NSAC Snapple Plans Book 2016

Plans BookTeam 372

Sponsored By

TABLE OF CONTENTS

3 Executive Summary & Challenge

4 Brand

5 Competition & Opportunity

6 Research Video & Objectives

7 Methodology

8 Research

9 Research

10 Target Segments

11 Insights & Strategy

12 Big Idea

13 Digital Radio

14 Out-of-Home

15 Spectacular

16 Gas Station

17 In-Store Activation

18 Social Media

19 Snapple.com & Flav Facts

20 Block Party Roll-Out

21 Block Party Video

22 Block Party

23 Media

24 Media Flowchart

25 Measurment & Evaluation

26 Roster

27 Conclusion & Citations

2

Executive SummaryAt the center of Snapple’s quirky

success is the brand’s consumers. This diverse group of movers, shakers, and do-gooders are willing to share their

Snapple loyalty for one reason: they love the way it tastes. This widespread group has the potential to become a closeknit

community with the power of flavor. A band of Snapple loyalists can

bring Snapple’s name to the tips of Light Users’ tongues, and reshape the

brand from a nostalgic delight to a forever favorite.

Heavy User StrategyGrow Brand Relevance through engagement tactics with Heavy

Snapple Users. Grow Heavy User Buying Rate from 9x to 10x per year.

Light User Strategy Drive Trial by converting high

Awareness (90%) to Top of Mind Awareness (15%). Grow Light

User buying rate from 1x to 3x per year.

ChallengeCreate an integrated

2017 holistic marketing campaign to

grow Snapple Trademark (TM) volume in the

United States.

3

Brand HistoryIn 1972, Snapple emerged as an “all-natural beverage New Yorkers will love.” Over the decades Snapple grew to establish itself as an innovative and playful national brand, providing premium tea and juice options. In 2008, Snapple paired with Dr Pepper to create Dr Pepper Snapple Group; the brand has continued its legacy headquartered in Plano, Texas.

• Snapple has 29 distinct teas and juices with additional seasonal flavors• Heavy Users are loyal and willing to advocate for the brand• The brand has a long, positive history and an identifiable quirky style

• Snapple can develop content on social media to encourage engagement from followers• In the Ready-to-Drink Tea and Juice Market Snapple’s flavors are unique• Snapple may be perceived as a healthier alternative to soda

• The Ready-to-Drink Tea and Juice Market is very saturated, so distinguishing a brand within the category can be difficult• Competitors are incorporating “premium” features like glass bottles and all natural flavors• Consumers want to live a holistic lifestyle and are switching to healthier alternatives

Refreshed• Snapple unveiled new designs in their logo and packaging for National Iced Tea Day on June 10, 2015 • The new logo features an illustrated sun along with new letterform while maintaining the signature ‘S’ • A new earth icon solidifies the “Made from the Best Stuff on Earth” tagline• New flavor captions add personality to each individual flavor

#LoveSnapple • Campaign spots began airing in April 2015 with New Yorkers urging the rest of the country to #LoveSnapple.• In May, endorsements from Nick Cannon and Jimmy Fallon added to the excitement • By the end of June, 20% of adults were aware of the campaign• In July and August, 25% of adults would consider Snapple when purchasing a beverage

Going Green • Dr Pepper Snapple Group announced its goal to achieve a U.S. beverage container recycling rate of 60% by 2030• A $5 million investment in the Closed Loop Fund will support post- consumer recycling • A $1 million commitment to Keep America Beautiful will continue efforts to place recycling bins in public parks

• Many users have a difficult time finding their favorite flavor on store shelves• On social media, Snapple doesn’t interact with its consumers on a regular basis or in a personal manner• In the Ready-to-Drink Tea and Juice Market, other brands offer healthier options while Snapple is often left with an unhealthy perception

What’s New?

sW

TO

BRAND

4

38%

18%15%

11%8%

7%

1%

Arizona

Lipton

BriskSnapple

Gold PeakPure Leaf

Nestea SoBe Honest Tea

AriZona• Untraditional media mix with only digital and social media• Consistent 99¢ pricing• New partnership with Lavit, LLC will expand their single-serve product line

Brisk• Brisk is managed by the Pepsi Lipton Partnership, a company that focuses on self-expression in their marketing• Tumblr is used as their website platform; it is extremely interactive for consumers• The brand isn’t afraid to use newer forms of social media like Snapchat

