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BEAT BOREDOM Team 120
BEAT BOREDOM  Team 120
Executive summary 3 8 9 Inform Accepting the Challenge Understanding the Brand Defining the Barriers 10 11 12 13 16 Inspire The Big Idea Starting a Movement Launching the Movement Adding New Flavors Activating In Aisle 21 25 26 Integrate Building Digital Engagement Maximizing the Resources Measuring the Effect Imagine a time when you could only drink the same flavor of juice tea or cola That was life before Snapple Snapple broke this monotony by taking risks with exclusive blended flavors and all natural ingredients in a unique glass bottle that contained fun facts under the cap In fact Snapple helped to pioneer a new beverage category With its success came many imitators Now there is a constant stream of new flavors and healthy options competing with Snapple for attention When we reviewed the brief to grow Snapple volume from its New York City roots to the rest of the U S we believed that the solution required more than just another campaign We must find a deeper meaning something that gave the brand purpose and we set out on a quest to capture that moment when someone first experiences a Snapple We had to find people who had been deprived of the brand We found them in New York New York Texas that is When those Texan New Yorkers held the glass bottle tasted the peach tea and checked out the fun fact under the cap they exclaimed how Snapple makes even tiny New York Texas less boring That s when we knew we had it Snapple makes the world engaging delightful and free of boredom Snapple s purpose is to help rid the world of boredom To bring this idea to life requires more than just a campaign it needs a movement Every movement begins with a rallying cry Ours is Beat Boredom Beat Boredom captures the essence of why people love Snapple Snapple adds unexpected flavor to everyday moments breaking the cycle of boredom It s fun It s quirky It s Snapple Here is our plan to start the movement 2 INFORM 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 markets To succeed we developed an integrated holistic marketing campaign that bridges Snapple s two marketing regions awareness MORE REASONS 17 CONVERSION 55 CONVERSION consideration HEARTLAND ONE MORE TIME The Heartland challenge is to increase Snapple purchase frequency from 9x to 10x per year To do this we need to increase the conversion rate from consideration to trial and repeat purchase by giving one more reason to buy Snapple 1 MORE OCCASIONS 54 CONVERSION 32 CONVERSION trial NON HEARTLAND repeat purchase The non Heartland challenge is to increase purchase from 1x to 3x per year To do this we need to increase the conversion rate from awareness to consideration which will help drive trial and repeat purchase by giving more reasons to buy Snapple 2 TWO MORE TIMES Loyalty TEAM 120 INFORM 3
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 positioned as a premium drink with a unique personality 4 Category The ready to drink RTD tea category is growing at a remarkable rate It has experienced a 5 8 sales growth from 2014 to 2015 and has a projected 19 7 growth by 2020 7 4 INFORM TEAM 120 Competition Arizona Pepsi and Coca Cola are capitalizing on ready to drink RTD growth by introducing drinks appealing to flavor and health 5 6 Communication Snapple is squeezed between brands that position themselves with flavor appeal and brands that position themselves as a healthy option 8 9 10 STRENGTHS EXTENSIVE DISTRIBUTION NETWORK11 STRONG HEARTLAND FAN BASE WIDE VARIETY OF FLAVORS RECOGNIZABLE PACKAGING12 WEAKNESSES company S W o t HIGH BRAND AWARENESS LOW LOYALTY IN NON HEARTLAND OPPORTUNITIES To better understand the challenge we performed a category analysis and reviewed more than 300 articles and industry sources GROWING CATEGORY15 THREATS Analyzing the landscape WEAK SOCIAL MEDIA PRESENCE LACKS MARKETING DIFFERENTIATION NEGATIVE PERCEPTION ABOUT PRICE13 HIGH SUGAR CONTENT14 DECREASE IN SOFT DRINK CONSUMPTION16 17 GROWING HISPANIC MARKET18 19 20 21 HIGH COMPETITION LEADS TO LOW BRAND LOYALTY22 FDA S PROPOSED SUGAR TAX23 SHRINKING SKU S IN FAVOR OF PRIVATE LABEL BRANDS24 25
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 Snapple users and niche markets MILLENnIAL opportunity Millennials age 18 34 are the leading consumers of Snapple and the RTD tea category 26 27 Millennials are the largest generation at 75 4 million 28 Snapple user index Category Leader INDEX 18 24 156 194 25 34 123 117 35 44 118 108 45 54 87 90 HISPANIC market Within the multicultural market Hispanics provide a significant opportunity Research revealed this niche market has a high usage index for RTD teas and Snapple 31 Snapple Usage INDEX 141 124 HISPANIC 18 34 141 Category USAGE INdex 124 cross usage within the category Snapple shares its drinkers with the top RTD brands such as Arizona Lipton and Honest Tea This cross usage offers Snapple the opportunity to steal market share 32 33 MULTICULTURAL market Multicultural Millennials are drawn to the RTD tea category 129 index and Snapple 134 index 29 They represent the fastest growing segment of the population 30 PROJECTED POPULATION GROWTH 2015 2055 Hispanic 167 asian 142 african american 56 Shared consumers with Arizona Shared consumers with Lipton Shared consumers with HONEST TEA 64 4 45 2 40 9 finding the opportunity The opportunity is to capture RTD tea drinkers and convert competing brand users to Snapple loyalists Within the overall target of adults 18 49 audience we recommend emphasis on multicultural Millennials age 18 34 Hispanics offer a special opportunity TEAM 120 INFORM 5
