Snapple NSAC 2016

25
TEAM #403

Transcript of Snapple NSAC 2016

Page 1: Snapple NSAC 2016

TEAM #403

Page 2: Snapple NSAC 2016

Snapple is a brand with so many strengths-- their quirky, positive vibe, their remarkable Real Facts and a vehement fan base. We saw the greatest opportunity for Snapple's growth as marketing to those who our research found were drinking the most ready-to-drink iced tea: minorities. No RWKHU�EUDQGV�ZHUH�ȴOOLQJ�WKDW�QLFKH��ΖQ�DGGLWLRQ��ZH�ZDQWHG�WR�WDNH�WKH�LFRQLF��%HVW�6WX�RQ�Earth" branding and tie it into our key insight. Our research found that our consumers found their ties to those around them to be exceedingly important. To our audience, FRQQHFWLRQV�DUH�WKH�%HVW�6WX�RQ�(DUWK���VR��ZK\�not create a campaign to make Snapple the brand of connections?

Team #403 Snapple2

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Connections. The Best Stuff on Earth.CO

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NTS

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Team #403 Snapple 3

SUM

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RYPositioning

Key Findings

Drinking Snapple provides people with connections in social settings. Drinking Snapple makes you feel like you’re a part of a group-- like you know something that other SHRSOH�GRQȇW��ΖWȇV�GLHUHQW�WKDQ�other drinks because of the experience that is associated with the bottle, from its positive packaging, to its Snappy facts, to the clean feel of the bottle.

7KH�SHRSOH�DURXQG�\RX�DHFW�\RXU�KDSSLQHVV�

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Strong brand recognition and loyalty in the heartlandReal Facts set Snapple apart from competitors:LGH�YDULHW\�RI�ȵDYRUVWell-known for glass bottle designQuirky, upbeat persona provide positive feel to the brand

Low brand recognition in the non-heartlandȊ0DGH�IURP�WKH�%HVW�6WX�RQ�(DUWKȋ�DQG�Ȋ$OO�1DWXUDOȋ�FODLPV�DUH�QRW�FRQYLQFLQJ�WR�PRGHUQ�audience and are seen as dishonestNot properly utilizing social media to engage with consumers

Snapple has a small share of the market compared to some competitors�/29(61$33/(�FDPSDLJQ�H[FOXGHG�FRQVXPHUV�RXWVLGH�RI�1HZ�<RUNReady-to-drink tea is a crowded category that’s still on the rise.

People in California and in the southern United states are heavy tea drinkers (of FRPSHWLWRUV���ΖI�RXU�6QDSSOH�PLJKWV�OLNH�UHDG\�WR�GULQN�WHD��ZH�KDYH�DQ�RSSRUWXQLW\�WR�recruit new consumersLots of space to become involved with their consumers on social media - consumers do 'Ζ<�SURMHFWV��VKDUH�WKHLU�IDFWV��DQG�PRUH�RQ�VRFLDO�PHGLD

Brand Perception:

Strengths:

Weaknesses:

Opportunities:

Threats:

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Persona: Quirky, fun-loving, positive | Positioning: Premium

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Arizona: Lipton Pure Leaf:

Team #403 Snapple 5

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MPETITO

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Persona: Bohemian, working class Positioning:�9DOXH�RU�SUHPLXP

Customer loyalty, cheap cost, convenient Strengths:

Targeting teenage consumers is alienating to older audience

Weaknesses:

Many people refer to all half & half teas as Ȋ$UQROG�3DOPHU�ȋ�DQG�$UL]RQD�RZQV�the branding.

Opportunities:

9HU\�VLPLODU�WR�3HDFH�7HD�LQ�WHUPV�RI�positioning and packaging, so people often confuse the two. People are becoming more health-conscious, and are looking for healthier drinks. Arizona is also perceived to EH�WKH�ȊGULQN�RI�DQDUFKLVWVȋ

Threats:

Shows us an experience with the product. The brand communicates authenticity which fosters brand loyalty.