Gold Peak• Owned by Coca-Cola, they have one of the best conversion rates in the tea category• Content is about creativity with food and crafts• Passionate social media followers; they recreate Gold Peak content with their own twist

Lipton• The Pepsi Lipton Tea Partnership is strategic and international • In 2015, Lipton launched lightly carbonated tea in lemonade, raspberry and peach flavors to position as a substitute for soda•Lipton often writes customized responses to consumer comments on social media creating strong, positive engagement

Displaying social media relevancy and flavor options revealed a unique opportunity for Snapple. We measured social relevancy by averaging post interaction and comparing it to overall followers. Snapple has a large online following but little interaction, yet Heavy Users will often post independently about the brand. That means there is a great opportunity to bump up relevancy through social media. Fans are talking, they just need a microphone.

Tea & Juice Share 2015 in Volume

Performance (Cases)

OPPORTUNITY

COMPETITION

1% 1%R

elev

an

cy

Flavor

COMPETITION & OPPORTUNITY

5

Research Objectives

1. Understand the personality traits and lifestyle of both Heavy and Light Snapple Users.

2. Gauge awareness and perception of the Snapple brand according to Heavy and Light Snapple Users.

3. Investigate the decision-making process at point-of-purchase.

4. Find a common link between Heavy and Light Snapple Users.

https://www.youtube.com/watch?v=xd0c9ds6r08

RESEARCH VIDEO

6

A 22-question survey analyzed brand relevance,

purchasing patterns, and consumer lifestyles

around the country.

3 FocusGroups 5 One-On-One

Interviews with Heavy Users 6Months of

Social MediaListening

55StreetInterviews 65Taste

Tests1,053Survery Respondents

A total of 27 participants discussed

their Ready-to-Drink Tea and Juice usage.

In-depth interviews allowed us to understand the role Snapple plays in the life of a Heavy User.

Social media listening gave us the opportunity to find and understand consumer attitudes.

We asked our Midwestern Neighbors about their experience

with Snapple and its competitors.

Attendees of a community event were

given a bottle of Snapple and surveyed about

their reactions.

METHODOLOGY

7

Flavor Matters

“I would always drink [Rasberry Iced Tea], that’s pretty much the only one I drink. I don’t really care for raspberry in other drinks, but for some reason the Snapple was really, really good.” -Focus Group Participant

“In case anyone was wondering what Snapple Half & Half tastes like, it’s amazing. Some brands screw up the half & half. Snapple does not.” -@lindsey4real, Twitter

“If I ever get in a freak accident and they have to replace all my blood with Snapple, please make sure it’s Snapple Apple, thanks.” -@kittiewonder, Twitter

“Trying this Mango Madness Snapple for the first time & I’m lovin it! I feel like I’m cheating on apple!” -@TylerificMate, Twitter

Snapple Users are Outspoken about the Brand

“Snapple’s are the best drinks I have ever tasted. For three consecutive years I have bought a Snapple at least once a week and I never get bored of it.”-Joel Diaz, Facebook “Snapple we re-used your bottles for our wedding favors!!! Ironically my new last name begins with an S so it worked well. They were amazing and also a very big hit. My husband LOVES your iced tea.” -Christy Marie Santee, Facebook

“My life is over when I drink my last Snapple!” -Dirk McAdam, Facebook

Fans Need Help Finding Their Flavors

“If I really want [Snapple], I have to hunt for it. You have to guess where they’re thrown in.” -Focus Group Participant

“Hi I live in Raleigh, NC and have not been able to find the raspberry tea Snapple! Please help?!” -Traneka Jarmon, Facebook

“Why is it difficult to find any flavors other than peach and lemon at grocery stores? The apple looking one looks tasty. I must be looking at the wrong stores.”-James Davis, Facebook

Flavor 49.49%

I do not choose Snapple 15.94%

Nutrition 13.69%

Price 9.32%

Availability 5.72%

Convenience of Portability 2.36%

Brand Loyalty 1.80%

Time of Day 0.90%

Trendiness 0.79%

Online Survey

RESEARCH

8

1 2 3 4 5

Online Survey

Online Survey

There’s an Opportunity to Increase Brand Relevance

and Awareness

“I totally forgot Snapple kind of existed for a while and after [my friend bought one] all I could think about was drinking Snapple.” -One-on-one interview

Snapple Fits Into a Variety of Lifestyles

“My daughter has begun making art on empty Snapple bottles.”-@JerielLowe

“Life is full of adventure #Snapple” -@lanna_farmer

“My favorite beverage, while watching my fish. #snapple #snappleapple#madefromthebeststuffonearth”-@AngieDelgado

“Peach Snapple is just really great.” -@heyits_nuha

“Got my giant bottle of diet Snapple and my tv ready for #Ghostadventures #Starofindia #aarongoodwin” -@spnfreak0203

1.90weighted avg.