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 behavior and ethnicity Snap Happies Snap Dabblers Snaptinos Snap Happies live a fast paced life They hop on the L train and hit the ground running Their daily routine is like clockwork when lunch hits they head to their favorite deli and grab a Snapple Snap Dabblers are adventurous and enjoy trying new things They enjoy flavored drinks including Snapple They are not loyal to any particular brand Hispanic families enjoy sweet tastes and a wide mix of flavors and brands including Snapple Mom is the key as she looks to provide her family with the most natural food and drink without sacrificing flavor Heartland Non Heartland what they share Flavor Seekers share the need to celebrate the little things in life and break away from the daily routine 6 INFORM TEAM 120 Hispanic
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 Matrix 88 981 372 MAN ON THE STREET INTERVIEWS SOCIAL MEDIA INTERACTIONS WORD ASSOCIATIONS 56 3013 91 PROJECTIVE TECHNIQUES BRAND SORT EXPERIMENTS FOCUS GROUPS 102 53 70 47 Includes visual storytelling sentence completion and mind map questionnaire de pe rim ra tio ent s Indu y str Ex H n pe hts ie w s erv sig Ex In t SECONDARY RESEARCH rt CONSUMER REVIEWS an isp i c TASTE TEST EXPERIMENTS In Foc us Gr 65 National rtd habits survey Taste Test Experiments Social Media Interactions Secondary Research Articles Man on the street interviews Store Investigations Word Association Consumer Reviews t 8 or dS 731 Bran STORE INVESTIGATIONS si on dC EXPERT INTERVIEWS Bran NATIONAL RTD HABITS SURVEY jec tiv e ps ou n tio ep rc Research Methods Bra nd Pe Pro ing tis ues niq ch Te Ad ve r 1 Snapple s brand perception and consideration 2 Snapple s brand differentiation opportunities 3 Snapple s current advertising campaign 4 Unique Hispanic market insights 5607 TOTAL RESEARCH IMPRESSIONS 36 TEAM 120 INFORM 7
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 continuous brand equity tracking study Snapple is in a highly competitive mass market 34 It lacks differentiation Consumers are looking for products labeled as all natural 36 Y R BAV BRAND STRENGTH 100 DIFFERENTIATED MASS MARKET 50 No Artificial Growth Hormones 50 SNAPPLE Arizona HONEST TEA lipton 0 NEW OR UNFOCUSED FATIGUE We interviewed a nutritionist to see how being all natural can differentiate Snapple from the competition All natural is a nebulous term that has not been defined by the FDA Dr Kirstin Vollrath Consumers rate Snapple high on taste yet it is perceived as expensive 35 INex p 31 INFORM TEAM 120 Inex as T T 8 69 te 50 siv e BRAND personality Snapple has a weak association with its self proclaimed personality traits such as surprising quirky and witty It is seen as classic old fashioned and humble 37 p SNAPPLE ARIZONA Honest Tea LIPTON HUMBLE 45 siv e te 41 en T as only to find that it s anything but a unique selling point 58 te Director Of Nutrition Baylor College Of Medicine p siv e en as p en siv e INEx T Inex en 21 42 te 49 Pesticide Free 59 Natural 100 50 BRAND STATURE TASTE VS PRICE as 48 No Artificial Ingredients 49 organic FUN VARIETY SWEET OF FLAVORS ALL NATURAL QUALITY QUIRKY CLASSIC TASTES DELICIOUS OLD FASHIONED
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 associated with the brand 38 The following percentages reflects tagline recall New York Texas40 Population 20 We wanted to find people who had never tried Snapple before So we took our team all the way out to New York Texas that is SNAPPLE 57 Made from the Best Stuff on Earth ARIZONA 21 Quenching Your Thirst Since 1992 HONEST TEA 19 RefreshinglyHonest LIPTON 3 BeMoreTea Even makes New York Texas sound good ADVERTISING DISCONNECTs Snapple s Born in New York Made for Everyone campaign resonates well with Heartland consumers while there is a disconnect among non Heartland consumers 39 Heartland Non Heartland My favorite things about this bottle are the cute little designs and the pop when you open it It beats Coke for sure Their responses were clear Snapple is more than just another flavored drink it has the ability to capture a higher emotional ground BARRIERS Compiling our research we identified three barriers New York has some great things Does not identify with my southern roots I love it because I m from New York live in New Jersey now and love Snapple It s too specific to New York What does tea have to do with New York Lacks Differentiation Dated Perception Disconnected Advertising Snapple is in a mass market commodity position and lacks differentiation Snapple is perceived as a classic dated brand 41 Snapple s current campaign is polarizing with nonHeartland markets negatively responding 42 43 People associate New York as being one of the greatest places TEAM 120 INFORM 9
