The document outlines a marketing campaign plan book for Snapple that includes research findings, target segments, insights, and a big idea - "Snapple is a premium drink that doesn't just stand out from the crowd, it creates one. This group is as diverse as the flavors they drink. It's time we came together, #AllInFlavor." The campaign aims to increase usage, drive trial of unique flavors, and boost social media interaction through community-focused content.

1. Plans Book
Team 372
Sponsored By

2. TABLE OF CONTENTS
3 Executive Summary & Challenge
4 Brand
5 Competition & Opportunity
6 Research Video & Objectives
7 Methodology
8 Research
9 Research
10 Target Segments
11 Insights & Strategy
12 Big Idea
13 Digital Radio
14 Out-of-Home
15 Spectacular
16 Gas Station
17 In-Store Activation
18 Social Media
19 Snapple.com & Flav Facts
20 Block Party Roll-Out
21 Block Party Video
22 Block Party
23 Media
24 Media Flowchart
25 Measurment & Evaluation
26 Roster
27 Conclusion & Citations
2

3. Executive Summary
At the center of Snapple’s quirky
success is the brand’s consumers. This
diverse group of movers, shakers, and
do-gooders are willing to share their
Snapple loyalty for one reason: they love
the way it tastes. This widespread group
has the potential to become a closeknit
community with the power of flavor.
A band of Snapple loyalists can
bring Snapple’s name to the tips of
Light Users’ tongues, and reshape the
brand from a nostalgic
delight to a forever favorite.
Heavy User Strategy
Grow Brand Relevance through
engagement tactics with Heavy
Snapple Users. Grow Heavy User
Buying Rate from 9x to 10x per year.
Light User Strategy
Drive Trial by converting high
Awareness (90%) to Top of Mind
Awareness (15%). Grow Light
User buying rate from
1x to 3x per year.
Challenge
Create an integrated
2017 holistic
marketing campaign to
grow Snapple Trademark
(TM) volume in the
United States.
3

4. Brand History
In 1972, Snapple emerged as an “all-natural beverage New Yorkers will love.” Over the decades
Snapple grew to establish itself as an innovative and playful national brand, providing premium tea and
juice options. In 2008, Snapple paired with Dr Pepper to create Dr Pepper Snapple Group; the brand
has continued its legacy headquartered in Plano,Texas.
• Snapple has 29 distinct teas and juices
with additional seasonal flavors
• Heavy Users are loyal and willing to
advocate for the brand
• The brand has a long, positive history
and an identifiable quirky style
• Snapple can develop content on
social media to encourage
engagement from followers
• In the Ready-to-Drink Tea and Juice
Market Snapple’s flavors are unique
• Snapple may be perceived as a
healthier alternative to soda
• The Ready-to-Drink Tea and Juice Market
is very saturated, so distinguishing a
brand within the category can be difficult
• Competitors are incorporating “premium”
features like glass bottles and all
natural flavors
• Consumers want to live a holistic lifestyle
and are switching to healthier alternatives
Refreshed
• Snapple unveiled new designs in
their logo and packaging for National
Iced Tea Day on June 10, 2015
• The new logo features an illustrated
sun along with new letterform while
maintaining the signature ‘S’
• A new earth icon solidifies the “Made
from the Best Stuff on Earth” tagline
• New flavor captions add personality
to each individual flavor
#LoveSnapple
• Campaign spots began airing in
April 2015 with New Yorkers urging
the rest of the country to
#LoveSnapple.
• In May, endorsements from Nick
Cannon and Jimmy Fallon added
to the excitement
• By the end of June, 20% of adults
were aware of the campaign
• In July and August, 25% of adults
would consider Snapple when
purchasing a beverage
Going Green
• Dr Pepper Snapple Group announced
its goal to achieve a U.S. beverage
container recycling rate of 60% by 2030
• A $5 million investment in the Closed
Loop Fund will support post-
consumer recycling
• A $1 million commitment to Keep
America Beautiful will continue
efforts to place recycling bins in
public parks
• Many users have a difficult time finding
their favorite flavor on store shelves
• On social media, Snapple doesn’t
interact with its consumers on a regular
basis or in a personal manner
• In the Ready-to-Drink Tea and Juice
Market, other brands offer healthier
options while Snapple is often left
with an unhealthy perception
What’s New?
s
W
TO
BRAND
4

