Executive SummarySnapple faces the critical marketing problem of speaking to two conflicting consumer mindsets, while simultaneously staying true to a cohesive brand identity in the process. Agency 155 takes a consumer-centric approach in all that we do, making us the ideal match for Snapple’s business. Our goal is to bridge the gap between the brand and the consumer by centering our focus on the consumer and strengthening Snapple’s brand personality in all of its messaging. Consumers are no longer happy with simply hearing or reading a brand’s message. It’s the actual experiences they have with a brand that determine its relevance — emotionally, socially, and at the point of purchase. Within this overarching conflict, Snapple faces three key problems in need of innovative solutions. These include a lack of adequate distribution to non-Heartland vendors, a disconnect and disbelief in Snapple’s “All-Natural” claims, and an ineffective approach to experiential marketing tactics. After conducting extensive research, Agency 155 developed the following campaign in order to remedy these key problems.

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Table ofcontentS

Agency 155 1Clients Insights 4Research 5Consumer Insights 7Target Audience 8Goals and Objectives 9Big Idea 10Experiential 12Social Media 15Digital 17Traditional 20Budget 24Timeline 25Final Thoughts 26

Agency 155Who Are We?

Agency 155 is a full service advertising agency that builds collaborative, engaging, and innovative campaigns that are consumer-centric, emotionally charged, and culturally relevant. We focus on delivering results that promote positive brand attitudes and return on clients’ advertising dollars.

Our philosophy is grounded in a human-centered design approach to problem solving with a focus on delivering a message during the micro-moments consumers experience every day. We do this by emphasizing consumers as the core of our clients’ success and in doing so, break new ground in innovative research at each micro-moment of the purchase process.

Consumer-Centric Cycle

Rather than following a fixed linear course, Agency 155 uses an iterative process that places the consumer at the center of each stage of our marketing approach. By focusing on the consumer, we hope to keep their thoughts, habits, and desires at the heart of our efforts and execution. Agency 155 uses each part of the cycle throughout the campaign process. Rather than research and ideate during isolated portions of the campaign, our cycle encourages the constant regeneration of ideas and interaction with the brand. Our process keeps consumers at the core so that we can connect through creative strategies and media placements while achieving a return on investment.

Innovation

Verification

Immersion

EngagementIdeation

Consumer

3

Agency 155 seeks to help clients build

engaging brand experiences

using a human-centered

design process that places

consumers at the center of our

creative work.

FIGURE 1: CONSUMER-CENTRIC CYCLE

Client InsightsWhile Snapple has positioned itself as a leading brand in the ready-to-drink (RTD) tea category in the Northeastern United States, also known as their Heartland, lack of both advertising and distribution in the non-Heartland states continues to contribute to an overall low awareness of the brand among key demographics. The solution to this performance problem is two pronged – Snapple must defend its high brand relevance and purchase frequency in the Heartland, while actively pursuing a new audience in the non-Heartland states by introducing potential consumers to the brand using a strategy with experiential marketing at its core.

STRENGTHS• Strong brand recognition (“Real

Facts” and glass bottle)

• New distribution channels made

available through Dr. Pepper brands

• Variety of products and flavors

WEAKNESSES• Inconsistent distribution and

advertising in the non-Heartland

• Deceptive “All-Natural” claims

• Negative price perception

OPPORTUNITIES• Unique brand personality

• Compete in both tea and fruit drink

markets

• Increase top-of-mind awareness in

the non-Heartland

THREATS• Competitive and saturated market

• Health conscious consumers

• Low brand loyalty in the RTD tea

industry

SWOTArizonaLiptonBriskSnappleGold PeakOther

36%

17%

15%

FIGURE 3: MARKET SHARE

17%

21%

AriZonaCheap cans

Variety of flavors

LiptonVariety of products

32%

SnappleBright personality

Glass bottleReal Facts

30%

Others

cOMPETITIVE LANDSCAPE

FIGURE 2: COMPETITIVE ANALYSIS

10%

7%

14%

4

5

research

Agency 155 has always been about the consumer. By conducting market

and survey research, our team discovered

that geographic and psychographic

differences were more important than age,

gender or race in distinguishing Snapple’s target audience. Because

of this, focus group participants included a representative sample of Heartland and non-Heartland consumers in order to discover

how to close the gap in Snapple’s popularity

around the United States. Taking this

insight even further through interviews

and intercepts, Agency 155 determined that

Snapple’s target audience falls into three

main psychographic categories: Prospects,

Tasters and Snap-Addicts.