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 connected the brand truth with the consumer truth insight to create an idea that gives Snapple purpose Brand Truth Snapple is a blend of tea and juice bottled in glass with fun facts and natural flavor It s anything but ordinary The brand is quirky eccentric and unable to envision a life without flavor Consumer Truth Flavor Seekers share the need to celebrate the little things in life and break from the everyday SNAPPLE ADDS UNEXPECTED FLAVOR TO EVERYDAY MOMENTS Brand Purpose By adding unexpected flavor to everyday moments we make the world engaging delightful and boredom free Why It Works Quirky with Purpose Providing the brand with purpose positions Snapple emotionally far beyond the competition s flavor and health claims 10 INSPIRE TEAM 120
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 needs a rallying cry Ours is Beat Boredom Meet the Leader Mundae BLANDE S Snapple Manifesto We needed someone to lead the cause Who better to express the need to beat boredom than someone who previously was a bore oholic After overcoming her addiction to boring moments she has devoted her life to creating a worldwide movement to BEAT BOREDOM with the ultimate cure Snapple My name is Mundae Blande and I am a recovering bore o holic Boredom begins innocently enough while sitting in traffic or waiting for clothes to dry Before long I found myself watching paint dry and going to the DMV just to wait in line I kept slipping into a deeper state of boredom I tried drinking milk juice tea and even cola none of them seemed to work Then one day a bottle of Snapple caught my eye First I tried Snapple Apple then Snapple s other natural flavors including Peach Tea and Mango Madness The pop of the cap and fun facts kept adding flavor to my life Snapple became my cure to boredom it can become yours too Join the movement We are out to spread the word that boredom doesn t need to take over your life Together Let s BEAT BOREDOM TEAM 120 INSPIRE 11
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 where consumers won nothing the BeatBoredom promotion features quirky boring prizes that are not always what they seem 44 How it works Kick off 30 commercial Frame 1 Shows the scene in black and white Audio 1 Music playing Once consumers pop the cap they will find a boring prize underneath To find out what they actually won they can log on to Snapple s website or mobile app Here are a few of the prizes Frame 2 Mundae passing out Snapple bottles Audio 2 Welcome to Bore o Holics Anonymous I m Mundae Blande and I m You WON a seat in morning traffic IN YOUR BRAND NEW CAR You WON boredom IN NEW YORK CITY WITH MONEY Frame 3 Bores 1 and 2 open their Snapple bottles Audio 3 Bore 1 Woah I won a trip to the DMV Bore 2 I get to wait for the train Frame 4 Mundae explaining to them what they actually win Audio 4 No no no Snapple is helping you Beat Boredom by giving away thousands of awesome prizes Just go on your phone or to the website to see if you ve won You WON a seat to watch movie credits You WON a spot in the grocery waiting line AND MOVIE TICKETS FOR FREE SNAPPLE you won boredom KF67B4 D 12 INSPIRE TEAM 120 Frame 6 Outro Frame Audio 6 Made from the Best Stuff on Earth O N W M FI Frame 5 Shows the bores inputting the codes on their phones and computers Bore 3 also opens up his cap Audio 5 Oh yeah I get to watch paint dry You WON the chance to see paint dry HA TY OU SN REALL Y WON AT AP E PL C
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 limited time flavors for Summer and Fall will be introduced Melonade and Honey Cranberry Fall Honey Cranberry 15 Commercial HONEY CRANBERRY MELONADE BEAT SUMMER STRESS BEAT FALL BOREDOM Frame 1 Bore raking leaves in pile Audio 1 Music playing sound of raking leaves Frame 2 Mundae appears in a bag of leaves Audio 2 You don t have to be bored Snapple s new series has flavors that will help you Beat Boredom anytime Like Snapple s new Honey Cranberry Frame 3 Mundae gives bottle to Bore from the leaves and he drinks it Audio 3 Music playing Frame 4 Outro plays Audio 4 Made from the Best Stuff on Earth Campaign Elements Multicultural Spokesperson Flexible Units Visual Cues Audio Branding Logos Tagline Tone Of Voice Mundae is racially ambiguous reflecting the multicultural market She wears the Snapple colors on her shirt and headband The campaign is designed to work on any visual platform from 7 second digital video to 30 second television commercials The advertisements transition from black and white to color when Snapple is introduced symbolizing the change from boredom to unexpected flavor Every commercial features the distinctive POP sound that is synonymous with opening a Snapple Commercials contain BeatBoredom and the Snapple logo Snapple s tagline remains Made from the Best Stuff on Earth reinforcing that Snapple is the cure to beat boredom The campaign s tone of voice is upbeat and quirky true to the Snapple brand TEAM 120 INSPIRE 13