5. 38%
18%
15%
11%
8%
7%
1%
Arizona
Lipton
Brisk
Snapple
Gold Peak
Pure Leaf
Nestea SoBe Honest Tea
AriZona
• Untraditional media mix
with only digital and
social media
• Consistent 99¢ pricing
• New partnership with Lavit,
LLC will expand their
single-serve product line
Brisk
• Brisk is managed by the Pepsi
Lipton Partnership, a company
that focuses on self-expression
in their marketing
• Tumblr is used as their website
platform; it is extremely interactive
for consumers
• The brand isn’t afraid to use newer
forms of social media like Snapchat
Gold Peak
• Owned by Coca-Cola, they
have one of the best conversion
rates in the tea category
• Content is about creativity with
food and crafts
• Passionate social media followers;
they recreate Gold Peak content
with their own twist
Lipton
• The Pepsi Lipton Tea Partnership
is strategic and international
• In 2015, Lipton launched lightly
carbonated tea in lemonade,
raspberry and peach flavors to
position as a substitute for soda
•Lipton often writes customized
responses to consumer comments
on social media creating strong,
positive engagement
Displaying social media relevancy and flavor options revealed a unique
opportunity for Snapple.We measured social relevancy by averaging post
interaction and comparing it to overall followers. Snapple has a large online
following but little interaction, yet Heavy Users will often post independently
about the brand.That means there is a great opportunity to bump up
relevancy through social media. Fans are talking, they just need a microphone.
Tea & Juice Share
2015 in Volume
Performance
(Cases)
OPPORTUNITY
COMPETITION
1% 1%Relevancy
Flavor
COMPETITION & OPPORTUNITY
5

6. Research Objectives
1. Understand the personality traits and lifestyle of both Heavy
and Light Snapple Users.
2. Gauge awareness and perception of the Snapple brand according
to Heavy and Light Snapple Users.
3. Investigate the decision-making process at point-of-purchase.
4. Find a common link between Heavy and Light Snapple Users.
https://www.youtube.com/watch?v=xd0c9ds6r08
RESEARCH VIDEO
6

7. A 22-question survey
analyzed brand relevance,
purchasing patterns,
and consumer lifestyles
around the country.
3
Focus
Groups
5
One-On-One
Interviews with
Heavy Users
6
Months of
Social Media
Listening
55
Street
Interviews
65Taste
Tests
1,053Survery
Respondents
A total of 27
participants discussed
their Ready-to-Drink Tea
and Juice usage.
In-depth interviews
allowed us to understand
the role Snapple plays in
the life of a Heavy User.
Social media listening gave
us the opportunity to
find and understand
consumer attitudes.
We asked our
Midwestern Neighbors
about their experience
with Snapple and its
competitors.
Attendees of a
community event were
given a bottle of Snapple
and surveyed about
their reactions.
METHODOLOGY
7

8. Flavor Matters
“I would always drink [Rasberry Iced
Tea], that’s pretty much the only one I
drink. I don’t really care for raspberry
in other drinks, but for some reason
the Snapple was really, really good.”
-Focus Group Participant
“In case anyone was wondering what
Snapple Half & Half tastes like, it’s
amazing. Some brands screw up the
half & half. Snapple does not.”
-@lindsey4real,Twitter
“If I ever get in a freak accident and
they have to replace all my blood with
Snapple, please make sure it’s Snapple
Apple, thanks.”
-@kittiewonder,Twitter
“Trying this Mango Madness Snapple
for the first time & I’m lovin it! I feel
like I’m cheating on apple!”
-@TylerificMate,Twitter
Snapple Users are Outspoken
about the Brand
“Snapple’s are the best drinks I have ever
tasted. For three consecutive years I have
bought a Snapple at least once a week and I
never get bored of it.”
-Joel Diaz, Facebook
“Snapple we re-used your bottles for our
wedding favors!!! Ironically my new last name
begins with an S so it worked well.They were
amazing and also a very big hit. My husband
LOVES your iced tea.”
-Christy Marie Santee, Facebook
“My life is over when I drink my
last Snapple!”
-Dirk McAdam, Facebook
Fans Need Help Finding
Their Flavors
“If I really want [Snapple], I have to hunt for
it.You have to guess where they’re thrown in.”
-Focus Group Participant
“Hi I live in Raleigh, NC and have not been
able to find the raspberry tea Snapple! Please
help?!” -Traneka Jarmon, Facebook
“Why is it difficult to find any flavors other
than peach and lemon at grocery stores?
The apple looking one looks tasty. I must
be looking at the wrong stores.”
-James Davis, Facebook
Flavor
49.49%
I do not choose Snapple 15.94%
Nutrition
13.69%
Price
9.32%
Availability
5.72%
Convenience of
Portability 2.36%
Brand Loyalty 1.80%
Time of Day 0.90%
Trendiness
0.79%
Online Survey
RESEARCH
8