FIGURE 4: CONSUMER CURVE

research

Methodology

across 14 states

27INTERCEPTS

in various places: gyms, parks, grocery stores, city centers, gas stations

5FOCUS GROUPS

1,110 SURVEY RESPONDENTS

Within the RTD category, both taste and price are highly similar factors among Snapple’s competitors. The glass bottle and “Real Facts” are what motivate consumers to buy the beverage over other brands. Nearly every consumer in the survey, interviews, intercepts and focus groups recognized these unique assets and identified them with Snapple’s fun brand personality.

Agency 155’s web audit and focus group revealed that Snapple’s distribution outside of the Heartland is so low that many would-be consumers simply can’t find it. Even if they could find it, many focus group and interview participants said they are rarely reminded of Snapple. Considering that 100% of survey respondents knew of the brand and 92% had tasted Snapple, sampling would only be effective for new or limited-time-only flavors.

When prompted with the “Made from the Best Stuff on Earth” tagline, almost every interviewee said they were skeptical of this claim. Snapple’s “All-Natural” labels were thought to be misleading because the beverage is not widely regarded as a health-conscious drink. Consumers expressed that they would prefer Snapple to be transparent and embrace it’s taste.

Snapple already has a presence on social media platforms, which is necessary considering that 89% of survey respondents use social media. However, since Heartland and non-Heartland consumers all see the same social media campaigns, the non-Heartland needs more exposure. As evidenced in the focus groups, Snapple’s target consumers have a high potential to engage with experiential marketing, social and out-of-home advertising - all of which are well suited to Snapple’s brand personality.

19 PHONE INTERVIEWS

6

WHY SNAPPLE?

WHY NOTSNAPPLE?

ALL NATURAL?

WHICHMEDIA?

7

“Snapple does advertising? I don’t think I’ve ever

seen it.” –Male, 35, Texas

“I made a fake Snapple Fact to

ask a girl to prom in high school.”

- Male, 25, Colorado

“Stores rarely have a variety of Snapple

flavors.” - Female, 23, Texas

“When I see Snapple ads on the subway, I get off and the first

thing I want is a Snapple.”

- Female, 24, New York

“The glass bottle makes it more

authentic.” - Female, 19,

California

“Is Snapple a tea?” - Female, 31, Florida

cONSUMER INSIGHTS

8

She is a mother of two in a Dallas suburb who needs a drink packed with flavor that the whole family can enjoy. She is always on the go, often making her purchasing decisions in- store. She would love to buy Snapple but sometimes can’t find her kids’ favorite flavors and wishes it could be delivered to her doorstep. After the kids go to bed, she watches late night TV with her husband and scrolls through her Facebook feed to see what her old friends are up to. Their weekends are spent in search of fun, outdoor activities for the whole family.

Lauren, 41

She is a California native who recently graduated from college and moved back home. She is always driving across the city to see her friends and notices bright billboards on her drive. Sarah is health conscious, but isn’t a health nut and prefers drinks that feel authentic. Snapchat is her favorite way to connect with her friends and she is always looking for eco-friendly projects on Pinterest. She just bought a ticket to an upcoming music festival, where she loves participating in the crazy events even more than listening to the music.

Sarah, 23

He is a born and bred New Yorker. On his daily commute from Queens to Midtown, he is surrounded by Snapple advertisements on the subway and tunes out the tourists with Spotify coming through his headphones. After work, he stops by the nearest bodega to grab a Snapple. Joe is always on the go, so he needs a drink that is a no-brainer choice. He’s proud of his New Yorker identity, enjoying walks through Central Park and admiring the street art in his neighborhood to capture the perfect Instagram.

Joe, 33

Snapple’s key target audience consists of both men and women ages 18 to 49 with a bullseye age of 30. These consumers are upbeat and adaptable - they are satisfied with the simple things and love life’s unexpected surprises. They are conscious of their health but aren’t overzealous about what they eat or drink. These consumers are looking for a drink that is tasty and trendy. Facing a segmented audience, our focus is on targeting both heavy users in the Heartland as well as light users in the non-Heartland. Snapple needs to target consumers in both the Heartland and non-Heartland regions.