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 create a new habit by adding one more Snapple to the routine We have created a new habit loop where boredom is the cue and Snapple is the cure 49 Out of home Outdoor will be targeted to boring times locations and activities habit snapple Cue BOREDOM reward unexpected flavor boredom cues Reaching Flavor Seekers during their most boring moments including locations and activities stimulates a new Snapple habit 50 Here is an example 14 INSPIRE TEAM 120 Times Square Guerrilla Snapple will take over Times Square during the busiest yet most boring time of the day 51
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 the largest Hispanic advertising and public relations agency in the U S which has experience promoting the Dr Pepper Snapple Group Jamaica Flavor 30 Commercial HISPANIC mom insight Grocery store purchases begin and end with Mom 51 52 Hispanic moms associate tea with being hot while natural is associated with fruit flavored drinks 53 Based on this insight we adjusted our message to emphasize that natural doesn t have to be boring and Snapple is more than hot tea Why Mom Never ever forget that when you are in Hispanic marketing what you are doing is paying tribute to a matriarchal culture Marisol Cruz Frame 1 Mom walks to the car extras walking in the background Audio 1 Music playing Frame 2 Mom places the groceries in her trunk Startled to see Mundae Audio 2 Aye dios mio Qu estas haciendo en mi carro Oh my What are you doing in my car Frame 3 Mundae into frame Audio 3 Lo natural no tiene que ser aburrido Toma Snapple Natural doesn t have to be boring Drink Snapple Frame 4 Mundae introduces the new Snapple flavor Frame comes into color Audio 4 Prueba el nuevo t de Jamaica de Snapple Try the new Jamaica Tea from Snapple Frame 5 Mom drinks new Snapple flavor Audio 5 Music playing Frame 6 Outro plays Audio 6 Snapple hecho de las mejores ingredientes en el mundo Made from the Best Stuff on Earth Executive Director of Strategic Planning Lopez Negrete Communications Trans Creation Making our copy culturally relevant requires translation and trans creation Moving seamlessly from English to Spanish 52 of Hispanics are bicultural That s why the commercial features a Hispanic mom in a neutral situation that can apply to any culture 54 55 Acculturation 30 Bicultural 52 Unacculturated 18 flavor extension Jamaica consistently ranks as one of the most popular flavors for the Hispanic market 56 57 We recommend adding the flavor to Snapple s lineup in Hispanic dominated areas TEAM 120 INSPIRE 15
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 58 59 By combining in store graphics with cutting edge digital and mobile solutions we make the buying experience fun engaging and interactive Gas Pumps Television monitors in gas pumps direct consumers to in store Snapple Convenience stores Consumers often sample various products at convenience stores 60 Snapple Sampler Machines will be installed to be a new flavor trial device When consumers touch the screen a pop up quiz will help them find their flavor Grocery Channel Floor graphics point out the difference between boring and non boring beverages to make sure consumers find Snapple digital component By using near field communication NFC Flavor Seekers will access exclusive coupons promotions through embedded Snapple NFC barcodes offering faster easier and more secure transactions and options than QR codes 61 62 16 INSPIRE TEAM 120
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 purchase Snapple 63 grocery partnerships Heavy grocery shoppers index high 175 for RTD beverages 64 We provide Dr Pepper Snapple Group sales force with end cap collateral to support store promotions For example we could promote private label snacks at retailers such as HEB or Wegmans 65 Snapple Variety Packs Flavor Seekers want the freedom to choose Customizable variety packs enable consumers to mix and match up to six bottles of their favorite flavors 67 68 69 Snapple Yogurt Smoothies Snapple users are 50 more likely to purchase yogurt 150 index 70 Combining Snapple s flavors with Dannon 259 index and fresh fruit provides a ready to go breakfast or snack 71 Snapple Pie Dr Pepper Mixer Cross Promotion Opportunities for cross promoting with Dr Pepper Snapple Group brands like Mott s Hawaiian Punch and Squirt leverages the company s other products Cross promotions with alcoholic brands will let consumers mix Snapple and other Dr Pepper products into their cocktails For example Schweppes would be mixed with Snapple and Absolut Vodka 172 index or Captain Morgan 172 index 66 Snapple users love pie 160 index Snapple pie recipes will be featured on pack Pinterest and Snapple s website This provides Dr Pepper Snapple Group with an array of dessert options from cakes to pies 72 TEAM 120 INSPIRE 17