Strengths:

Simply put: This is your grandma’s tea.Has a brand personality of an older generation and is expensive

Weaknesses:

Highlighting the recipes and other content from their social media can attach a lifestyle to the brand.

Opportunities:

Consumers are price-conscious, and this brand is not big in the bottled/can tea category

Threats:

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Team #403 Snapple6

AU

DIE

NC

E25-34 year-old non-white singles Work is top priorityNot necessarily looking for a romantic relationship0D\�ȴQG�LW�GLɝFXOW�WR�PDNH�IULHQGV�RXWVLGH�RI�WKH�RɝFH++Ζ�����.�

Worker Bees (heartland)

Worker Bees are career-focused individuals who spend most of their time at (you guessed it!) work. They are up-and-comers in their company and work hard to prove themselves. These folks aren’t as focused on their relationships-- both romantic and friendships—because who KDV�WLPH�WR�PDLQWDLQ�IULHQGV�RXWVLGH�RI�WKH�RɝFH��0DQ\�RI�WKHLU�FORVHVW�UHODWLRQVKLSV�DUH�ZLWK�their co-workers because most of their social interactions come from those they spend most of their time with. They are most likely to drink tea at work with or on-the-go because of their fast-paced lifestyles.

18-49 year-old non-white single parents who have never been married Child or children is the top priorityNot necessarily looking for a romantic relationshipNon-Heartland++��������.

Single Parents

Single parents see working to support their children as their top priority, and devote most of their time outside of work to their children. Single parents are interested in romantic UHODWLRQVKLSV��EXW�WKHLU�FKLOGUHQ�FRPH�ȴUVW��VR�WKH\�PD\�QRW�EH�DEOH�WR�SXUVXH�DQ\WKLQJ�seriously. Most of the social interactions for this audience come from social events their children attend. Single parents are most likely to drink Snapple at sporting events with their kids or at home with lunch or dinner.

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AU

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18-24 year-old non-white singles New city, new career, new experiences7RS�SULRULW\�LV�ȴQGLQJ�D�EDODQFH�EHWZHHQ�ZRUN�VFKRRO�DQG�D�KHDOWK\�VRFLDO�OLIHBoth Heartland and Non-Heartland

Baby Adults

Age of customers

Baby Adults are individuals who are blossoming into a new career, most likely in a new city. 7KH\ȇUH�WU\LQJ�WR�ȴQG�WKH�SHUIHFW�EDODQFH�EHWZHHQ�ZRUN�DQG�D�VRFLDO�OLIH��%DE\�$GXOWV�GRQȇW�NQRZ�many people because they are in a new area, so they focus a lot of their time on their budding career. Drinking Snapple provides a way to connect with new people and spark random connections they may not have found elsewhere.

Quantitative research shows that consumers in the 29—38 age group, the Older Millenials, are more likely to purchase RTD iced tea. Furthermore, African Americans, Asian Americans and peoples of mixed ethnicity drink more RTD iced tea than American ΖQGLDQV�DQG�&DXFDVLDQV�

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Older Millennials�*HQHUDWLRQ�<������������

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Baby Boomers(1946-1964)

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InterviewsTo better understand this diverse target audience, we conducted personal interviews. We explored the day-to-day stressors, priorities and social factors at play in the consumers’ lives.

19 year-old Non-heartlandAfrican American

25 year-oldHeartlandSingleAfrican American

Biggest challenges

Favorite part of work Environment Ranked priorities

Balancing work, academics, sleep, and a healthy social life.

Most enjoyable

aspect of lifestyle

Ranked priorities

(most to least important)

Living in a city with nice weather, and good friends.

