13

KEY VISUAL

POINT OF PURCHASE

LINK 1https://www.dropbox.com/sh/9jplocvhdxx0zjh/AAAuwo3X4tKJenw7Nk_I0qk8a?dl=0

LINK 2https://www.dropbox.com/sh/85lk4j7kh724qko/AACDr1aNHVlalD3Ezl-ilqGva?dl=0

LINK 3https://www.dropbox.com/sh/lmowil5xfcoiah4/AAAnfFDrgnhDuTIzC8vVD68ma?dl=0

ADDITIONAL CONTENT

The in-store free-standing displays and shelf talker will supplement our Rooted In People digital and out-of-home advertisements. The free-standing displays will embody the feel of our campaign in a completely black-and-white color scheme to emphasize the Snapple bottle itself. In addition, the shelf talker will help the brand to stand out against competitors that share the same shelf space.

SHELF TALKER

POP DISPLAY14

POINT OF PURCHASE

LINK 1https://www.dropbox.com/sh/9jplocvhdxx0zjh/AAAuwo3X4tKJenw7Nk_I0qk8a?dl=0

LINK 2https://www.dropbox.com/sh/85lk4j7kh724qko/AACDr1aNHVlalD3Ezl-ilqGva?dl=0

LINK 3https://www.dropbox.com/sh/lmowil5xfcoiah4/AAAnfFDrgnhDuTIzC8vVD68ma?dl=0

ADDITIONAL CONTENT

BRAND ACTIVATIONSBRINGING OUT THE BEST STUFF IN YOUThe goal of each activation is to celebrate the Snapple persona and embody the brands behavior pillars: inventive, playful, and cultural. Further, these activations contemporize Snapple by associating it with modern interpretations of quirky, humble, witty, and passionate. The activations tie back into our main objective of growing Snapple sales in the United States by increasing brand relevance through engagement tactics with heavy users in the Heartland and driving trial among light users in the non-Heartland.

Q WH

W

QUIRKY WITTYHUMBLE PASSIONATE

Electronic Snapple-branded fruit trees will pop up for a day in busy city parks. Ice-cold Snapple bottles hang off of the branches like fruit. To release a bottle, the consumer must draw a carving onto the digital screen on the trunk. The consumer will then be prompted to pose for a photo and share it to his or her social media accounts.

ROOTED

IN

INVENTIO

N SNAPPLE FRUIT TREES

P

SNAP SOMETHING TO REMEMBER Q

ROOTED

IN

PLAY

This is no ordinary vending machine. At colleges and universities around the nation, consumers will purchase a Snapple and insert the cap back into the machine. Next, the classic Snapple pop will sound, and the door of the vending machine will open. Inside the machine will be a photo booth/GIF generator big enough for several people, creating a social and interactive experience for the purchaser and friends. In order to receive the photo/GIF, the consumer will be prompted to log in to the social media account(s) of his/her choosing and Snapple will post the content to his/her feed.

Photobooth

Photobooth

15

SNAPPLY TASTING TOURROOTEDIN CULTURE

The Snapply Tasting Tour delivers Snapple directly to the consumers in key market areas (KMAs) and supports local lunch communities in a playful way. A Snapple truck will travel the country offering free Snapple to pair with popular lunch dishes from local food trucks. The truck will be adorned with a decorated Snapple bottle that will house taps to dispense free samples of different Snapple flavors. Every time the bottle is tapped, consumers will hear the signature pop of the cap. The truck will visit college campuses and food truck parks across the country and provide samples, a discount coupon, and free commemorative glasses with a Snapple Fact on the inside bottom of the glass. The tour will be filmed and promoted heavily on Snapples social media and on local vloggers channels, with messages encouraging users to follow the car around the U.S. using the hashtag #SnapplyTastingTour.

Q

READY, SET, SNAPPLE!Tailgating events engage a wide demographic, including current students, students families, and alumni. Ready, Set, Snapple will be a branded village that appears at Southeastern Conference Bowl games in the non-Heartland. There will be traditional tailgating games such as KanJam and cornhole as well as Snapple themed swag. The event will also partner with the augmented reality app, Blippar. Users will be able to unlock a special Snapple feature that allows the user to put themselvesin the football game to experience the game from a first-person perspective.