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 Dabblers in non Heartland markets We ve identified nine high CDI markets that represent 20 of the U S and 25 of category volume 73 74 75 BeatBoredom 4 5K Skip a Thon 119 A twist on the traditional 5K Snapple will quirk up the norm to have a 4 5K Skip a Thon These events extend the Dr Pepper Snapple Group s Let s Play initiative encouraging parents and children to be active 77 Seattle WA 125 Chicago IL 115 Denver CO 120 Los Angeles CA 118 121 Phoenix AZ Dallas TX 130 Houston TX Snapple Sampler Ambassadors 125 Tampa FL 159 Miami FL BEATBOREDOM COMEDY TOUR Snapple users love stand up comedy 176 index 76 That s why Snapple will partner with truTV s Impractical Jokers to launch the BeatBoredom Comedy Tour 18 INSPIRE TEAM 120 Mundae and recovering bore o holics will host local sampling events at quirky places such as the DMV as well as selected grocery stores
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 public relations plan The plan consists of three strategies Creating Pop Culture Hijacking Pop Culture and Championing the Cause Creating Pop Culture The Bored Game Snapple will partner with The Game Show Network to produce The Bored Game a trivia based show that utilizes Snapple s fun facts with boring themed categories 78 HiJack Pop Culture Whether it s the top 10 boring cities in America the most boring jobs or the most boring food there are endless lists that highlight boring 80 81 82 83 It presents Snapple with the opportunity to be the cure Once a list is released Snapple is integrated into the conversation which includes social media posts and in person interventions 1 2 3 4 5 6 7 8 9 10 jobs food cities Toll Booth Operator Cabbage Lubbock Dishwasher Flaxseed North Las Vegas Traffic Cop Beans Chesapeake Security Guard Turnips Irving Data Entry Sprouts Ft Wayne Accountant Cauliflower Plano Sorry Snapple Nanny Tilapia Stockton Dishwasher Potatoes Mesa Truck Driver Rice Laredo Housekeeping Spam Arlington promote with snapchat champion the cause The Snapple Foundation will award 50 000 in grants to working professionals who are breaking molds and fostering innovation in the fields of science technology education arts and mathematics 79 Using the Snapchat filter and story Mundae becomes a daily part of the conversation Snapple geo filters will be available where Mundae travels while the stories are shared nationally 84 BEATBOREDOM WITH SNAPPLE 1 2 TEAM 120 INSPIRE 19
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 media strategy across several platforms allows Snapple to reach a diverse audience looking to BeatBoredom 20 INSPIRE TEAM 120 facebook twitter pinterest With 82 of Snapple users active on Facebook this makes the platform a hub for social media 85 Snapple will continue to be active on Twitter by promoting the hashtag BeatBoredom Pinterest will be a platform where users can show their creativity in contests involving food and craft recipes instagram YouTube TUMBLR Users will be featured when they post how they BeatBoredom since 55 of Flavor Seekers use Instagram 86 Consumer generated content will be featured on Snapple s YouTube channel demonstrating unique ways to BeatBoredom Snapple will continue to interact with users on Tumblr with blog like content inspirational quotes from Mundae and user photos of Snapple moments
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 Here are ways to make it more interactive and engaging Spanish Language Toggle This allows consumers to move easily from English to Spanish BeatBoredom All social media content with BeatBoredom will be consolidated on Snapple s website Bore o holic Quiz The quiz matches your current boredom level to the corresponding Snapple flavor Rewards program Users enter the code found on the bottle cap and will earn points for each Snapple they drink snapple features By introducing the Snapple app and expanding to the mobile market Snapple will become more accessible to consumers The Snapple App Platform will implement the Snapple website in a condensed fashion so the Flavor Seekers can BeatBoredom on the go TEAM 120 INTEGRATE 21