1. Work 2. Friendships3. Fitness 4. Romantic relationships

43 year-old Non-heartlandSingle ParentAfrican American

Biggest challenges

Downtime and being able to take a breath and gather yourself for a moment or so

Most enjoyable

aspect of work

Ranked priorities

Ζ�OLNH�EHLQJ�DEOH�WR�KHOS�RWKHUV�with the research they are doing

1. Family (health of family) 2. Work 3. Spirituality

1. Health2. Work3. Relationships (romantic and platonic)

ΖȇP�LQ�D�OHDGHUVKLS�UROH�VR�Ζ�KDYH�YDULRXV�GLHUHQW�UROHV�Ζ�VKLIW�LQ�and out of all day

Leading the change

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9HU\�OLWWOH�HQJDJHPHQW�RQ�SRVWV0RVWO\�MXVW�SRVW�UHDO�IDFWV�������JRW�a���FRPPHQWV�������RQO\�a��4XHVWLRQV�FRPPHQWV�DERXW�ȵDYRUV�EULQJLQJ�EDFN�ȵDYRUV

������VXEVFULEHUV�DQG�RQO\���PLOOLRQ�YLHZVNot many videosNo engagement

Team #403 Snapple 9

SOC

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6QDSSOH�IDQV�WHQG�WR�KDYH�D�IDYRULWH�ȵDYRU�WKDW�WKH\�FUDYH�UHDOO\�KDUGFRUH��ΖWȇV�D�ȊQHHG�ȋ3HDFK��$SSOH��DQG�0DQJR�ȵDYRUV�VHHP�WR�EH�WKH�IURQW�UXQQHUV�Snapple fans like the glass bottle. Dressing it up, taking pictures with it, etc.3HRSOH�XVH�WKH�WHUP�Ȋ6QDSSOH�IDFWV�ȋ�WR�UHIHU�WR�DQ\WKLQJ�WKDW�LV�WUXH�RU�WKDW�WKH\��DJUHH�ZLWK��Ȋ5HDO�)DFWVȋ�LV�UDUHO\�XVHG�Snapple fans love their Snapple Facts. They post pictures of the cap or type out their Real Fact to share with followers.

Analysis of Existing Social Media Presence

Under-utilizing crowdsourcingTheir work is being done for them, but they are not interacting with their users6QDSSOH�IDQV�HQMR\�SRVWLQJ�SLFWXUHV�RI�WKHLU�6QDSSOH�ERWWOHV�DQG�IDFWV - People seem to consider Snapple a treat that makes them feel good (even when sick) - People post pictures of Snapple when they’re on-the-go - Post photos of Snapple with takeout food often

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Team #403 Snapple10

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Snapple Twitter connects random users who are both new to a city

Meetup 1: for single moms in a big city

SinJOH�PRPV�ZLOO�HOHFW�WR�MRLQ�WKLV�meetup group and agree on a park as their initial meeting place to bring their children. Upon arrival they will ȴQG�D�VWDQGDUG��VDIH�MXQJOH�J\P�ZLWK�WKH�DGGLWLRQ�RI�ODUJH�VFDOH�6QDSSOH�puzzles that encourage creativity and collaboration between the children. Additionally, the mothers will have Snapple trivia and other conversation VWDUWHUV�WR�IDFLOLWDWH�WKHLU�LQWHUDFWLRQV��)UHH�6QDSSOH�DQG�D�����FUHGLW�IRU�lunch will be given to each family.- Snapple puzzles and games for the children could include:�� *LDQW�WLF�WDF�WRH��ZLWK�ERWWOH��FDS�YLVXDOV�LQVWHDG�RI�;ȇV�DQG�2ȇV�- Pin the Snapple cap on the Snapple bottle- Snapple hop-scotch (instead of squares, they are circles like caps)

Snapple will partner with MeetUp.com, the world’s largest network of local groups, positively bringing people together through shared interests, and sponsor three separate initial meetups for their target audiences. These meetups will cultivate the connections that can be hard for people to make in new cities, or for people whose LQWHUHVWV�DUH�VR�TXLUN\�WKH\�KDYH�WURXEOH�ȴQGLQJ�WKLQJV�LQ�FRPPRQ�ZLWK�WKHLU�SHHUV�

