Pop Into

Your Snapple
Experience
s

Em
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EMBOLDEN COMMUNICATIONS
Key Problem

Contents

In the Heartland there is high brand awareness, almost half of the annual
volume being from the Heartland, but our intention is to expand brand
awareness and brand loyalty across the nation while continuing to build
strong consumer affinity in the Heartland. The majority of light users reside
outside of the Heartland, so we want consumers to try Snapple in order
to grow volume, while promoting current heavy users in the Heartland to
increase their purchase frequency.

Key Problem 1
Executive Summary 2
Current Campaign Vision
2
Objectives 3
Competition 4
Meet the Millennials
5
Meet Austin

6
SWOT
7
Big Idea
8
Media Rationale 9
Market Areas 10
Media Schedule 11
Creative 13
Evaluation 23
Our Agency 24

Embolden Communications intends to position Snapple as

a fun, youthful drink that you just have to, pop your top off
in order to enjoy. Our advertisements aim to capture our
target which includes not just individuals in the age range of
21 to 38, but also those who have a youthful mindset. The
tag line, Pop Your Top Off will be used across all mediums
to emphasize that Snapple is not just a drink, but its an
experience to enjoy and to enjoy that experience its as easy
as popping off your top. Our campaign will reach our target
market through highly digital based advertisements while
using some of the traditional medias. With this approach we
hope to reach a marketing goal of increasing sales by 5%,
while creating 75% brand awareness and maintaining our,
drink of choice stature in the heartland.
1

Executive Summary

At Dr. Pepper Snapple Group, it is our

vision to be the best beverage business
in the Americas. Our brands have been
synonymous with refreshment, fun, and
flavor for generations, and our sales are
poised to keep growing in the future

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Snapple is a premium tea and juice brand born in New

York City and is the drink of the heartland, but aiming to be
everyones drink of choice. Snapple is currently sold through
its Direct Store Delivery system and Warehouse Direct
delivery system supported by twenty-one manufacturing
centers with more than a hundred and fifteen distribution
centers. Our mission is to emphasize that Snapple is a
premium tea and juice that is fun, quirky with the idea that
you can just have to pop your top off to enjoy a Snapple
drink. Consumers should always choose Snapple as their
drink of choice because with each Snapple consumers are
able to have their own Snapple experience.

Current Campaign Vision

New York appeal: That happens to be where our most
passionate fans are, and we thought what we would like to
do is tap into the passions those fans have and the love they
have for Snapple and have them share that with the rest of the
world. - Marketing Director Brent Chism.
2

Campaign Objectives 1. To increase Beverage Market share by 5%

2. To sell over 20,000 cases
3. Use reminder advertisements to Heartlanders to stay in top
of mind brand awareness

OBJECTIVES

4. Use new social media marketing to become top of mind

awareness to non-heartlanders
5. Create awareness in non-heartland states
6. Increase purchase frequency to 3x per year in light users
7. Minimize current backlash from #lovesnapple
8. Raise awareness to breast cancer-support/donate
9. Hold focus groups to improve product lines

Leading competitor selling 3.5 times more than Snapple

Decreased sales by .2% the past year
99 cent price printed on the can to avoid retailer inflation
Shies away from traditional media
Has an active social media presence
Expanding into coconut water and malt beverage markets

Second to Arizona selling half as much

Increased sales by 13% in the past year
Worlds best-known, and best-selling branded tea
Advertised by Unilever agency
Holds a partnership with PepsiCo.
Uses television ads, used the Muppets in 2014 as a commercial
during the Oscars

Owned by Coca-Cola
Has around 7% of the market share
Launched in 2008
In 2014, spent the most ever on media including a commercial
ran on National TV
Authentic home brewed taste provides feelings you get from the
comfort of home
30% of all dollar growth in the ready-to-drink tea category in 2014

CAN THEY COMPETE?

MEET THE MILLENNIALS

Millennials ages 21-38

Prefer drinks that are healthier than soda
Grew up in online, electronic and socially-network filled world
Generation that received the most marketing attention
Most ethnically diverse generation
Tend to be tolerant of difference
Seen as more optimistic about the future of America
Risk takers who try new things
Enjoy sharing experiences through social media
Active, busy lifestyles attending school and working part time
Reside in big cities across the U.S.
Prefers a grab-and-go drink that comes in many flavors

MEET AUSTIN

Austin King is a 22-year-old business student at

the University

of California, Los Angeles.