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 owned and earned media which creates multiple touch points connecting Snapple with the Flavor Seekers Media support will be provided on a continuous basis The kick off BeatBoredom promotion is scheduled to lead into the core selling season Other periods of emphasis include the new flavor introductions for summer and fall The consumer touch point map below provides tactics tailored to their specific role in the brand purchase funnel 88 89 They are applied to each of the three target segments that include Heartland and non Heartland markets Streaming Services Champion the Cause New Flavor Introductions Public Relations Pinterest Contest The Bored Game Earned Social Media Rewards Program BeatBoredom Promotion Subway Out of Home 4 5K Skip a thon BeatBoredom Comedy Tour Grocery Partnerships Mixer Cross Promotion Owned Social Media Laundromat AWARENESS CONSIDERATION TRIAL REPEAT PURCHASE LOYALTY SEO SEM Paid Social Media Billboards Network TV Cable TV 22 INTEGRATE TEAM 120 Gas Pumps Shelf Talker Variety Packs Snapple Foundation Near Field Communication Brand Ambassadors Snapple Pie Sampler Machines Snapple Smoothie
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 broadcast and cable networks tailored to each segment 90 162 177 204 152 222 273 199 219 176 204 141 227 381 335 Social Media Media banners and expandables will be placed on key websites through programmatic buying 91 Search engine marketing will target key words boring boredom beverages juice and tea 242 133 Out of Home Various out of home media will be used to promote the campaign 92 15 pre roll ads will be featured on popular streaming services 94 213 152 182 172 Gas Station Pumps 157 Alternative 143 Subway Transits 187 132 Streaming Radio and Video 7 and 15 pre roll videos on Facebook Instagram and Vine plus promoted tweets on Twitter and blogger sponsorships on Pinterest 93 Bus Shelters 192 Emerging Media Emerging media opportunities will be continually evaluated to optimize our plan For example Twitch a streaming platform for video games is a medium to consider 95 165 Network 137 128 180 231 149 100 386 391 209 365 169 TEAM 120 INTEGRATE 23
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 84 92 100 108 114 123 125 112 96 87 81 82 SEASONAL WEEKS SUMMER FLAVOR LTO CAMPAIGN LAUNCH FALL FLAVOR LTO HOLIDAY SEASON Cost Impressions CBS ABC FOX NBC CW 9 250 000 462 500 000 Comedy Central MTV Adult Swim truTV Game Show 9 250 000 370 000 000 Univision Telemundo Azteca 2 000 000 133 333 333 Facebook Instagram 2 025 000 225 000 000 Pinterest 1 500 000 100 000 000 Snapchat 1 500 000 500 000 000 Twitter 1 275 000 141 666 667 Vine 400 000 80 000 000 Tumblr 400 000 80 000 000 1 400 000 155 555 556 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 Paid Media BROADCAST CABLE DIGITAL Paid Social Media SEM SEO Google Yahoo and Bing STREAMING SERVICES Netflix Hulu Plus 1 400 000 93 333 333 YouTube 1 200 000 600 000 000 Spotify 900 000 225 000 000 Pandora 500 000 125 000 000 1 000 000 500 000 400 000 200 000 000 100 000 000 66 666 666 Game Show Network 2 000 000 285 514 286 BeatBoredom Comedy Tour 2 000 000 500 000 000 Brand Ambassadors 1 000 000 200 000 000 300 000 75 000 000 700 000 600 000 87 500 000 50 000 000 OUT OF HOME Billboards Alternatives Gas Station Pumps Transit PARTNERSHIPS SPONSORSHIPS IN STORE ACTIVATION GUERILLA Mundae Visits Boring Cities Times Square 1 400 000 earned media 87 000 000 Public Relations Social Media 110 000 000 owned media Digital Snapple Website and App 96 800 000 Snapple Foundation Social Media 76 000 000 33 520 000 SUBTOTAL Production Agency fee Research Contingency 24 INTEGRATE TEAM 120 5 259 389 841 50 000 000 total Note Reach Average Frequency 95 Reach 70 Avg freq with 3 73 3 Reach 6 660 GRP 41 500 000 5 000 000 2 500 000 500 000 500 000 All public relations are included in the agency fee All owned media is included in the production budget
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 This campaign is video driven thus more than 50 of the budget is dedicated to media containing video advertising Cable and television represent 37 of the total budget Digital advertising which includes predominately video along with rich media and paid search represents 25 of the budget With 12 of the budget allotted to sponsorships promotions and events Other media categories include out of home and a Hispanic program 2 of the budget is for ongoing research and contingency BROADCAST 37 agency fee philosopHy DIGITAL We consider ourselves to be in a partnership with Snapple so we propose working for a fee rather than on a commission basis Once we agree upon a fair agency profit and bonus structure we will rebate any excess profit to Snapple at the end of the year The proposed fee of 5 of the budget covers agency salaries and benefits for a dedicated team to produce and manage all aspects of this campaign The proposed fee contains 100 agency overhead factor with a 15 profit target All outside costs including media and production will be billed at net 25 PUBLIC RELATIONS We believe there is a significant opportunity to add value to this campaign by generating earned media From encouraging social media involvement to publicizing relevant events public relations will amplify the campaign We believe promoting media tours with Mundae and other converted bore o holics plus a national media relations effort will put Snapple back into the mainstream pop culture All public relations activities are included in the aforementioned agency fee PROMOTIONAL 12 PRODUCTION 10 Rapid Continuous Improvement We embrace Dr Pepper Snapple Group s approach to Kaizen or rapid continuous improvement 96 That is why our plan will be continuously tracked and monitored This will provide flexibility in scheduling based on market conditions It also will provide the opportunity to constantly improve media and digital conversion AGENCY FEE 5 OOH 5 HISPANIC 4 RESEARCH CONTINGENCY 1 1 TEAM 120 INTEGRATE 25