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Team #403 Snapple 11

Meetup 2: For young, non-white females ages 24-35

� <RXng, non-white women in a city wilO�MRLQ�D�JURXS�SODQQLQJ�WR�WRXU�ZLWK�D�3HGDO�3XE��7KHVH�WRXUV�JHQHUDOO\�ODVW�WZR�KRXUV�DQG�DUH�SRSXODU�LQ�PDQ\�FLWLHV�DFURVV�WKH�FRXQWU\��ΖQ�addition to the accouterments of a normal Pedal Pub tour, meet up group participants will be provided with Snapple facts and trivia to facilitate and encourage conversation between members.- Halfway through the tour, the bartender announces that the second hour will be VSRQVRUHG�E\�6QDSSOH���������������LI�WKH�JURXS�FDQ�ZRUN�WRJHWKHU�WR�FRUUHFWO\�DQVZHU�ȴYH�WULYLD�questions. (Could potentially happen again for a bonus third hour if they answer another round of trivia correctly.)�� ΖI�WKH\�GR�QRW�DQVZHU�WKH�WULYLD�TXHVWLRQV�FRUUHFWO\��WKH�SDUWLFLSDQWV�DUH�VWLOO�JLYHQ�FRPSOHPHQWDU\�6QDSSOH�DQG�����WRZDUG�WKHLU�QH[W�PHHW�XS�ZLWK�WKH�JURXS�- The bartender could be specialized for the party and mix up special Snapple drinks

PR STR

ATEGY

Meetup 3: For anyone

- Users of meetup.FRP�ZLOO�HOHFW�WR�MRLQ�D�JURXS�IRU�FOHYHU��TXLUN\��VRFLDO�LQGLYLGXDOV��8SRQ�DUULYDO�WR�WKH�ȴUVW�PHHWXS�ORFDWLRQ�IRU�WKH�JURXS��WKH\�ZLOO�GLVFRYHU�D�FDUQLYDO�WKDW�LQFOXGHV�D�6QDSSOH�WKHPHG�IXQ�KRXVH��*URXS�SDUWLFLSDQWV�ZLOO�KDYH�WR�SDUWQHU�XS�DQG�QDYLJDWH�WKH�fun-house by working together to overcome various sections that may include:- Physical obstacles - Riddles- Snapple trivia- Finding connections (Ex: Did you and your partner attend the same college? Love the same breed of dog? Share a favorite food?)- The duo who exits the fun-house the fastest receives a cash prize and all participants are given a free Snapple.

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Team #403 Snapple12

Snapple will partner with Uber to sponsor Cash Cab-like carpool rides

We will choose ten cities across the country where UberPool is most popular and pick up to ten GULYHUV�ZLWK�WKH�KLJKHVW�UDWHG�DQG�EHVW�UHYLHZHG�GULYHUV�DQG�RXWȴW�WKHLU�FDUV�ZLWK�OLJKWV��FDPHUDV�DQG�VSHDNHUV��:KHQ�ULGHUV�FKRRVH�WKH�OXFN\�8EHU3RRO�ULGH��WKH�OLJKWV�ZLOO�JR�R�DQG�WKH�VLJQDWXUH�6QDSSOH�pop will sound and the game will start. The game will not play for every single rider, but for random ULGHUV�XS�WR���LQVWDQFHV�D�GD\�

The game will be Snapple Fact or Fiction. Screens in the front seat and backseat will display Snapple facts along with made up facts, but each will appear on a cap. The group has to work together to JXHVV�LI�WKH�FDSV�DUH�IDFW�RU�ȴFWLRQ��$IWHU�WKUHH�ZURQJ�JXHVVHV��WKH�JURXS�ZLOO�ORVH�DQG�KDYH�WR�SD\�WKH�IDUH��EXW�ZDON�DZD\�ZLWK�D�6QDSSOH��ΖI�WKH�JURXS�PDNHV�LW�WR�WKHLU�GHVWLQDWLRQV�ZLWKRXW�UHFHLYLQJ�DOO�three strikes, they will get their ride paid for, free Snapple, and a ten dollar Uber credit..

