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BEAT BOREDOM  Team 120
Executive summary 3 8 9  Inform Accepting the Challenge Understanding the Brand Defining the Barriers  10 11 12 13 16  Ins...
accepting the challenge The Snapple Challenge The challenge is to grow Snapple usage in Heartland and non-Heartland market...
Snapple sales are growing, up 7.8  from this past year.3 From the pop of the cap to the glass bottle, Snapple is positione...
FINDING the opportunity To find the target audience opportunity within the overall adult 18-49 audience, we researched Sna...
targeting the flavor seekers Meet the target  The Flavor Seekers. We segmented the Flavor Seekers based on region, behavio...
developing the methodology Surveys, qualitative exercises and secondary research were designed to understand   Methodology...
Understanding the brand SNAPPLE OCCUPIES COMMODITY SPACE  NUTRITION AND HEALTH  Based on Y R   s BAV, the largest continuo...
defining the barriers Tagline connects  First time viewpoint  Snapple   s current tagline is highly memorable and is well ...
THE BIG IDEA It   s time to complete the Snapple story by telling America why Snapple is made for everyone. To do that we ...
Starting a movement To achieve our purpose, we need more than just a campaign. We need a movement and every great movement...
launching the movement The movement begins with the  BeatBoredom promotion. Building on Snapple   s Win Nothing campaign, ...
adding new flavorS Snapple is built on flavor innovation and retail activation.45,46,47 After the initial kickoff, new lim...
creating new habits Habit Loop Snap Happies  Heartland users  already have a routine of buying Snapple.48 Our goal is to c...
converting the Snaptinos To learn more about the Hispanic market, we interviewed experts at Lopez Negrete Communications, ...
activating in aisle Customers expect a highly integrated cross-channel brand experience, and that   s what we will deliver...
adding more occasions Activating grocery partnerships, cross promotions and new product uses provides more reasons to purc...
spreading the movement Sponsorships, partnerships, promotions and events will spread the  BeatBoredom movement to key Snap...
expanding the movement The campaign offers an opportunity to leverage earned media through a consistent and integrated pub...
continuing the conversation Flavor Seekers use social media to break away from boredom. Employing a multi-faceted social m...
building digital engagement According to Google Analytics, Snapple   s website underperforms the category in engagement.87...
connecting the dots connecting all consumer touchpoints  connecting all occasions  The integrated plan consists of paid, o...
providing media rationale Broadcast Cable  Online Display   SEM   15 and  30 commercials will be used on a combination of ...
scheduling the calendar 2017 Flowchart CATEGORY SALES INDEX  Jan  FEB  mar  Apr  may  jun  jul  aug  sep  oct  nov  dec  8...
maximizing the resources We carefully allocated the  50 million budget, maximizing Snapple   s resources.  budget recap Th...
measuring the effect PRE-TESTING CONFIRMS CAMPAIGN EFFECTIVENESS  monitoring kpi   s  Both Heartland and non-Heartland con...
finalizing the agreement the profit movement From the beginning, Snapple has been innovative and quirky, a brand that cons...