PROSPECT tAster Snap-addict

TARGET AUDIENCE

Goals and oBJECTIVES

Bring top-of-mind

brand awareness to those

outside of the Heartland,

while continuing to

increase brand relevance

and purchase frequency

within the Heartland

Utilize the experience

of the brand in

its advertising by

emphasizing its key

attributes from our

research – the glass

bottle, the popping

sound of the top, and

the “Real Facts”

Focus on experiential

marketing to accomplish

the “unexpected fun”

Snapple brand image

Remove “All-Natural”

claims from Snapple

products

1. 2. 3. 4.

9

Snapple defines itself! The brand is already known for its unique, non-corporate, and bright personality. Its “Real Facts” and glass bottle design are the most recognizable assets and most promising opportunities that set the brand apart from competitors. However, since Snapple is not a health-conscious drink, consumers are skeptical of the current “All-Natural” claims and tagline. The campaign should instead highlight Snapple as a treat that brightens consumers’ days. Real people will enjoy a Snapple during fun, leisurely, and joyful events that include some sort of unexpected fun. This creative direction will reflect the brand personality while engaging consumers in experiential marketing.

BIG IDEA

10

BRAND EQUITYGlass Bottle“Real Facts”

Fun Personality

ADVERTISINGDistribution

Rarely RemindedMicromoments

NOT ALL-NATURAL More TransparencyEmbrace the Taste

EXPERIENCEOut-of-Home Advertising

Experiential MarketingSocial Media

Relaxation opportunities with RTD teas

of consumers craved a relaxing RTD tea

of consumers craved an energizing RTD tea

FIGURE 5: MINTEL - TEA AND RTD TEA (JULY 2015)

WE NEED

TOHIGHLIGHT SNAPPLE

AS A TREAT TO BRIGhTEN

PEOPLE’S DAY. wE

WANT PEOPLE TO HAVE

UNEXPECTED FUN WITH sNAPPLE’S

UNIQUE BRAND PERSONALITY.

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UNCAP THE UNEXPECTEDSnapple is not your typical beverage. The “Uncap the Unexpected” campaign sets out to directly integrate the quirky, adventurous side of Snapple’s brand personality into consumers’ lives by creating real life events that are fun, leisurely, and joyful. These events will provide consumers with some sort of unexpected fun. In the midst of this unexpected fun, the theme will always stay true to Snapple’s personality. Snapple has a passion for providing a one of a kind drinking experience, from the unmistakable glass bottle to the satisfying pop of the cap. Similarly, through a visually creative use of traditional media paired with experiential marketing events, Snapple drinkers will be able to embrace the delightful aspects that make the brand so unique.

This approach of raising brand awareness aims to engage consumers with real life events that will brighten their day. Snapple has an identifiable personality that will shine through in these festive and unexpected events. This will allow Snapple to connect with consumers on a more personal level.

Snappy Hour:A term developed by Agency 155 to describe experiential events taking place in key cities. “Snappy Hour” is a play on “Happy Hour” and represents events that give consumers a moment of fun in an unexpected way. From Slip-N-Slides to Pop-Up Picnics, Snappy Hours are one of a kind events that encourage consumers to have a good time while uncapping the unexpected experience they get with Snapple.

sTRATEGY | ExperientialExperiential marketing is the best way to not only engage consumers, but also have them socially interact with Snapple as a brand. Snapple can take part in young adults’ desire to interact by taking part in these cultural and social events across the country, including: • Fun and engaging shareable moments• Combined digital and real-time connections• Emotional bonds between Snapple and consumers

We will measure experiential by return on engagement rather than return on investment. This will be calculated by measuring total participation at each live experience. These experiences will be the best way to turn Snapple “Tasters” into “Snap-Addicts” for life, creating:

• Long-term investment• Stronger brand loyalty• New brand ambassadors• More social media followers

of millenNials would choose to spend money on a desirable experience or event over buying something desirable

78%

of millennials say they’re spending more on events and live experiences than ever before

55%

City Activations

Austin, TX Target “Uncap the Fact” Superstore, Snapple Bike Cart, “Uncap to Win”, Pop Up Picnic, Slip and Slide, Snapple Miniature Golf, Festival Carts, Street Art