7KH�LQ�FDU�YLGHR�IRRWDJH�FDQ�EH�GHYHORSHG�LQWR�D�<RX7XEH�YLGHR�WKDW�ZLOO�EH�SURPRWHG�RQ�WKH�6QDSSOHȇV�ZHEVLWH�DQG�VRFLDO�PHGLD��&OLSV�FDQ�EH�UHSXUSRVHG�LQWR�*Ζ)V�IRU�7ZLWWHU��HQWLFLQJ�FOLSV�IRU�ΖQVWDJUDP�DQG�PRUH�

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Team #403 Snapple 13

SOC

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ATEGY

One of Snapple’s current weaknesses is its social strategy.�ΖPDJHV�DUH�SRVWHG�DFURVV�all social platforms without any variety to the content. We believe that the content Snapple SRVWV�RQ�VRFLDO�PHGLD�VKRXOG�EH�WDLORUHG�WR�WKH�VSHFLȴF�DXGLHQFH�RQ�HDFK�LQGLYLGXDO�SODWIRUP��and optimized to the individual site. For example, Facebook should favor native videos because Facebook’s algorithms favor this type of content, and videos are more likely to be shared on Facebook than text alone.

Twitter is more conversational, so Snapple should consider replying to tweets about Snapple PRUH�RIWHQ��HYHQ�LI�WKH\�GLG�QRW�WDJ�WKH�RɝFLDO�6QDSSOH�7ZLWWHU�KDQGOH��5HWZHHWLQJ�IROORZHUVȇ�Tweets and replying to feedback will increase the likelihood that users will mention Snapple RU�SRVW�WKHLU�SRVLWLYH�IHHGEDFN�WR�WKH�VRFLDO�PHGLD�ZHEVLWH��ΖQ�IXWXUH�FDPSDLJQV��ZH�DOVR�recommend using hashtags that are less branded and focused more on the feelings or ideas you want to evoke from the consumer.

6QDSSOH�DOVR�KDV�PDQ\�LQDFWLYH�SODWIRUPV�LQFOXGLQJ�3LQWHUHVW�DQG�<RXWXEH��ΖW�LV�QRW�QHFHVVDU\�for Snapple to have a presence on every social platform, but it is better for them to have no presence on a certain platform than to have inactive platforms with content from past FDPSDLJQV��:H�ZLOO�XSGDWH�WKH�<RX7XEH�FRQWHQW�ZLWK�IRRWDJH�IURP�WKH�6QDSSOH�VSRQVRUHG�Uberpool rides and updates from where we currently are in our selected cities to host pop-up shops.

The hashtag for our campaign will be �7KH%HVW6WX2Q(DUWK, and we will encourage people to post photos of who they drink Snapple with for Snapple to share on their channels.

#TheBestStuffOnEarth

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Team #403 Snapple14

Snapple will connect people across the country.

Snapple’s Heartland and Non-Heartland contrast drastically in price and style of living, personality, and the way people communicate. So why shouldn’t connections help bridge that gap?