QROOTEDIN PLAY

SNAPPLE GOES TO SUMMER CAMP

ROOTED

IN PLAY

Q

More than one million adults attend summer camps every year.[11] Snapple will capitalize on this growing market and peak tea-drinking season by sponsoring both adult and youth summer camps throughout July. Campers will be able to jump on the Snapple trampoline, pick ice cold Snapple for a refreshing treat off Snapple trees, canoe in boats modeled after Snapple bottles, and take pictures/create GIFs in the Snapple vending machine. Campers will also be able to send Snapple-branded postcards home to family and friends that can be redeemed for a discounted Snapple purchase.

16

Snapple will host a two-day festival in KMAs on the weekend of Earth Day and National Picnic Day. The focus of these events is social responsibility and bringing awareness to climate change and aligning Snapple with lunch food.

Snapple will provide special edition bottles with labels that contain seeds. Part of the park will be sectioned off for consumers to plant

their Snapple seeds.

PLANT A TREE

Festival attendees across all cities pop open a bottle of Snapple at the same exact time. This will be filmed and posted on Snapples website

and social media.

POP HEARD ROUND THE NATION

To promote recycling, brand ambassadors will show

attendees fun DIY projects using Snapple bottles and

caps.

DIY

ROOTED IN OUR EARTH FESTIVAL

#RootedInOurEarth

PROOTEDIN CULTURE

Sponsor a Live Story on Snapchat to showcase the event and excite event attendees

Engage consumers on social media and promote sustainable activities using the hashtag #RootedInOurEarth

PROMOTION

Festival-goers will be given a Frisbee that looks like a Snapple cap to act as a tray to hold their lunch, which they will buy from local food trucks surrounding the park.

Snapple fruit-flavored cotton candy.

FOOD

17

At all of the events, a Snapple kiosk will allow consumers to send a Snapple with a personalized note to someone who is active in one of five nonprofit organizations: American Red Cross, Lets Play, United Way, Habitat for Humanity, and Camp Good Days. To participate, the sender will purchase a bottle and Snapple will send the second bottle. The sender and receiver will also be given a discount coupon.

SNAP IT FORWARD - INCUBATORIn economically struggling neighborhoods within ten KMAs, Snapple will create start-up incubators to support entrepreneurs in building their businesses. In order to participate, aspiring entrepreneurs will submit a three minute video pitching their business model. Snapple executives and local community leaders will select winning entries to receive the Snapple Entrepreneur-in-Residence Mentorship.

P

SNAP TWO IT H

ROOTEDIN INVENTION

ROOTEDIN

CULTURE

JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

READY, SET, SNAPPLE

ROOTED IN OUR EARTH SNAPPLE FRUIT TREE INCUBATOR

SNAP SOMETHING TO REMEMBER SNAP SOMETHING TO REMEMBERSNAPPLY TASTING TOURSUMMER CAMP

SNAP TWO ITSOCIAL MEDIA

18

SOCIAL MEDIA STRATEGIES Snapple will partner with YouTube stars Casey Neistat and LaurDIY, sponsor Buzzfeed videos, and place native advertisements to reach the Millennial segment. Neistat is a daily vlogger and viral video creator based in NYC with over 2.3 million subscribers. He enjoys quirky drinks and snacks and is constantly on-the-go. LaurDIYs channel includes do-it-yourself content such as summer snacks and room dcor. Native advertisements will be created for Buzzfeed to engage consumers on a digital platform. Snapples social platforms will also be updated throughout the year to promote all other brand activation events.

19

MEDIA


SOCIALDIGITAL

BROADCAST TV BROADCAST TV BROADCAST TVNETWORK TV NETWORK TV NETWORK TV

OOHSEO

BRAND ACTIVATIONS

NON-HEARTLAND Los Angeles Chicago Atlanta Houston Miami-Ft. Lauderdale Phoenix (Prescott) Austin Denver Kansas City Louisville

OBJECTIVE

FLIGHTINGThe campaign will be flighting, with holistic integrated marketing event surrounds from February to December. While capitalizing our media buys in the summer months (May-August) in the Heartland and non-Heartland, we plan on focusing our non-summer media tactics in the non-Heartland. This will allow Snapple to gain awareness in warm-climate states year round and increase overall sales, thus encouraging more stable sales throughout the year in its totality.