He lives a very active, busy lifestyle working part
time at the University bookstore while going to school
full-time and tries to stay involved on campus by
going to events hosted by the student organizations
he remains active in. He tries to live a healthy

lifestyle by exercising at least three times a week

and choosing beverages made from all-natural
ingredients. In his spare time, he enjoys following
and interacting with his favorite brands on social

media and hanging out with his friends.

SWOT
Strengths

Weaknesses

Strong market position

built on strong brand
portfolio

Growing low-calorie
and diet flavored soft
drinks market

Strong focus on
research and
development

Expansion through
acquisitions and
partnerships

Wide geographic
manufacturing and
distribution coverage

Opportunities

Excessive dependence
on few market players

Threats

Intense competition

Fourth largest brand in

tea and juice category

Proposed tax on the

consumption of sugared
soft drinks

Non-Heartland user
percentage is low

Increasing labor wages

in the U.S.

Focus on sustainability
initiatives
7

BIG IDEA
Snapple is not just a drink, its an
experience to enjoy. With Snapple
youre able to quench your thirst with
the choice of an abundance of flavors,
each providing its own experience
whether youre on the go or having a
relaxing lunch in the park. Enjoying that
experience is as easy as popping off
your top. So, Pop Your Top Off. Anytime.
Anywhere.

Pop Your
Top Off

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MEDIA RATIONALE
63% on digital
Media

25% on traditional
7% on sponsorship

1 year campaign with a 50

5% contingency
Our media plan targets our target market through the media
platforms we consider they use the most. We have balanced our
media platforms to reach the market in digtial, traditional, and
through a sponsorship. Our media plan will focus on the high
traffic moments for each respective platform throughout our year
campaign. Each media platform will generate the neccessary
reach and frequency to raise awareness of the Snapple brand
outside of the heartland, and remain in top of mind mindset
within the Heartland.

million dollar budget

Highly digital campaign consisting of:

Paid Media Cable/Digital

Internet Advertising
Mobile Advertising
Transit
Outdoor
Online Radio
Social Media
In-store Promotions
Owned Media
Sponsorship

We will use markets that

consist of highly populated
major metropoltain areas. We chose
our top markets with the following
considerations:

1.New York, NY
2. Los Angeles, CA
3. Chicago, IL
4. Philadelphia, PA
5. San Francsico, CA
6. Dallas, TX
7. Boston, MA
8. Atlanta, GA
9. Houston, TX
10. Tampa, FL

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10

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11. Phoenix, AZ
12. Detroit, MI
13. Grand Rapids, MI
14. Kalamazoo, MI
15. Seattle, WA
16. Minneapolis, MN
17. Miami, FL
18. Ft. Lauderdale, FL
19. Denver, CO
20. Cleveland, OH
21. Akron, OH
22. Orlando, FL
23. Daytona Beach, FL
24. St. Louis, MO
25. Pittsburgh, PA
26. Portland, OR
27. Indianapolis, IN
28. San Deigo, CA
29. Nashville, TN
30. Columbus, OH
31. Milwaukee, WI
32. Cincinnati, OH
33. Austin, TX
34. Las Vegas, NV
35. Dayton, OH
36. Richmond, VA
37. Louisville, KY
38. San Antonio, TX
39. Birmingham, AL
40. Salt Lake City, UT
41. Colorado Springs, CO
42. Virgina Beach, VA
43. Buffalo, NY

MARKET AREAS

Top public transportation markets

Cities with a high BDI for tea and
juice drinks
Outside of the Heartland
Popualtion

Map of United States markerts for each location

MEDIA TIMELINE JAN | FEB | MARCH | APRIL | MAY | JUNE | JULY | AUG | SEPT | OCT | NOV | DEC

MEDIA SCHEDULE

DITIGAL

Streaming Services
Youtube
Hulu
Amazon Prime
Crackle
Fox Now
ABC Now
FXX Now
The CW
NBC Now
Streaming Radio
Pandora
Spotify
Soundcloud
IHeartRadio
Internet Banner Ads
Youtube
Hulu
Amazon Prime
Crackle
Pandora
Spotify
Yahoo
Yahoo Sports
ESPN
Sports Illustrated
Fox Sports
Reddit
Ebay
Yelp
Perezhilton
CNN
MTV
Buzzfeed
Elite Daily