ΖQ�VHYHUDO�FLWLHV�DFURVV�WKH�8QLWHG�6WDWHV��ODUJH��LQWHUDFWLYH�6QDSSOH�VFUHHQV�ZLOO�EH�SODFHG�LQ�DUHDV�RI�KHDY\�WUDɝF��EXW�ZKHUH�SHRSOH�PD\�KDYH�WLPH�WR�VWRS�DQG�H[SORUH�WKHP��([��EXV�VWRSV��DLUSRUWV��WUDLQ�VWDWLRQV��parks). These screens will showcase multiplayer games and puzzles that will entice and attract groups of people with a little time to kill. They can play for as long as they wish, however, each screen is connected to DQRWKHU�LGHQWLFDO�VFUHHQ�LQ�D�FRPSOHWHO\�GLHUHQW�FLW\��:KHQ�SHRSOH�DUH�DFWLYHO\�SOD\LQJ�RQ�ERWK�HQGV��WKH�JDPHV�ZLOO�DXWRPDWLFDOO\�VZLWFK�R�DQG�SDUWLFLSDQWV�ZLOO�EH�VKRZQ�D�YLVXDO�RI�WKHLU�FRXQWHUSDUWV�DFURVV�WKH�FRXQWU\�LQ�UHDO�WLPH��HHFWLYHO\�FUHDWLQJ�FRQQHFWLRQV�DFURVV�WKH�FRXQWU\�WKURXJK�VPLOHV��ZDYHV�DQG�D�VKDUHG�experience.- When a real-time connection is made, free Snapples could be dispensed or handed out to the participants, so they can share a Snapple with their new friends across the country.�� 9LGHRV�RU�VFUHHQVKRWV�PD\�EH�WDNHQ�RI�WKH�LQWHUDFWLRQV�DQG�VKRZFDVHG�RQ�6QDSSOHȇV�VRFLDO�PHGLD�channels.- The games and puzzles showcased can be used to facilitate connections between those who are playing on the same side of the screen, as they may also be strangers.- Checkers- Trivia- Snapple mad-libs

Video Chat

*UHHWLQJV�IURP San Fransisco!

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Team #403 Snapple 15

SOC

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ATEGY

7KH�WHQW�ZLOO�KDYH�XSEHDW�PXVLF�SOD\LQJ�DQG�EH�IXOO\�OLW�LQVLGH�DQG�HTXLSSHG�ZLWK�FDPHUDV�WR�ȴOP�participants. There will be two openings at the front end where participants enter into a slightly winding pathway that forces them to go through and complete the course--they cannot turn around and leave once the competition starts.

7ZR�SDLUV�RI�VWUDQJHUV�ZRUN�WRJHWKHU�WR�FRPSOHWH�WKH�FRXUVH�ȴUVW��ZLWK�WKH�SUL]H�EHLQJ�����FDVK�DSLHFH�DQG�HQWUDQFH�LQWR�D�FRQWHVW�IRU���������7KH�JDPHV�ZLOO�LQFOXGH�GLJLWDO�DV�ZHOO�DV�KDQGV�RQ�whimsical activities like the following: Tossing a basketball into a hoop carnival game Throwing rings at giant Snapple bottles and making at least three Placing an exercise ball between the pair, held by their backs, and carrying it a certain distance�����0HHW�LQ�WKH�PLGGOH�ZLWK�RWKHU�WHDP�WR�IDFH�R�LQ�0DULR�.DUW��ERWK�WHDP�PHPEHUV�KDYH�WR�ȴQLVK�WR�move on Play a round of the Heads Up! charades app Snapple cap Memory game where partners have to memorize and correctly uncover matching caps, two at a time� � 7KH�ȴUVW�WHDP�WR�H[LW�WKH�WHQW�DQG�FURVV�WKH�ȴQLVK�OLQH�ZLQV��7KH�ȴUVW�SODFH�ZLQQHUV�JHW�their prize and everyone gets a free Snapple of their choice. The pop-up tents will run from 11 a.m.-6 p.m. from May to July, weather permitting. Our PDUNHWLQJ�VWD�ZLOO�UXQ�WKH�HYHQWV�DQG�SRVW�SKRWRV�RI�WKH�DFWLRQ�DQG�ZLQQHUV�WR�VRFLDO�PHGLD�channels. We will benchmark mentions and impressions before the campaign and measure during and after each event to measure awareness.