Not at all often

Slightlyoften

Moderately often

Veryoften

Extremelyoften

3.60weighted avg.

Not at all familiar

Slightly familiar

Moderately familiar

Very familiar

Extremely familiar

How familiar are you with the Snapple brand?

How often have you heard other people talking about Snapple in the last 6 months?

1 2 3 4 5

RESEARCH

9

Home Head Honcho (West)Secondary Target• Age 36• Asian-American woman• San Francisco, CA• Multigenerational household• Purchases Snapple in bulk • “...fiercely brand loyal and are highly likely to shop on deal or use coupons when stocking up.” -Nielsen Asian-American Report• “My mom told me to get the Snapple in her car and I was expecting a small thing of Snapple. Oh no, it was a case of it. You go ‘

Shelley.” -Michael Fraser, Facebook

Multicultural Mom (Midwest)Primary Target

• Age 32• Mixed race woman• Chicago, IL • Always looking for the little things that brighten up her family’s day• Purchases Snapple in 6 packs for her family• “I think due to the advertisements that I’ve seen my whole life.,there has always been images of fruit, and healthy-looking people enjoying the drink. I’ve never tasted a ‘bad’ Snapple, so they must be doing something right!” -Online Survey Participant

Career Connoisseur (South)Secondary Target• Age 25• Hispanic man • Houston, TX• Life goals are based on career achievements • Purchases single glass bottles for their convenience and consistency taste• “When I think of Snapple I think of an on-the-go drink. Like a light, refreshing, snack staple.” -Focus Group Participant

On-The-Go Getters (Northeast) Primary Target• Age 26• Caucasian woman• New York, NY• Lives an “athleisure” lifestyle (wears athletic clothing for more than just working out)• Purchases Snapple in single glass bottles for their ease of portability• “I think Snapple is a go-to for a refreshing drink and always encourages me to eat something healthy like a sandwich or salad while drinking Snapple.” -Online Survey Participant

TARGETSEGMENTS

10

Insight 1: Nutrition and quality ingredients are becoming increasingly important to the consumer, but flavor remains the deciding factor.

The Consumer Catch: Why should I drink Snapple when there are healthier options?

Solution: Remind users that Snapple’s unique flavors aren’t replicated by any other Ready-to-Drink option.

Insight 2: Users often feel strongly about one or two Snapple flavors; they accept no substitutes.

The Consumer Catch: Why should I try something new when I already know what I like?

Solution: Prove great taste is guaranteed with all Snapple flavors and incentivize trying new flavors.

Insight 3: Snapple loyalists are enthusiastic and outspoken about the brand on social media; there’s an opportunity to create an active community.

The Consumer Catch: Why should I interact with Snapple?

Solution: Entice consumers to interact with Snapple on branded social media platforms instead of posting independently. Create a social media strategy that encourages conversation and focuses on user-generated content.

Insight 4: Snapple users often have a hard time finding their flavor or the brand in general, which hinders awareness and relevance.

The Consumer Catch: Where is my Snapple?

Solution: Provide outlets that lead consumers to distributors with their flavors.

Insight 5: There’s little consistency in how consumers drink Snapple; the drink is adaptable to many different lifestyles. The Consumer Catch: How does Snapple fit into my life?Solution: Demonstrate a variety of activities and lifestyles Snapple fits into.

INSIGHTS & STRATEGY

11

Campaign Objectives: • Increase usage and drive trial by showcasing Snapple’s unique flavors.

• Reinforce brand loyalty by creating a Snapple community that

is all-inclusive.

• Boost social media interaction with engaging content that creates

conversation.

• Strengthen brand equity by highlighting Snapple’s fun and quirky image.