11

DEC | NOV | OCT | SEPT | AUG | JULY | JUNE | MAY | APRIL | MARCH | FEB | JAN

MEDIA TIMELINE
CONTINUED

Mobile Advertising
Pandora
Spotify
Soundcloud
IHeartRadio
Candy Crush
Words with Friends
Travia Crack
Social Media
Facebook
Twitter
Instagram
Pineterest
Google Plus
Vine
Owned Media
Facebook
Twitter
Instagram
Vine

TRADITIONAL

Transit
Posted DMA cities
Outdoor
Posted DMA city
billboards

SPONSORSHIP
Bottle Top Donation

CONTIGENCY

12

CREATIVE
ia

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Soc

Snapple

To reach the target market through their

social channels, we will highlight thirty-second
spots (pre-recorded ads for paid media cable/
digital), create pins for Pinterest (outfits
to wear while drinking Snapple), ads on
Facebook, promoted tweets on Twitter, and
promoted images on Instragram.

She showed me hers so I showed her mine and

popped the question. Use #PopYourTopOff and
show her the real facts.

13

We will have banner

ads on YouTube, Hulu,
Pandora, Yahoo, Ebay,
Yelp, Perezhilton,
and CNN to name a
few. The ads will be
animated and change
upon hover.

Inter net

14

We will produce multiple thirty second

spots using elaboration and creativity to
air on YouTube, Hulu, and other network
streaming services to reach users watching
related video and programming online or via
mobile application.

WIDE SHOT OF GUY CHECKING

OUT GIRL IN BUSY CITY

CUT TO MEDIUM SHOT OF GIRL

LOOKING DISGUSTED

SFX: MUSIC UNDER

SFX: MUSIC UNDER
WIDE SHOT
OF HONKING,
GUY AND GIRL
ZOOM IN
CARS
TIRES SCREECHKISSING IN BEDROOM
GIRL: Excuse me?!
ING, HIGH HEELS CLACKING GUY WHISPERS
IN GIRLS EAR:
SFX: SOFT MUSIC PLAYING
Pop your top off
GUY: Hey, pop your top off!
SFX: MUSIC UNDER

al

igit
D
/
e
l
ab

CUT BACK TO MEDIUM SHOT OF

GUY HOLDING SNAPPLE DRINK
SFX: MUSIC UNDER
CUT TO MEDIUM SHOT OF GIRL
STANDS AND TAKES OFF HER
GUY: Ill show you mine, if you show
SHIRT
me yours.
SFX: MUSIC DRAMATICALLY
STOPS

TO MEDIUM
CUT
TO CLOSE
UP OF
THE GIRL
PANS CUT
TO GUY
SMILINGSHOT OF GIRL GUY
HOLDS
OUT HIS
SNAPPLE
PANS TO CUT
GIRLTO WIDE SHOT OF GUY
HOLDINGANd
HER
SNAPPLE
LOOKING CAP
POINTING
AT HER SNAPPLE DRINK
AND GUY SHOWING EACHOTHER
AWKWARDLY
SHAKING
HIS
GUY HANDS
GIRL SNAPPLE
THEIR SNAPPLE FACTS
GIRL HOLDS UP SNAPPLE WITH
HEADEXCITED
YES
CONFUSED
LOOK
SFX:
MUSIC UNDER
GUY POPS TOP OFF HIS
GUY: Get the real facts
SFX: MUSIC UNDER
SFX: MUSIC UNDER
SNAPPLE
GIRL: You want me to pop this top
SFX: MUSIC IN BACKTROUND
off?
GIRL: Ooooooh,
SFX: UPBEAT
MUSIC okay!

CUT TO MEDIUM SHOT OF GIRL

LOOKING CONFUSED
SFX: MUSIC UNDER
PAN TO GUY LOOKING AT GIRL
CONFUSED

GUY: Uhhh.... Thats not what I

meant

CUT
CUTTO
TOCLOSE
CLOSEUP
UPOF
OFSNAPPLE
SNAPPLE
BOTTLE
WITH
THE
WORDS
POP
BOTTLE
YOUR TOP OFF COMING OUT OF
THE TOP
GUY: Popping off your top has
never been easier
SFX: SNAPPLE TOP POPPING OFF

15

SFX: SNAPPLE TOPS POPPING

OFFMUSIC IN BACKGROUND

WIDE SHOT OF GUY CHECKING

OUT GIRL IN BUSY CITY

CUT TO MEDIUM SHOT OF GIRL

LOOKING DISGUSTED

CUT BACK TO MEDIUM SHOT OF

GUY HOLDING SNAPPLE DRINK

CUT TO MEDIUM SHOT OF GIRL

LOOKING CONFUSED

SFX: MUSIC UNDER

CARS HONKING, TIRES SCREECHING, HIGH HEELS CLACKING

SFX: MUSIC UNDER

SFX: MUSIC UNDER

SFX: MUSIC UNDER

GIRL: Excuse me?!