The following cities were selected for

having a high population of females 24-35

Hoboken, NJ - ������������9DQGDOLD��02���������������5DRXO��*$���������

Pop-up stores in cities Media team selected:

To increase brand awareness in the non-heartland, 6QDSSOH�ZLOO�HUHFW�D���[���SRS�XS�WHQW�LQ����WDUJHW�FLWLHV�DFURVV�WKH�8QLWHV�6WDWHV��

The following cities were selected by the Media Team

for having a high population of Black females ages 24-35.

ChLFDJR��Ζ/��������������3KLODGHOSKLD��3$��������������+RXVWRQ��7;��������������'HWURLW��0Ζ��������������0HPSKLV��71��������� Baltimore, MD - 29,264 Charlotte, NC - 26,669

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Team #403 Snapple16

To increase connections between people, Snapple will create games within magazine ads. These magazines will most likely be viewed in waiting rooms, public transportation, etc.

Print Advertisements

Long waits are enjoyed better together.

CONNECTIONS. THE BEST STUFF ON EARTH.

Long waits are enjoyed better together.

CONNECTIONS. THE BEST STUFF ON EARTH.

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With these advertisements, people will no longer be able to avoid communication by facing forwardin elevators. These ads are meant to break the ice and give riders a laugh.

Interior Elevator Advertisements CR

EATIVE

If a turtle

doesn’t have

a shell, is it

homeless or

naked?

Debate.

You have to eat

72 pineapples

in one hour.

How did you

get yourself in

this situation?

Discuss.

Connections.

7KH�%HVW�6WX�RQ�(DUWK�Connections.

7KH�%HVW�6WX�RQ�(DUWK�

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Team #403 Snapple18

On one side of the subway car, there is a Snapple panel. On the opposite side of the same interior car, there is a parallel ad. Ads must have as much blank space as possible to catch people’s attention and break throughthe other visual noise. Simplistic and minimalistic in design like print ads.

These ads are crucial for web interaction. Each banner ad will include a click-thru to redirect to Snapple.com or a video ad.

Overhead Subway Panel Advertisements

Web Banner Advertisements

Go ahead, break your routine:

Ask this person what kind of fruit they would be.

Get ready:

This person is about to ask you a fruit related question.&RQQHFWLRQV��7KH�%HVW�6WX�RQ�(DUWK�

&RQQHFWLRQV��7KH�%HVW�6WX�RQ�(DUWK�

$GG�ȵDYRU�WR�your weekend.

Go Bananas™Literally.

&RQQHFWLRQV��7KH�%HVW�6WX�RQ�(DUWK�

Let the good times

roll this weekend.

See where Snapple can take you.

Find out more about Snapple’s living legends.

These guys make

funemployment look easy. Snapple Fact Retirement Club

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A vending machine with an interactive display that quizzes consumers on Snapple RealFacts with multiple choice questions. The consumer is given 2 attempts to win twoERWWOHV�RI�6QDSSOH�MXLFH�LFHG�WHD��7KH�LQWHUDFWLYH�SDQHO�GLVSOD\V�D�FRQJUDWXODWRU\message and encourages the winner to share the second snapple bottle ‘on us’.

Interactive Vending Machine

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Congratulations!<RXȇYH�ZRQ�WZR�6QDSSOH® beverages! Share the second and make a connection with someone!