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 consumers found the campaign to be likable More importantly 54 of the non Heartland indicated that they would be likely to share this campaign on social media 97 Market effectiveness for the business brand and communication program will be measured on an ongoing basis 100 The following are the Key Performance Indicators KPI s to be tracked Plan adjustments will be made accordingly Heartland non heartland Likability 64 61 Sharing 50 54 Business KPI s Snapple Overall Sales Incremental Case Volume Snapple Market Share Snapple Usage and Average Purchase Frequency PRE TESTING CONFIRMS BRAND CONSIDERATION Campaign pre testing confirms that consideration for the brand improved in both Heartland and non Heartland markets achieves the brand s goals 98 Pre measure post measure percent change heartland 50 57 14 Non Heartland 15 55 267 1 2 Snapple Success By achieving the consideration goals with an engaging message we are confident that we will move the usage in the Heartland markets from 9x to 10x and in non Heartland from 1x to 3x as well as adding new users 99 This should not only meet but exceed Snapple s 2017 goals 26 INTEGRATE TEAM 120 Brand KPI s Brand Relevance Brand Consideration Brand Sentiment Communication KPI s Engagement and Likes on Social Media Conversion Traffic and Web Analytics Number of App Downloads Future Thought Continuing the movement The BeatBoredom campaign sets into motion a movement that has endless possibilities to be relevant to different cultures markets and occasions
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 constantly breaks from convention A mix of flavors fun facts and glass bottles help make Snapple unique By positioning Snapple to add unexpected flavor to everyday moments it differentiates the brand by providing a quirky purpose 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 By creating the BeatBoredom campaign we launch a movement that will put Snapple at the leading edge of consumer pop culture By identifying a universal cue we create a new buying habit increasing brand usage in Heartland and nonHeartland markets 17 18 19 20 21 22 23 24 25 26 We are confident that BeatBoredom will deliver profits by unlocking the brand s purpose to bring unexpected flavor to everyday moments which makes the world engaging delightful and boredom free We are the natural fit for Snapple and we promise to never be boring Together let s start a Snapple movement To start just sign here 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 snapple authorization 50 51 52 53 54 Court David Dave Elzinga Susan Mulder and Ole Jorgen Vetvik The Consumer Decision Journey McKinsey Company June 2009 Web 14 March 2016 Gibson Jon The Purchase Funnel Marketing made simple com N p Jan 2015 Web 19 March 2016 Snapple 2015 2016 Snapple Case Study PDF Washington D C AAF National September 2015 Ibid Heneghan Carolyn RTD Tea Is Ready to Guzzle a Larger Beverage Market Share FoodDive com 29 April 2015 Web 21 Jan 2016 Backman Melvin Arizona Iced Tea Is Having a Really Hard Time Keeping Its Dollar Cans at a Dollar Quartz N p 1 July 2015 Web 15 March 2016 Sisel Elizabeth Tea RTD Tea US July London Mintel Group Ltd July 2015 PDF Ibid Sisel Elizabeth Tea RTD Tea US July 2014 Chicago Mintel Group Ltd July 2014 PDF COMM 4360 National RTD Habits Survey SurveyMonkey 8 Sep 2015 Web 16 Jan 2016 Bailey Sharon Dr Pepper Snapple America s Third largest Soda Maker Market Realist December 23 2014 Web 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Elizabeth Tea RTD Tea US July 2014 Chicago Mintel Group Ltd July 2014 PDF Sisel Elizabeth Tea RTD Tea US July 2015 London Mintel Group Ltd July 2015 PDF Schroeder Eric Dr Pepper Snapple Group Seizing Opportunities Dr Pepper Snapple Group Seizing 47 Opportunities 24 Feb 2015 Accessed 15 March 2016 Snapple 2015 2016 Snapple Case Study PDF Washington D C AAF National September 2015 Glei Jocelyn K Hacking Habits How To Make New Behaviors Last For Good 99U Behance 02 Oct 2012 Web 19 March 2016 Gordon Whitson How to Speed Up Laundry the World s Most Boring Chore Lifehacker 3 March 2012 Web 19 March 2016 Ray Remi and Lisa Brown 5 Need To Know Trends To Better Market to Millennial Moms Native Advertising 14 July 2015 Web 19 March 2016 Nielsen Latina Power Shift 2013 New