9. 1 2 3 4 5
Online Survey
Online Survey
There’s an Opportunity to
Increase Brand Relevance
and Awareness
“I totally forgot Snapple kind of existed for a
while and after [my friend bought one] all I
could think about was drinking Snapple.”
-One-on-one interview
Snapple Fits Into a Variety
of Lifestyles
“My daughter has begun making
art on empty Snapple bottles.”
-@JerielLowe
“Life is full of adventure #Snapple”
-@lanna_farmer
“My favorite beverage, while watching
my fish. #snapple #snappleapple
#madefromthebeststuffonearth”
-@AngieDelgado
“Peach Snapple is just really great.”
-@heyits_nuha
“Got my giant bottle of diet
Snapple and my tv ready for
#Ghostadventures #Starofindia
#aarongoodwin” -@spnfreak0203
1.90
weighted avg.
Not at
all often
Slightly
often
Moderately
often
Very
often
Extremely
often
3.60
weighted avg.
Not at
all familiar
Slightly
familiar
Moderately
familiar
Very
familiar
Extremely
familiar
How familiar are you with the Snapple brand?
How often have you heard other people talking
about Snapple in the last 6 months?
1 2 3 4 5
RESEARCH
9

10. Home Head
Honcho (West)
Secondary Target
• Age 36
• Asian-American
woman
• San Francisco, CA
• Multigenerational
household
• Purchases Snapple in bulk
• “...fiercely brand loyal and are
highly likely to shop on deal
or use coupons when stocking up.”
-Nielsen Asian-American Report
• “My mom told me to get the Snapple in her
car and I was expecting a small thing of
Snapple. Oh no, it was a case of it.You go ‘
Shelley.” -Michael Fraser, Facebook
Multicultural Mom (Midwest)
Primary Target
• Age 32
• Mixed race woman
• Chicago, IL
• Always looking for the little things that brighten up her family’s day
• Purchases Snapple in 6 packs for her family
• “I think due to the advertisements that I’ve seen my whole life.,there has always been
images of fruit, and healthy-looking people enjoying the drink. I’ve never
tasted a ‘bad’ Snapple, so they must
be doing something right!”
-Online Survey Participant
Career
Connoisseur
(South)
Secondary Target
• Age 25
• Hispanic man
• Houston,TX
• Life goals are based on career achievements
• Purchases single glass bottles for their convenience and consistency taste
• “When I think of Snapple I think of an on-the-go drink. Like a light, refreshing, snack staple.”
-Focus Group Participant
On-The-Go
Getters (Northeast)
Primary Target
• Age 26
• Caucasian woman
• New York, NY
• Lives an “athleisure” lifestyle
(wears athletic clothing for
more than just working out)
• Purchases Snapple in single glass
bottles for their ease of
portability
• “I think Snapple is a go-to for
a refreshing drink and always
encourages me to eat something
healthy like a sandwich or salad
while drinking Snapple.”
-Online Survey Participant
TARGET
SEGMENTS
10

11. Insight 1: Nutrition and quality ingredients are
becoming increasingly important to the consumer,
but flavor remains the deciding factor.
The Consumer Catch: Why should I drink
Snapple when there are healthier options?
Solution: Remind users that Snapple’s unique
flavors aren’t replicated by any other
Ready-to-Drink option.
Insight 2: Users often feel strongly about one or
two Snapple flavors; they accept no substitutes.
The Consumer Catch: Why should I try something
new when I already know what I like?
Solution: Prove great taste is guaranteed with all
Snapple flavors and incentivize trying new flavors.
Insight 3: Snapple loyalists are enthusiastic and outspoken about the brand
on social media; there’s an opportunity to create an active community.
The Consumer Catch: Why should I interact with Snapple?
Solution: Entice consumers to interact with Snapple on branded social
media platforms instead of posting independently. Create a social media
strategy that encourages conversation and focuses on user-generated content.
Insight 4: Snapple users often have a hard time
finding their flavor or the brand in general, which
hinders awareness and relevance.
The Consumer Catch: Where is my Snapple?
Solution: Provide outlets that lead consumers to
distributors with their flavors.
Insight 5: There’s little
consistency in how consumers
drink Snapple; the drink is
adaptable to many different
lifestyles.
The Consumer Catch: How
does Snapple fit into my life?
Solution: Demonstrate a variety
of activities and lifestyles Snapple
fits into.
INSIGHTS & STRATEGY
11