Claim Prize

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Team #403 Snapple20

Pandora takeovers are a perfect way for Snapple to reach out to it’s target audience.Some other Playlists could include but are not limited to: Snapple Lunch Break Playlist,6QDSSOH�2Q�WKH�*R�3OD\OLVW��HWF�

Pandora Takeover

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Let the Good Times Roll

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7KLV�FRPLFDO�VSRW�EHJLQV�ZLWK�D�\RXQJ�ZRPDQ�ZKR�LV�DERXW�WR�HQMR\�D�6QDSSOH��0D\KHP�HQVXHV�ZKHQ�VKH�GURSV�KHU�6QDSSOH�ERWWOH�FDS�ZKLFK�SURPSWO\�HPEDUNV�RQ�DQ�HSLF�MRXUQH\�GRZQ�D�FLW\�VWUHHW��6KH�FKDVHV�after the bottle cap, passing by several people who are making connections with each other in unlikely ZD\V��6KH�ȴQDOO\�PDQDJHV�WR�VWRS�WKH�URJXH�6QDSSOH�ERWWOH�FDS�DQG�PDNHV�D�FRQQHFWLRQ�RI�KHU�RZQ�

Page 22: Snapple NSAC 2016

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Team #403 Snapple22

Message in a Bottle Spot

What's the Best Stuff on Earth?

This video will run on Hulu as in interactive advertisement. The spot starts with a man on the beach writing a note. When the bottle washes back up on shore, the audience will be prompted to choose what connections are the best: Friendship or Romance. 7KH�DXGLHQFHȇV�DQVZHU�ZLOO�VWDUW�GLHUHQW�endings to the video.

Friendship Romance

Page 23: Snapple NSAC 2016

Team #403 Snapple 23

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Based on the viewer’s decision, these will be the alternate endings to the video.

Friendship

Romance

Page 24: Snapple NSAC 2016

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Team #403 Snapple24

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http://bit.ly/1RDzXMD

Scheduling

�����7KH�FDPSDLJQ�ZLOO�EHJLQ�LQ�$SULO������DQG�HQG�LQ�6HSWHPEHU������ Media placements were strategically chosen based on when ready-to-drink tea sales are at their highest, during summer months. Our digital executives were scheduled to allow for the entirely of the country to be reached, especially outside the heartland.

Objective:

�����ΖQ�RUGHU�WR�DFKLHYH�RXU�FDPSDLJQ�JRDOV��PHGLD�ZLOO�IRFXV�on magazines and digital platforms to reach our target audience. We have developed a campaign to generate interest in drinking Snapple for diverse, female millennials aged 18-34. Our strategy will raise awareness of Snapple outside the heartland and will increase consideration within the heartland while increasing sales in both markets. The campaign will utilize a mix of platforms that best target the Snapplemights and the Snapplites.

Media Mix

This campaign will feature out-of-home advertising to target our consumers in places that they frequent, such as PDOOV��EXV�VWDWLRQV�DQG�RɝFH�EXLOGLQJV��ZLWKLQ�RXU�WDUJHWHG�markets. Through our strategically cross-referenced spot markets DQG�05Ζ�UHVHDUFK��ZH�DUH�DEOH�WR�WDUJHW�RXU�DXGLHQFH�RQ�D�national base through print and digital advertising.�����%DVHG�RQ�05Ζ�UHVHDUFK��ZH�IRXQG�RXU�WDUJHW�DXGLHQFH�HQMR\V�PXVLF��OLIHVW\OH�PDJD]LQHV��VRFLDO�PHGLD�DQG�FDUHHU�building sites

Spot Markets

�����8VLQJ�6LPSO\0DS�ZH�ORFDWHG����VSRW�PDUNHWV�WKDW�contained the highest ratio of our target population in comparison to the general population.�����&KLFDJR��Ζ/ Philadelphia, PA�����+RXVWRQ��7;�����'HWURLW��0Ζ Memphis, TN Baltimore, MD Charlotte, NC Hoboken, NJ�����9DQGDOLD��02�����5DRXO��*$

Budget

�����7KH�EXGJHW�ZH�ZRUNHG�ZLWK�ZDV�����PLOOLRQ��:H�FKRVH�WR�VSHQG����PLOOLRQ�IRU�production and creative design while the RWKHU�����PLOOLRQ�ZLOO�EH�VSHQW�RQ�PHGLD�placement.

Page 25: Snapple NSAC 2016

PR:

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