Connect Snapple with culturally relevant content that aligns with Snapples brand identity and campaign voice to resonate within our target market.

KMASHEARTLAND New York Philadelphia Washington, DC Boston (Manchester) Albany Buffalo Baltimore Hartford & New Haven

The average CDI (Category Development Index) of 126 was used to decide the DMAs for the campaign.[3]

1

34

5

68

7

2

BUDGET BREAKDOWN1. Digital 34%2. SEO 1%3. TV 20%4. Social 6%

5. Brand Activation 24%6. Expense 5%7. Contingency 2%8. Sales Promotion 6%

20


SOCIALDIGITAL

BROADCAST TV BROADCAST TV BROADCAST TVNETWORK TV NETWORK TV NETWORK TV

OOHSEO

BRAND ACTIVATIONS

MEDIA INSIGHTSTRENDS

TOUCHPOINTS

10:00 AM12:00 PM

5:00 PM

8:00 PM11:00 PM

6:00 AM

CORD-CUTTING[12] CROSS-SCREENING[12][15] STREAMING ON MOBILE DEVICES

[12]

SMALL BUSINESSES[13]

FEAR OF MISSING OUT (F.O.M.O.)[10]

W.O.M. INFLUENCE[14]

REAL-TIME INTERACTION[16]

Programmatic digital buys White-list appropriate content Cookie-based retargeting SEO Digital conquesting Event surrounds

Partnerships Push notifications Blippar: augmented reality app that

instantly unlocks engaging content and brings the physical world to life

Real-time optimization

Paid social media: Facebook, Twitter, Instagram, Snapchat, Pinterest

African American and Hispanic targeted ads

TACTICS

21

CULTURAL ROADMAP

22

Below are cultural touchpoints the campaign will surround.

FEBRUARY: Social Media Week (New York City)Celebration of innovations in marketing, media, and technology, including culturally-forward companies and people shaping the future of technology and social sharing.

IF

MARCH: SXSW (Austin)South By Southwest is a major three-day film, interactive, and music festival in Austin, TX that attracts innovative individuals, ages 25 to 44.

IF

MAY: Boston Calling (Boston)Three-day festival featuring some of the biggest and best acts in live music, as well as access to food and drink offers.

IF

JULY: ESPYS (Los Angeles)Snapple will sponsor the Jimmy V Perseverance Award and surround the ESPY Awards on television, digital and social platforms.

OCTOBER: Bobs BurgersA TV show on FOX animation Sunday about a typical American family who all work in the family restaurant. In Bobs Burgers, problems often arise and the family manages to solve them through quirky and fun adventures.

DECEMBER: End of Snapply Tasting Tour Truck at Ample Creamery for Star Wars Episode VIIIOwners of Ample Hills creamery, an ice cream shop in Brooklyn, NY, convinced Disney CEO Bob Iger to make it the official ice cream of Star Wars. Between the fandom of Star Wars, F.O.M.O. of ice cream, and NYC movie lovers, we can partner with this ice cream shop to end our campaign, emphasizing back to humble roots.

IFL

Netflix PremiereTREND: Travel

APRIL: Earth Weekend (Brand Activation)

TREND: Memorial Day

JUNE: Roots Picnic (Philadelphia)Diverse hip-hop and rap music festival at the Festival Pier of Penns Landing, Philadelphia. An insanely popular festival with a strong social media presence.

IFL

JULY: Pitchfork (Chicago)Pitchfork Music Festival, held in Union Park, has an eclectic lineup of performers and over 20,000 attendees who love the unique,friendly, cultural, and intimate feel.

IFL

TREND: Back to School

TREND: Labor Day

SEPTEMBER: The GoldbergsThe Goldbergs is a quirky sitcom about a family living in the 1980s that airs on ABC. In 2017, the show will be entering its fourth season. It has strong ratings for ABC and reaches both Millennials and an older audience.