GUY: Ill show you mine, if you show

me yours.

CUT TO MEDIUM SHOT OF GIRL

HOLDING HER SNAPPLE LOOKING
EXCITED

CUT TO CLOSE UP OF THE GIRL

AND GUY SHOWING EACHOTHER
THEIR SNAPPLE FACTS

SFX: MUSIC UNDER

SFX: MUSIC UNDER

GUY: Hey, pop your top off!

CUT TO WIDE SHOT OF GUY

POINTING AT HER SNAPPLE DRINK
SFX: MUSIC UNDER

GIRL: Ooooooh, okay!

16

CUT TO CLOSE UP OF SNAPPLE

BOTTLE WITH THE WORDS POP
YOUR TOP OFF COMING OUT OF
THE TOP
SFX: SNAPPLE TOP POPPING OFF

Billboards on all of the

major highways within major
metropolitan areas.

r
o
o
d
Out

17

Transit

18

Taxi toppers and bus stop

advertisements within major
metropolitan areas including
Los Angeles, Chicago, and
New York.

Onli

ne R
adio

As the target market is constantly

connected to their music, we
will run fifteen second online
and mobile application radio
advertisements on Pandora,
IHeartRadio, Spotify, and
Soundcloud.

19

ip

Sponsorsh

20

Breast Cancer Foundation and

pink tops that are popped Snapple
donates 10 cents, monitored by
sales of that packaging.

During the three months of our

sponsorship we will be replacing our
standard advertisements for outdoor
billboards, transit, and internet
banner ads. This will increase our
reach as we partner with National
Breast Cancer Foundation.

Sponsorship

21

We will highlight our thirty second

spots, fifteen second spots,
post pictures, hold contests on
Facebook, and highlight hashtags
on Twitter and Instragram.

22

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EVALUATION
One Year Later...
Beverage market share will increase by 5%
Sold over 20,000 cases
Snapple will remain or enter top of mind awareness
Purchase frequency will have increased to 3x per
year in light users
Backlash will have been minimized or eliminated
from #lovesnapple
Focus groups will have caused improvement in
product lines

By progressively moving focus from outside of the

Heartland we can move Snapple into the evoked set
of consumers across the United States. With a highly
digital campaign, and by taking a creative risk, we can
effectively target the Millinneal consumers and have
everyone across the nation popping off their tops.
23

Sources

MEET THE AGENCY

http://0-advantage.marketline.com.libcat.ferris.edu/Product?pid=C8D5F1141FD8-4294-96A1-2F1578F87328&view=SWOTAnalysis
https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple

DUSTI

Gianatasio, David. Updated: Diet Dr Pepper Shifts to Deutsch. ADWEEK Online 23 Dec. 2008.General OneFile. Web. 21 Sept. 2015.
http://adage.com/article/agency-news/y-r-loses-40-year-hold-dr-pepper/126219/
http://adage.com/article/agency-news/dr-pepper-snapple-moves-advertising-duties-mcgarrybowen/142264/
http://www.bevindustry.com/articles/86522-snapple-contest-enables-fans-towin-nothing

LESLEIGH

http://www.philadelphiaeagles.com/fanzone/contests/contest-rules/snapple-real-fact-sweepstakes.html
http://snappletriteam.com

AMANDA

http://adindustry.answers.com/campaigns/memorable-snapple-advertising-campaigns
http://usatoday30.usatoday.com/money/advertising/2004-12-21-snapple_x.htm
http://turtletransit.com/#mg_ld_3022
http://snapple.tumblr.com
http://snapple.com

AMBER

Snapple Facebook/Twitter
http://www.fundinguniverse.com/company-histories/snapple-beverage-corporation-history/
https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple

24

ERIKA

http://www.consumeraffairs.com/entertainment/snapple.html
2015-2016 NSAC Snapple Case Study