Positioning Statement: Snapple is the premium choice for

Multicultural Moms, On-The-Go Getters, Career Connoisseurs and Home Head

Honchos because it provides a craveable, consistent flavor that consumers can rely on.

The brand creates a community around its unique consumers, their flavor

preferences and uses for the drink.

Big Idea:Snapple is a premium drink that doesn’t just stand out from the crowd, it creates

one. This group is as diverse as the flavors they drink. It’s time we came together, #AllInFlavor.

Tone: Custom illustrations, community

driven copy, and enticing visuals of the iconic Snapple bottle and flavors are at

the forefront of our 360 campaign.

https://www.youtube.com/watch?v=twZdw9yuhUg

BIG IDEA

12

The radio spots draw consumers into eccentric scenarios that serve as an introduction to the #AllInFlavor community. The copy hits upon the quirkiness of the brand and consumers’ love for Snapple facts. Tactical mediums such as Pandora and Spotify will reach multicultural audiences.

Digital Radio Format. Dr. Pepper Snapple

“Guinea Pig People”

Commercial Length: 15”

Version/Date (optional)

SFX: Popping sound of a Snapple lid.

Billy: “In Switzerland, it is illegal to own only

one guinea pig because they are so prone to

loneliness.” Real Fact #986. And are we not

all guinea pigs? Do we all not have a craving

to come together?

MAN 2: Billy, whaaa…what are you talking

about? Are you telling me you’re a guinea

pig? I just asked if you wanted a Snapple..

Maybe check out #AllInFlavor. There might

be more guinea pig people out there.

ANNCR: Tell Snapple how you’re in

flavor using hashtag #AllInFlavor.

DIGITAL RADIO

13

The vibrant colors and relatable copy used throughout the advertisements fit with Snapple’s lively personality and convey the importance of flavor. To catch the consumer’s eye, billboards, bus shelter, and transit ads will be placed in the top 15 markets. In order to capture the Midwest market, a majority of these advertisements will placed in this region to increase Top of Mind Awareness.

Out-of-Home

14

The Snapple Spectacular will be featured in Times Square and allow users to partake in an interactive mobile game. Not only will the Spectacular generate buzz in our Heartland, but it will also get the attention of the rest of the country.

• Interactive billboards let viewers connect with their phones via Bluetooth. Connected devices will receive a link to take part in the game.

• Once connected, the participant will begin playing in the Snapple Spectacular Ad-Lib, and will have 15 seconds to choose terms from a word bank on their phone in order to complete the given sentence.

• The finished sentence will appear on the billboard and the player’s phone will be disconnected. The participant will be given an option to share their Spectacular Story via social media and/or use the Flavorite Locator to find a Snapple they love.

slide 1

slide 2 slide 3

SPECTACULAR

15

Gas station television advertisements will be placed nationwide in all 1,250 Wal-Mart gas station locations. Our playful video content will encourage consumers to “Buy One, Try One” and at the click of the pump, a receipt with a Snapple coupon will be dispensed. Users can redeem their coupon at any Wal-Martgas station throughout the United States.

GAS STATION

16

Our in-store activations will draw consumers to the Snapple section of the store by advertising our “Buy One, Try One” promotion. We will utilize point-of-sale displays and promotional coupons. This will give our Heavy and Light Users the opportunity to purchase their favorite flavor and try something new. In an effort to grow Snapple volume in the Midwest, we will also leverage the current relationship with the expanding Potbelly franchise by placing Snapple-branded fridges in all 413 locations.

IN-STORE ACTIVATION

17

The #AllInFlavor hashtag will encourage Snapple fans to submit content of themselves interacting with their fav flav to be featured on Snapple’s various social media accounts, displaying the many personalities found across our audience.

Responses Snapple social media platforms are home to a fair amount of followers, but current content doesn’t encourage conversation and responses don’t solve the problems consumers face. Followers will receive a personalized response directly from personified flavors, creating a personal experience and opening a line of communication between the individual and the brand. This will build a stronger sense of community around each of these platforms and grow loyalty among our consumers.

YouTube Masthead

Snapchat Filter Instagram Profile

CustomizedResponses

SOCIAL MEDIA

18

AggregatorWhen Snapple lovers share how they are #AllInFlavor in response to our social media campaign, their tweets will be collected onto our Flav Fact Generator. The Snapple community will then be given the opportunity to vote for their favorite Flav Facts, to be featured on the caps.