New Orleans, LA Target “Uncap the Fact” Superstore, Snapple Bike Cart, Snapple Miniature Golf, Festival Carts, Street Art

Chicago, IL Target “Uncap the Fact” Superstore, Snapple Bike Cart, “Uncap to Win”, Pop Up Picnic, Slip and Slide, Snapple Miniature Golf, Festival Carts, Street Art

Houston, TX Target “Uncap the Fact” Superstore, Snapple Bike Cart

San Francisco, CA Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Slip and Slide, Festival Carts, Street Art

Seattle, WA Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Street Art

Los Angeles, CA Snapple Bike Cart

Kansas City, MO Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Slip and Slide

Phoenix, AZ Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Slip and Slide

New York, NY Snapple Bike Cart, “Uncap to Win”, Snapple Miniature Golf, Festival Carts, Street Art

Atlanta, GA Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Slip and Slide, Street Art

Miami, FL Target “Uncap the Fact” Superstore, Snapple Bike Cart, Pop Up Picnic, Slip and Slide, Street Art

Manchester, TN Snapple Bike Cart, “Uncap to Win”, Snapple Miniature Golf, Festival Carts, Street Art

Indio, CA Snapple Bike Cart, “Uncap to Win”, Festival Carts, Street Art

Milwaukee, WI Snapple Bike Cart, “Uncap to Win”, Festival Carts

Denver, CO Snapple Bike Cart, Slip and Slide, Street Art

Portland, OR Snapple Bike Cart, Slip and Slide, Street Art

12FIGURE 6: MILLENNIAL SPENDING

1013

23

Snapple CartThe Snapple Cart pays homage to the founders original method of selling Snapple by creating genuine human connections. The locations of the Snapple Carts will be announced on social media 24 hours prior to each “Snappy Hour” to get consumers excited about unexpected fun. The cart will be stocked with the most popular Snapple flavors in the area. Locations will be in warmer areas and will be featured during the summer months of 2017. These locations include: L.A., Chicago, New York City, and Austin. The front of the cart will have a screen that features an interactive personality quiz that allows consumers to find their perfect Snapple flavor. The same interactive personality quiz will be used in the in-store displays to create continuity between experiential and in-store marketing. Slip and SlideA branded, giant slip and slide will travel across the non-Heartland during warm, sunny months to engage consumers in enjoying “the unexpected”. Giant inflatable inner tubes will be branded to look like the Snapple bottle for two riders and the Snapple cap for one rider to create a fun, Snapple environment.

Street ArtThe street art will work in connection with a Snappy Hour event. A local street artist will be commissioned to come to the event and paint a mural. Participants will also be given a chance to interact. All street art will embody the “Snapple: Uncap the Unexpected” campaign.

Pop Up Picnics In the spring and summer months, Snapple will have branded picnic events throughout the country. The picnics will include food, lounging areas, yard games, DIY crafts, live music, and plenty of Snapple. Snapple will target up-and-coming cities filled with people who love to interact with new experiences, such as Austin and Seattle. Each picnic will be customized to each city’s culture and history so that each event has a unique look and feel that consumers can connect with while they enjoy a Snapple.

Festival Cart Scavenger HuntA scavenger hunt throughout music festivals will take festival goers throughout the event to find a Snapple flavor themed cart with popsicles matching that flavor.Each popsicle stick will have a Snapple fact and clue to the next cart. The first 10% to get all Snapple popsicles will receive upgraded VIP tickets. The Snapple Cart Scavenger Hunt will occur at the Governor’s Ball, Outsidelands, Buku, Bonnaroo, Austin City Limits, Stagecoach, and Summerfest festivals. These are all festivals that people attend to experience music, food, and culture across the Heartland and non-Heartland.

Festival Miniature GolfA Snapple-themed miniature golf course will take festival-goers on a fruity adventure in between performances. Each hole will be a different Snapple flavor. After completion of the course, each golfer will receive a free Snapple. Festival goers at Austin City Limits, Bonnaroo, Buku, Governor’s Ball, and Summerfest will enjoy the Snapple course.

