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! ¿¡Qué 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 té 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. 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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...