Snapple.comOur #AllInFlavor campaign will seamlessly tie into the existing website. Through extensive social media listening, it became apparent that Snapple lovers are unable to find their favorite flavors. In an effort to solve this problem, the Flavorite Locator will be integrated into the current website.

SNAPPLE.COM & FLAV FACTS

19

Snapple is a grassroots brand; we want to restore that hometown feel. To evoke a sense of community, we will ask Snapple users, “What makes your block the best?” Participants will use social media to tell Snapple why for a chance to win a block party that pops! Snapple’s sales increase when the sun is shining and the smiles are out, so July 15, 2017 through August 5, 2017, Snapple will choose 29 block party winners to celebrate all 29 premium flavors.

Flavor Immersion: Virtual Reality/360 VideoSnapple users can immerse themselves in the #AllInFlavor block parties, even if they can’t physically attend. Through Virtual Reality and 360 Video, the entire Snapple community will be able to view the parties on Facebook and Snapple.com.

EXPERIENTIAL ROLL-OUT

20

https://www.youtube.com/watch?v=cMc6c6QaQY4

EXPERIENTIAL VIDEO

21

Block Party attendees will share their favorite Snapple flavors by taking part in Flavor Art. Participants will throw paint-filled balloons representing their fav flav at the canvas. Once the canvas is filled, the stencil will be removed revealing “#AllInFlavor,” and the finished product will be donated to the local community center, where Snapple will also sponsor a community arts program. Giving back is key because Snapple represents people coming together in a community that is #AllInFlavor.

Photo Booth

Flavor ArtSnow Cone MachineFlavor Toss

BLOCK PARTY

22

8% Social

32% TV

18% Digital

9% Gas Station / TV Receipts

0% Influencers

4% Experiential

0% Website

12% In-Store Activations

2% Production

13% OOH

Media Objectives

• Reach 85% and generate 5+ frequency among adults 18-49, with an emphasis on both growing multicultural markets & 30-year-old female consumers• Strategically use the $50MM budget for the full 2017 calendar year • Effectively utilize seasonal advertisements to organically appeal throughout the duration of the campaign

• Create a deeper Snapple community that encompasses our big idea, #AllInFlavor

Media Strategies

• To reach each audience, we will utilize mediums that speak directly to these segments. Strategic product placement in The Real combined with multicultural social media influencers, such as Rudy Mancuso and Chescaleigh, will extend our reach to our diverse segments. Millennial moms will be reached through the mommy blog, We Got Kidz, as well as in-store promotions and displays in Wal-Mart, the largest distributor of Snapple.• Snapple is consumed mostly in the summer months, so a significant amount of the budget will be allocated in the second and third quarters. A large portion of the budget will be additionally allocated to capitalize on growing trends – such as digital, experiential, and gas station television. • We will target Heavy & Light users in an effort to increase consumption, advocate for the brand, and reaffirm their brand purchase. Additionally, our social strategy will bridge and grow the relationship between Heavy and Light users.• We will reach our consumers through paid, earned and owned media. Paid media will include social media “Flav Facts” advertisements and block party promotions. Additionally, social media user-generated content will comprise the earned media. Lastly, owned media will incorporate the “Flavorite Locator” and additional elements will be added to Snapple.com

Media Tactics

• The integrated 2017 holistic marketing campaign will include TV, digital, OOH, social, influencers, gas station TV, experiential, Snapple.com, and retail in-store activation tactics, for a total of 3,973,325,279 impressions.• 29 experiential block parties will showcase, strengthen, and reinforce the already existing Snapple community.• A total of 915 GRPs will be allocated throughout the quarters; flighting will occur during quarters one and four, and quarters two and three will feature continuous advertisements. This will strategically place television ads to address Snapple’s seasonality.