Wonder Woman Release

NOVEMBERTREND: Thanksgiving, Small Business Saturday

MULTICULTURAL TARGETING

African Americans and Hispanics both index higher than others for drinking tea and Snapple teas and juices.[3]

Both Hispanic and African-American populations in the US are growing.[17]

African Americans are more likely to be influenced by advertising than their friends.[18]

African Americans consume more content than other groups.[19]

Hispanics over index in technology.[20] The median age of U.S. Hispanics is 28, rather than 38 for

the overall U.S. population.[20]

To reach both races, Snapple will surround the Empire mid-season premiere in March 2017. Empire is Foxs hit broadcast TV drama about the Lyon family of Empire Entertainment, a hip-hop and R&B music label. Empires audience is more than two-thirds African-American and is the number one English language drama for Hispanic adults 18-49 and 18-34.[21] Its fall finale in December 2015 achieved a 4.5 rating in the 18-49 demographic and reached 11.81 million viewers. The show has consistently topped in ratings and social media engagement since its premiere.[22]

MEDIA TRENDS FOR AFRICAN-AMERICAN AND HISPANIC CONSUMERS

EMPIRE EXECUTION

23

NOTES: 50% impressions served in Heartland,

50% impressions served in Non-Heartland. % Habit Conversion = Percentage of target market consumers

meeting desired purchase frequency (1 additional purchase per year in Heartland and 2 additional purchases per year in Non-Heartland).

A 16 oz. glass bottle of Snapple costs about $2.

BUDGET

KPI: $189 million, 15% Increase Additional Revenue: $199.5 million

Total spend: $49.7 million24

EVALUATION

HEARTLAND

OVERALL GOAL

Grow brand relevance from 50% to 70% through engagement tactics with heavy users and advertising.

Grow heavy user buying rate from 9x to 10x per year.

NON-HEARTLAND Grow Snapples top of mind brand

awareness from 15% to 25%. Grow light user buying rate from 1x to

3x per year.

Grow Snapple sales from 35,000,000 cases to about 40,250,000 cases in 2017. This is about a 15% increase, which is equivalent to about a $189,000,000 increase in sales.

TRACK PURCHASE FREQUENCY Nielsen Consumer and Shopper Analytics will track shoppers

actions, reasons for buying, and when and where they shop.[23] Using beacon technology, Euclid Analytics will monitor in-store

shopper behavior in selected stores.[24]

TRACK THE GROWTH OF BRAND RELEVANCE AND TOP OF MIND BRAND AWARENESS

BRAND ACTIVATIONS Monitor attendance and engagement with our brand activation tactics Track the use of our brand activation oriented hashtags Monitor news and social media activity to determine earned mediaADVERTISING Recognition and day-after-recall tests will measure creative messaging

effectiveness. Click-through rates on banner ads will determine channel effectiveness for

media scheduling adjustments. Google Analytics will track Snapples website traffic and how people are accessing it.[28] Alexa will track and compare competitors online presence to Snapples while also

helping Snapples SEM and SEO strategies.[29]

TRACKING CONSUMER SENTIMENTONLINE Bazaarvoice Connections will track brand relevance and

perception by allowing Snapple to monitor and respond to consumer reviews and questions on retailers sites.[25]

Net Promoter Scores will identify consumers positive perceptions towards Snapple by showing their likelihood of recommending Snapple to a friend.[26] This word of mouth will help to place Snapple into peoples consideration sets.

Radian6 will gauge Snapples strength on social media, detailing frequency of consumers posts and mentions as well as consumers sentiments towards Snapple.[27]