Snapple Valentine’s Day Date In a BoxAccording to AdWeek, 58% of consumers want exclusive content from brands they follow on social media. With that in mind, Snapple Valentine’s Delivery will be made available via Twitter to people in Austin, Chicago, New York City, and San Francisco. Before February 14th, Snapple will release an exclusive link via Twitter that drives consumers to a unique website. This website will encourage consumers to sign up for a “Date in a Box”- which will be sent through the mail. Each box will contain two Snapples, flowers, popcorn, and chocolate. Also, included in the box will be a card that reads, “Tweet a photo of you, your date, and your Snapple.” This activation will integrate social media with consumer interaction with the brand.

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Agency 155 has developed a tailor-made social media strategy for Snapple with a focus on collaboration, culture, and behavior. With the rise of ad-blocking, Snapple will have to integrate its social media channels into all experiential marketing tactics and utilize key influencers and brand ambassadors in order to break through the clutter and into the lives of consumers. Social media platforms are integral in enhancing every aspect of experiential marketing by not only providing users with more information and messaging, but also by pushing them to further engage with the brand on other media channels. Creating messages that are authentic to Snapple’s voice in the right space and at the right time gives followers the opportunity to not just engage, but become friends with the brand on a personal level. Leveraging key influencers as well as promoting consumer created content by Snapple’s heaviest users gives the brand many humanistic qualities that users search for when considering a product. Sharing content from heavy users and brand advocates will also enhance Snapple’s credibility in the digital space and provide organic, shareable content. Snapple’s master hashtag will be #UncaptheSnap. The hashtag aligns with the brand’s underlying message while also including “Snap” to pick up users looking for Snapple in the search space. #UncaptheSnap is original to Snapple, and because it has not been used before, it has the ability to be measured from beginning to end.

144 million ad

blocker-tool users as of 2014

15% ad blocker

rates in the U.S.

15

sTRATEGY | SOCIAL MEDIA

Snapple Wrap Contest

Many consumers do not believe that Snapple is “All-Natural”, but stripping the packaging of this claim overnight would call too much attention to the shift. In order to change the bottle wrap in a unique and seamless way, Instagram will host a bottle wrap contest among followers to create a new look for the brand’s packaging. Followers will have the opportunity to design what they think the wrap should look like and post their creations using #UncaptheWrap. Variations of the winning design will be distributed across vendors nationwide before Snapple settles on a permanent wrap excluding the “All-Natural” claim.

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Facebook Focus on the Product

Facebook posts focus on Snapple as a product. Posts will range from 1-3

times a week.The second focus for the brand on this channel is

Social Customer Service, or responses to higher-level issues. Using the handle @SnappleTeam, issues like distribution

and customer complaints can be filtered more thoroughly and give

consumers an opportunity to provide feedback.

TwitterReal-Time Collaboration

Twitter enables Snapple to respond and engage with consumers in real-time, as well as push followers to its various other channels.

InstagramThe Snapple Magazine

Instagram is the space where thumb-stopping

lifestyle shots are created and shared. Posts to

Instagram will range from 3-5 times a week, with this lifestyle activation in mind. Lifestyle shots include pictures taken

from Snappy Hour experiences and from

event promotion tactics.

SnapchatThe New Social Video

Snapchat is the fastest growing social media

platform, and over half of all survey research

respondents use Snapchat. The platform plays a crucial role in providing exclusive video content to viewers.

BuzzfeedUtilizing promoted content, Snapple will feature:• Snapple-infused

DIY Cocktail: people creating their own cocktails using different Snapple flavors

• Getting to the Facts: creating and testing some of the Snapple “Real Facts”

• Bottle Wrap Promotions: integrated promotions for the Snapple bottle wrap contest on Instagram

Late Night Talk ShowsStreamline product placement by incorporating Snapple into the Late Night Talk Show hosts’ games, such as:• Season premiere

of Jimmy Kimmel Live: play a game of true or false using outrageous Snapple facts with guests on the show

Reality TV ShowsCapitalizing on Reality TV shows’ growing popularity, Snapple will integrate product placement into shows such as:• Cupcake Wars:

utilizing Snapple products and flavors as the surprise ingredient or inspiration. The winner’s cupcakes will then be featured at a Snapple promotion or event