York Nielsen 1 Aug 2013 PDF Cruz Marisol Hispanic Insights Personal interview Jan 2016 Gonzalez Eva Engaging the Evolving Hispanic Consumers A Look at Two Distinct Sub groups Nielsen 25 Sept 2014 Web 19 March 2016 citations 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 American Marketscape DataStreamTM 2013 Series Simmons Winter 2013 Study Geoscape 2013 Web 5 Feb 2016 New Nutrition Business Is There Something Brewing in the World of Hibiscus PDF London New Nutrition Business Oct 2006 BevNet Zone 8 Beverages Introduces New Line of Organic Tea and Juice Blends BevNet 24 July 2014 Web 19 March 2016 Nielsen Norman Group Consistency in the Cross Channel User Experience UX Nielsen Norman Group 27 Oct 2013 Web 19 March 2016 Donnelly Christopher and Renato Scaff Who Are the Millennial Shoppers And What Do They Really Want Accenture n d Web 19 March 2016 Hamaker Sarah Sample Sales National Association of Convenience Stores May 2010 Web 19 March 2016 Coons Julie Using Digital Channels to Keep Up with U S Hispanics Using Digital Channels to Keep Up with U S Hispanics Electronic Retailing Association 11 May 2015 Web 15 March 2016 Cowan Gary How Digital Coupons Attract the Ultra mobile Millennial Customer Mobile Commerce Daily RSS 22 Dec 2015 Web 15 March 2016 Hogan Kelly Best Practices for Cross Promoting Sister Brands Marketing Forward Blog Nielsen 29 July 2010 Web 19 March 2016 MRI MediaMark Reporter Database Computer software Fall 2014 Product Report Ready to drink Tea Purchased in the Last 6 Months Accessed 15 March 2016 Biesada Alexandra Top Retailers Win with Private Label Store Brands Dun Bradstreet Bizmology 18 March 2014 Web 15 March 2016 Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 COMM 4360 National RTD Habits Survey SurveyMonkey 8 Sep 2015 Web Jan 16 2016 Odesk and Millennial Branding Why Millennials Are Choosing Freedom Above All Else INFOGRAPHIC Digital image The Cultureist 11 Aug 2014 Web 20 March 2016 Millennials Seek Fresh Tastes and Flavors Millennial Marketing FutureCast n d Web 20 March 2016 MRI MediaMark Reporter Database Computer software Fall 2014 Product Report Ready to drink Tea Purchased in the Last 6 Months Accessed 15 March 2016 Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 MRI MediaMark Reporter Database Computer software Fall 2014 Product Report Ready to drink Tea Purchased in the Last 6 Months Accessed 15 March 2016 Nielsen Local Television Market Universe Estimate New York Television Bureau of Advertising 26 Sept 2015 PDF Nielsen Local Television Market Universe Estimate Hispanic or Latino TV Homes New York Television Bureau of Advertising 26 Sept 2015 PDF Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 MRI MediaMark Reporter Database Computer software Fall 2014 Product Report Ready to drink Tea Purchased in the Last 6 Months Accessed 15 March 2016 Dr Pepper Snapple Group Dr Pepper Snapple Group Philanthropy Let s Play Dr Pepper Snapple Group n d Web 20 March 2016 Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 Dr Pepper Snapple Group Dr Pepper Snapple Group Philanthropy Overview Dr Pepper Snapple Group n d Web 20 March 2016 Harrison Ken Top 10 Most Boring Jobs 2015 Top 10 Most Boring Jobs 2015 Career Addicts March 2015 Web 17 March 2016 Andriani Lynn How to Make Boring Food Taste Good Oprah com Oprah n d Web 17 March 2016 Brones Anna 10 Boring Real Foods That Should Be Trendy Foodie Underground EcoSalon 10 Aug 2014 Web 17 March 2016 Allan Laura These Are The 10 Most Boring Cities In America Movoto Blog Movoto 4 June 2014 Web 13 March 2016 Heath Alex Snapchat Now Lets Anyone Pay to Create a Geofilter Tech Insider 22 Feb 2016 Web 1 March 2016 Duggan Maeve The Demographics of Social Media Users Internet Science Tech RSS Pew Research Center 19 Aug 2015 Web 1 March 2016 Ibid Google Analytics Google Analytics Snapple com Analytics Google n d Web 1 March 2016 Kotler Phillip Neil Rackham and Suj Krishnaswamy Ending the War Between Sales and Marketing Brighton MA Harvard Business Review July Aug 2006 PDF Howard Jim Digital Touchpoints Digital image CrownPeak Blog CrownPeak 6 Nov 2014 Web 3 March 2016 Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 Ibid Ibid Nielsen The Multicultural Edge Rising Super Consumers New York Nielsen 18 March 2015 PDF Experian Simmons Simmons OneView Database Computer software Simmons OneView N p n d Web 14 March 2016 Ibid Esterl Mike How Dr Pepper Cuts Costs And Keeps Cutting WSJ The Wall Street Journal 21 Feb 2016 Web 15 March 2016 COMM 4360 Campaign Evaluation Survey Qualtrics 25 Feb 2016 Web 10 March 2016 Ibid Snapple 2015 2016 Snapple Case Study PDF Washington D C AAF National September 2015 Marr Bernard Key Performance Indicators The 75 Measures Every Manager Needs to Know 1st ed Harlow England Pearson Financial Times Publication 2012 Print TEAM 120 INTEGRATE 27
finalizing the agreement the profit movement From the beginning, Snapple has been innovative and quirky, a brand that cons...