35,000,000 cases

40,250,000 cases

15% increase

SALES INCREASE

25

OUR TEAM

ACCOUNT PLANNING

CREATIVE

DIRECTOR: Alora Sherbert

MEDIA

BRAND ACTIVATION

PRODUCTIONCO-DIRECTORSSara HarmonAnh Bill Pham

DIRECTOR Andrew Olkowski

TEAMTaylor FlynnMelissa DellacatoMorgan Gatzemeyer

DIRECTORS Marissa AccordinoChristopher Brown

TEAMJillian KoehnkenKristin SchultzJessica MerrillDoug LevyLaura Epifano

DIRECTOR Micaela Metz

TEAMIsabel BallaMegan ZartColleen OMearaSonya Joshi Pamela Arbelaez

DIRECTOR Kasey Speth

TEAMSabrina KnightEmma SilenStefanie Tanaka

ACCOUNT DIRECTORScott Hamula

26

PRODUCTION

27

[16] Millward Brown Digital. How to Bridge the Generational Screen Gap. Advertising Research Foundation. Last modified January 2016.[17] Minority Population Growth--The New Boom. Ersi. Last modified 2012. http://www.esri.com/library/brochures/pdfs/minority-population-growth.pdf[18] Fetto, John. African Americans look to advertising more than friends to stay on top of the latest trends. Experian Marketing Services. Last modified March 2014. http://www.experian.com/blogs/marketing-forward/2014/03/19/african-americans-look-to-advertising-more-than-friends-to-stay-on-top-of-the-latest-trends/ [19] Multifaceted Connections: African-American Media Usage Outpaces Across Platforms. Nielsen. Last modified February 2015. http://www.nielsen.com/us/en/insights/news/2015/multifaceted-connections-african-american-media-usage-outpaces-across-platforms.html [20] Hispanic Fact Pack. Advertising Age. Last modified July 2014. http://gaia.adage.com/images/bin/pdf/Hispanic_Fact_Pack_2014_web_rev0730.pdf[21] Kissell, Rick. Empires Growth Spurt Fueled by Young Women, Urban Markets. Variety. Last modified February 2015. http://variety.com/2015/tv/news/empire-ratings-growth-women-urban-markets-1201442207/[22] Porter, Rick. Wednesday final ratings: Arrow, Empire and Criminal Minds adjust up. TV by the Numbers. Last modified December 2015. http://tvbythenumbers.zap2it.com/2015/12/03/wednesday-final-ratings-dec-2-2015/ [23] Nielsen website. http://www.nielsen.com/us/en/solutions/shopper.html [24] Euclid Analytics website. http://euclidanalytics.com [25] Bazaarvoice website. http://www.bazaarvoice.com/products/[26] Net Promoter website. http://www.netpromoter.com/why-net-promoter/know [27] ExactTarget website. http://www.exacttarget.com/products/social-media-marketing/radian6[28] Google Analytics website. http://www.google.com/analytics/ [29] Alexa webstie. http://www.alexa.com

[1] Social Media Mentions (2016).[2] Mccue, Matt. How Snapple Became the Myspace of Drinks. Thrillist. Last modified June 2015. https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple[3] Experian Simmons OneView Database (2012).[4] Gavril, Matei. 7 Digital Marketing Trends to Watch Out for 2016. Entrepreneur. Last modified 2016. http://www.entrepreneur.com/article/254006[5] U.S. Bottled Water Sales Reach Record Highs in 2015. NACS. Last modified February 2016. http://www.nacsonline.com/Media/Daily/Pages/ND0225164.aspx#.VvOaZxIrJ7p[6] Baker, Rosie. Unilever CMO Media Fragmentation is a Real Threat to Brands. Adnews. Last modified June 2014. http://www.adnews.com.au/adnews/unilever-cmo-media-fragmentation-is-a-real-threat-to-brands [7] Mobile Millennials: Over 85% of Generation Y Owns Smartphone. Nielsen. Last modified September 2014. http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html [8] Loechner, Tyler. Cross-Screen Or Bust. Media Post. Real-Time Daily. Last modified April 2014. http://www.mediapost.com/publications/article/224751/cross-screen-or-bust.html[9] Solomon, Micah. 2015 is the Year of the Millennial Customer: 5 Key Traits These 80 Million Consumers Share. Forbes. Last Modified December 2014.[10] The Advertising Research Foundation. Millennials Are Most Trusting when it Comes to Advertising. Advertising Research Foundation. Last modified January 2016.[11] Robinson, M. I Went To Summer Camp For Adults And It Was Like A Frat Party On Steroids. Last modified August 2014. http://www.businessinsider.com/adult-summer-camp-club-getaway-2014-8[12] The Nielsen Company. Screen Wars: The Battle for Eye Space in a TV-Everywhere World. Screen Wars. March 2015. [13] Shane, Scott. Why Americans Love Small Business. Entrepreneur. Last modified February 2015. [14] Loechner, Jack. WOM Still Highest Unpaid Influence; Paid TV still Broadest Reach. The Center For Media Research. Last modified May 2015.[15] The Advertising Research Foundation. Moms Multitasking Leads to Cross-Screen Opportunities. Advertising Research Foundation. Last modified January 2016.

CONCLUSIONThank you for reviewing our Rooted in People integrated advertising campaign for Snapple. We look forward to bringing this campaign to life during our presentation.

-Team 296