Morning NewsPartnering with a morning news show such as Good Morning America:• “Uncap Zones”:

these areas will be branded with Snapple Trademark and feature fun, upbeat, and unique news stories

Digital Web Shows/ Exclusive Content Snapple will partner with digital web shows that provide content exclusive to their sites. Partnerships include product placement and product mentions:• Refinery29• AOL

Digital Product Placement

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sTRATEGY | DIGITAL

Digital – Hulu, YouTube & HBO Pre-Roll/CommercialCommercials and interactive ads will be placed on digital video content platforms, specifically HBO, Hulu, and YouTube to attract cord cutters. To keep viewers engaged and stop them from opening up a new tab during a commercial break, Snapple with have three different interactive ads streaming. First, there will be a fill in the blank Snapple Facts quiz – which fact/cap best fits different given statements. Second, there will be a “Create your own Snapple” game, where users will be able to drag and drop fruit onto the bottle to create unique flavors. Lastly, viewers will be able to design their own bottle wrap by dragging and dropping different colors onto pre-made patterns. For sites unable to display interactive ads, the traditional 30 second spot will be used instead.

Digital Radio - SpotifyVideo/ Audio Ads: Snapple will purchase 15 second audio ads on Spotify. These ads will link the listener to the Snapple branded playlist and Snapple’s social media sites. Branded Playlists: Snapple will post branded playlists for different events and seasonal occasions. Playlists will be created to promote upcoming music festivals that Snapple will be a part of.

Banner Ads: Snapple will purchase 30 second display ads for everyday usage during March-September throughout the campaign. These ads will specifically be geared toward our target market in major cities in the non-Heartland region where Snapple’s events will take place.

Homepage Takeovers: Snapple will be purchased on Spotify for the weeks leading up to music festivals that Snapple will take part in and other Snapple events. These page takeovers will occur in targeted music festival cities and in the cities experiencing a slip and slide event.

*Pop, Pop, Pop-Pop*Hey, sorry to unexpectedly interrupt, but we here at Snapple have a treat for you! Cool off with our POP playlist that will make any summer day a lot sweeter. Snapple is also bringing unexpected fun to cities all across America! Make sure to keep up with us on Facebook and Twitter to find out when and where we will unveil exciting events. Who knows what will happen when you Uncap the Unexpected?*Pop, Pop, Pop-Pop*

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FIGURE 7: DIGITAL RADIO SPOT SCRIPT

InfluencersInfluencers will be used to show Snapple as a trendy lifestyle beverage that is perfect for a trip to the beach or a trip to the mall. Snapple will partner with millennial bloggers and social media stars to have branded blog posts and social media takeovers. Influencers will incorporate Snapple into their everyday lives showcasing when they drink Snapple, and how it is incorporated into their everyday activities. Influencers will receive a box of Snapple, which will have a variety of Snapple bottles, recipes, and DIY ideas to help incorporate Snapple into their blog and social media posts.

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Snapple.comSnapple.com overall has a clean and brand-appropriate design, however, it is lacking certain types of content and information. A renovation of the website will better inform and engage consumers. Research found that people have trouble locating Snapple and specific flavors near them, so a “Where to Buy” map will be added under the Products tab, including a search box for consumers to enter their zip code.

To get all consumers involved in Snapple’s experiential marketing activations, live streaming of the festival events, pop-up picnics, and slip and slides will be available on the Promotions page so that everyone can “Uncap the Unexpected.”

Throughout the whole website, phrases such as “All-Natural” and “Best Stuff on Earth” will be taken out to reflect the new campaign theme. A home button will also be added to the bottom of the website page to ease website navigation.

In order for Snapple to be top of mind, we will create an interactive experience for the consumers that will ultimately lead them to the point of purchase. Our goal is to help remind consumers to “Uncap the Unexpected” in various ways throughout their day. By engaging consumers while driving to work with billboards, running their errands at Target, utilizing public transportation, or watching their favorite television show, we will encourage them to find the unexpected experiences in their lives.

In-Store Strategy In-store displays will move the customer through the store by following Snapple Real Facts. By engaging consumers in different areas throughout Target, we can drive them to the Snapple aisle. As part of this campaign, Target will unveil new “Real Facts” every 4-6 weeks. This will directly coincide with large scale experiential events and with the current billboard, TV, and digital spots. The flexibility of this campaign allows it to last the entire 2017 season. This strategy is important because every intercept and interview respondent revealed that they would be convinced to purchase Snapple based on point-of-purchase displays. Snapple can increase sales by 15% by reaching target consumers in-store when they are making impulse decisions.