SimplyMap 2014 Snapple Usage

Media Allocation

MEDIA

23

QUARTERLY

BUDGETQ1

$10,060,875.00

Q2

$11,669,833.34

Q3

$23,124,491.66

Q4

$3,820,125.00

Production

$1,300,000.00

TOTAL:$49,975,325.00

SocialFacebookInstagram

TwitterSnapchat

CableNetwork

Television

TransitTrain Door Wrap

Bus ShelterBillboard

Spectacular

DigitalSpotify

HuluHulu Latino

PandoraSidebox Ad

Youtube

Maya in the MomentWe Got Kidz

ChescaleighRudy Manusco

Rhett & Link

Influencers

Gas StationTV

Receipt Coupons

ExperientalBlock Parties

FlyersCommunity Philanthropy

WebsiteProduct Locator

In-Store ActivationPOS Display

PotbellyCoupons

ProductionCost

Virtual / 360

OOH

Jan Feb March April May June July Aug Sept Oct Nov Dec

1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4

$796,250.00

$2,000,000.00

$236,400.00

$1,050,00.00

$7,911,000.00

$8,949,750.00

$84,375.00

$330,000.00

$3,937,500.00

$1,800,000.00

$275,000.00

$4,095,000.00

$2,106,000.00

$2,106,000.00

$5,200.00

$19,000.00

$500,000.00

$10,000.00

$10,000.00

$15,000.00

$10,000.00

$75,000.00

$4,481,250.00

$250,000.00

$2,000,000.00

$100.00

$250,000.00

$3,000.00

$4,000,000.00

$619,500.00

$250,000.00

$750,000.00

$550,000.00

$49,975,325.00

3,500,000

252,000,000

59,100,00

71,000,000

450,128,000

797,940,000

4,550,000

2,500,000

157,500,000

6,000,000

136,500,000

585,000,000

5,400,000

5,400,00

650,000

5,115,000

70,000,000

81,179

11,116

227,573

10,300,000

4,026,127

682,500,000

1,666,667

2,900

5,000

6,825,000

650,000,000

227,150

1,666,667

Snapple Media Plan 2017

Cost Impressions

3,502,900

3,973,325,279

A 18-49

A 18-35

A 18-35

A 18-24

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

H 18-49

H 18-49

AA 18-49

A 18-35

H 18-35

AA 18-35

MM 18-35

H 18-35

H 18-35

H 18-49

H 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

A 18-49

Targets

MEDIA FLOWCHART

24

“It made me want to

drink Snapple!”

- Anna M.

“[The commercial] is so cute! We

get a sense that Snapple is for

everyone and all can enjoy it! I also

like how the beginning connects to

the end when the mother was

talking about getting her son ready

for school and at the end a different

son thanked the mom for the

Snapple. I thought that was clever!”

- Amber E.

“All in flavor means

your “go to” drink is

Snapple, that’s the

“tribe” you belong to.”

- Joe L.

Testing: Is #AllInFlavor effective?Improving Social Media EngagementKPI’s: Increased likes, shares, comments, clicks and organic reach • Meltwater Social Listening • Facebook & Twitter AnalyticsEvaluating Media Placement (Impressions & Ratings) • Nielsen Measurement Tools

Post-Testing: Was #AllInFlavor memorable & profitable?Ensuring Top of Mind Awareness for Light Users and Brand Relevance for Heavy Users • Aided Recall Tests • Attitude Test • Qualitative Survey Measuring Volume Sold (by Cases) in the United States • Sales tests •Track Coupon Redemption

Pre-Testing: Is #AllInFlavor understandable?iResearch Online Communication

Testing Results:

MEASURMENT & EVALUATION

25

Communication and Media Innovation, Audio Arts and Acoustics, Fine and Performing Arts, Cinema Art and Science programs and students, AAF District 6 and Snapple for the fun-filled adventure!

Danielle M. Art Director

Klaudia S.Art Director

Alesha P. Account Manager

Gabrielle GAccount Planner

Molly F.Account Planner

Sidney F. Account Planner

Nikole U. Public Relations

Emily M. Public Relations

Andrew Z. Media Planner

Joshua F. Media Planner

Marissa W. Media Planner

Agnes S. Art Director

Alexis B. Art Director

Annie G. Art Director

Mackenzie D. Art Director

Matt J. Art Director

Siana M. Art Director

James B. Copywriter

Steven S. Copywriter

Anthony C. Copywriter

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Great flavor should be recognized, and Snapple users have plenty. Bringing together this diverse group of vibrant, passionate people is the key to increasing Snapple’s volume sold in the the United States. Our campaign reminds users of Snapple’s unique flavors and gives them platforms to rave about the brand. Connecting isolated voices guarantees they will be heard, it’s time Snapple users came together #AllInFlavor.

CONCLUSION & CITATIONS

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