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sTRATEGY | TRADITIONAL

ENGAGE

ENCOURAGE

CAPTIVATE

As customers enter Target, they will spot a “Real Fact” sticker on the floor that encourages them to “Uncap the Facts.” It will be near thecarts, so that consumers are introduced to Snapple right away.

“Uncap the Facts” would place “Real Facts” displays in different aisles that would direct them to the Snapple aisle. This would prompt consumers from simply engaging with the brand to now encouraging them to find it.

When customers reach the Snapple aisle, they will find a digital board with a personality quiz. The personality quiz suggests flavors that are in stock and creates awareness for new flavors. The personality quiz is the same quiz used by the Snapple Carts.

This campaign will allow people to “Uncap” new facts every 4-6 weeks. This will directly coincide with large scale experiential events and with the current billboard, TV and digital spots. The flexibility of this campaign allows it to last the entire 2017 season.

Target Contract:

We plan to engage with consumers through an exclusive contract with Target. Snapple’s target consumer tends to favor Target above other superstores. Because of Target’s past success and reputable brand collaborations, Agency 155 believes this would increase awareness and market share. To bring consumers to Target, Snapple will create an exclusive flavor only for Target. Target has had success in this area with brands such as TOMS, Lilly Pulitzer, and Phillip Lim. Advertisements will only take advantage of peak months from April to September. Snapple hopes to continue the relationship with Target, because we believe this partnership could be beneficial for years to come.

21

17

Billboard advertising will focus mainly on the non-Heartland. These billboards will not look like traditional billboards. To drive the “Uncap the Unexpected” campaign and to align placement with Snapple’s upbeat personality, each billboard will be three-dimensional and larger in scale.Fewer billboards with higher quality content will be more cost-effective in reaching a more distracted audience. Billboard advertising will focus on up-and-coming cities with a young population: Austin, Birmingham, Denver, Nashville, and Portland. The culture in these cities aligns with Snapple’s brand voice. We will implement 70 unique boards spread across the chosen cities.

Transit advertising will focus on the Heartland as well as cities with a heavy use of public transportation. Bus advertising will run in New York, Chicago, Boston, Los Angeles, Denver, San Francisco, and Miami. Airport advertisements havea high potential for ROI, considering they will reach a highly captive audience waiting in airport terminals. High-traffic airports in cities with Snapple events were chosen: JFK, Chicago O’Hare, Logan International, DFW, LAX, San Francisco International, Denver International, and Miami International. Timing for airport advertising will coincide with events, resulting in heavier placement in the spring and summer months, with a presence during fall. Airport advertising will be excluded from the mix during the holiday months.

billboards

Transit

22

Snapple needs to strategically position itself as a quirky brand on specific digital channels such as HBO and Hulu, along with traditional channels that our target consumers regularly view. For this reason, television is allotted a portion of the budget to cover the cost to run a 30 second spot on strategic networks, with a contingency to spend on creative television strategies and tactics throughout the year. The remaining funds will be spent on live sports events and specialty shows that align with Snapple’s brand personality, such as the US Open, the History Channel, and TBS marathons. Viewers will be able to interact with the brand across multiple devices, with real-time engagement tactics such as prompting conversation on social media feeds throughout the commercial airtime.

Creative Executions are available online!

Experiential Marketing: http://bit.ly/1MpYe6C

Out of Home Advertising: http://bit.ly/1SludUJ

:30 Second TV Spot: http://bit.ly/25ouWf0

23

television

24FIGURE 8: CAMPAIGN BUDGET

mEASUREMENTS

Paid Traditional: Monitor the viewership of each program the commercial is broadcast on and garner the impressions made through its broadcast.

Digital: Measure banner ad/ video ad button clicks on digital platforms (Spotify, Hulu, Youtube, HBO)

Experiential: analyze the total attendance at each event in order to determine impressions made

Shared Monitor for positive, negative, neutral, and mixed brand perceptions in comments posts, tweets, and shares.Monitor the usage of #UncapTheSnapEngagement should be evaluated in terms of an impressions-to-interaction ratioMeasure through Hootsuite and Ubersocial

Owned Compare the amount of total and unique visitors to the landing page and website

budget

Media Timeline Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total Spending

pAID $42,042,250

Banner Ads $500,000

Audio Ads $500,000

Homepage Takeover $500,000

Transit $2,125,000

Billboard $2,125,000

Television :30 $9,228,000

Experiential $15,387,500

Late Night Talk Shows $500,000

Reality TV Shows $500,000

Morning News $1,000,000

Online Streaming $5,250,000

Digital Web Shows $600,000

In-store Promotion $3,686,750

Street Art $75,000

Street Team $65,000

EARNED $2,357,750

Buzzfeed $625,000

Influencers $927,630

Instagram $480,120

Facebook Post $325,000

OWNED $600,000

Snapchat $350,000

Uncap the Love $250,000

PRODUCTION $5,000,000

Contingency $2,500,000

Production Costs $1,250,000

Agency fees / Admin $1,250,000

Total Cost $50,000,000 25

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Snapple Uncaps the Unexpected and offers a one of a kind drinking experience. Now is the time to create real life events that give consumers the opportunity

to directly interact with the Snapple brand. In a world clouded with ample RTD options, encouraging

consumers to #UncaptheSnap helps them find unexpected fun throughout their busy day. We are

confident that this campaign not only meets Snapples expectations but surpasses them altogether. So the

only question that remains is: Will you Uncap the Unexpected with us?

final thoughtsAdWeek. (2015, July 14). 10 Reasons Why Influencer Marketing is the Next Big Thing. SocialTimes. Retrieved March 2, 2016.Bennett, S. (2012, September 5). What Social Consumers Want from Brands. AdWeek. Retrieved February 8, 2016.Bilton, R. (2015, June 1). The Global Rise of Ad Blocking in 4 Charts. Digiday. Retrieved February 12, 2016.Eventbrite. (2014, July 1). Millennials: Fueling the Experience Economy. Eventbrite. Retrieved February 16, 2016.Factory 360 (2015, October 10). The Future of Experiential Marketing. Factory 360. Retrieved February 20, 2016.Furgison, Lisa. (2014, July 12). Online Banner Ads: Out with the Old, in with the Interactive. VerticalResponse. Retrieved February 19, 2016. Holmes, E. (2015, April 7). Coachella is Next in Brand Frenzy for Music Festivals Fans. The Wall Street Journal. Retrieved March 2, 2016.Hoover’s. (2015). Snapple Beverage Corp. Hoover’s, Inc. Retrieved January 20, 2016.Horrigan, J. & Duggan, M. (2015, December 21). One-in-seven Americans are Television “Cord Cutters”. Pew Research Center. Retrieved February 8, 2016.McIntyre, H. (2015, August 9). Sponsoring a Live Music Events Makes Millennials Trust and Recommend Your Brand. Forbes. Retrieved February 13, 2016.Mintel. (2015, November) Juice, Juice Drinks and Smoothies. Mintel Group Ltd. Retrieved January 18, 2016.Mintel. (2015, July). Tea & RTD Tea. Mintel Group Ltd. Retrieved January 18, 2016.MRI University Reporter. (2014). Ready to Drink Iced Tea. Mediamark Research & Intelligence. Retrieved March 1, 2016.Nielsen. (2015, June 20). Nielsen XOAC Inc. Conv. L52Wks Thru 06/20/15. Retrieved January 10, 2016.O’Reilly, Lara. (2015, September 17). There’s Some New Data Out on the Huge Ad Blocking Trend - and it’s a Grim Read for Online Publishers. Business Insider. Retrieved February 18, 2016. Perrin, A. (2015, October 8). Social Media Usage. Pew Research Center. Retrieved February 4, 2016.Phillips, J. (2014, December). RTD Tea Production - OD4297. IBIS Industry Market Research Database. Retrieved January 24, 2016.Snapchat. (2016). Retrieved February 20, 2016.Snapple. (2016). Retrieved January 15, 2016.Spotify. (2016). Digital Audio Ads are More Popular than Ads on AM/FM. Spotify. Retrieved February 17, 2016.Target. (2016). Target Media Network. Retrieved March 3, 2016.

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