12. Campaign Objectives:
• Increase usage and drive trial by
showcasing Snapple’s unique flavors.
• Reinforce brand loyalty by creating
a Snapple community that
is all-inclusive.
• Boost social media interaction with
engaging content that creates
conversation.
• Strengthen brand equity by highlighting
Snapple’s fun and quirky image.
Positioning Statement:
Snapple is the premium choice for
Multicultural Moms, On-The-Go Getters,
Career Connoisseurs and Home Head
Honchos because it provides a craveable,
consistent flavor that consumers can rely on.
The brand creates a community
around its unique consumers, their flavor
preferences and uses for the drink.
Big Idea:
Snapple is a premium drink that doesn’t
just stand out from the crowd, it creates
one.This group is as diverse as the
flavors they drink. It’s time we
came together, #AllInFlavor.
Tone:
Custom illustrations, community
driven copy, and enticing visuals of the
iconic Snapple bottle and flavors are at
the forefront of our 360 campaign.
https://www.youtube.com/watch?v=twZdw9yuhUg
BIG IDEA
12

13. The radio spots draw
consumers into eccentric
scenarios that serve as an
introduction to the #AllInFlavor
community. The copy hits upon
the quirkiness of the brand and
consumers’ love for Snapple facts.
Tactical mediums such as
Pandora and Spotify will reach
multicultural audiences.
Digital Radio Format.
Dr. Pepper Snapple
“Guinea Pig People”
Commercial Length: 15”
Version/Date (optional)
SFX: Popping sound of a Snapple lid.
Billy: “In Switzerland, it is illegal to own only
one guinea pig because they are so prone to
loneliness.” Real Fact #986. And are we not
all guinea pigs? Do we all not have a craving
to come together?
MAN 2: Billy, whaaa…what are you talking
about? Are you telling me you’re a guinea
pig? I just asked if you wanted a Snapple..
Maybe check out #AllInFlavor. There might
be more guinea pig people out there.
ANNCR: Tell Snapple how you’re in
flavor using hashtag #AllInFlavor.
DIGITAL RADIO
13

14. The vibrant colors and relatable copy used
throughout the advertisements fit with Snapple’s
lively personality and convey the importance of
flavor.To catch the consumer’s eye, billboards, bus
shelter, and transit ads will be placed in the top 15
markets. In order to capture the Midwest market,
a majority of these advertisements will placed in
this region to increase Top of Mind Awareness.
Out-of-Home
14

15. The Snapple Spectacular will be featured in
Times Square and allow users to partake in
an interactive mobile game. Not only will the
Spectacular generate buzz in our Heartland,
but it will also get the attention of the
rest of the country.
• Interactive billboards let viewers connect
with their phones via Bluetooth. Connected
devices will receive a link to take part
in the game.
• Once connected, the participant will begin
playing in the Snapple Spectacular Ad-Lib, and
will have 15 seconds to choose terms from a
word bank on their phone in order to
complete the given sentence.
• The finished sentence will appear on the
billboard and the player’s phone will be
disconnected.The participant will be given
an option to share their Spectacular Story
via social media and/or use the Flavorite
Locator to find a Snapple they love.
slide 1
slide 2 slide 3
SPECTACULAR
15

16. Gas station television advertisements will be placed
nationwide in all 1,250 Wal-Mart gas station locations.
Our playful video content will encourage consumers
to “Buy One,Try One” and at the click of the pump,
a receipt with a Snapple coupon will be dispensed.
Users can redeem their coupon at any Wal-Mart
gas station throughout the United States.
GAS STATION
16

17. Our in-store activations will draw consumers to the Snapple
section of the store by advertising our “Buy One,Try One”
promotion.We will utilize point-of-sale displays and promotional
coupons.This will give our Heavy and Light Users the
opportunity to purchase their favorite flavor and try something
new. In an effort to grow Snapple volume in the Midwest, we
will also leverage the current relationship with the expanding
Potbelly franchise by placing Snapple-branded fridges in
all 413 locations.
IN-STORE ACTIVATION
17

18. The #AllInFlavor hashtag will encourage Snapple fans to submit content of
themselves interacting with their fav flav to be featured on Snapple’s various
social media accounts, displaying the many personalities found across
our audience.
Responses
Snapple social media platforms are home to a fair amount of followers, but
current content doesn’t encourage conversation and responses don’t solve
the problems consumers face. Followers will receive a personalized response
directly from personified flavors, creating a personal experience and opening a
line of communication between the individual and the brand.This will build
a stronger sense of community around each of these platforms and grow
loyalty among our consumers.
YouTube Masthead
Snapchat Filter Instagram Profile
Customized
Responses
SOCIAL MEDIA
18

19. Aggregator
When Snapple lovers share how they are #AllInFlavor in
response to our social media campaign, their tweets will be
collected onto our Flav Fact Generator.The Snapple
community will then be given the opportunity to vote for
their favorite Flav Facts, to be featured on the caps.
Snapple.com
Our #AllInFlavor campaign will seamlessly tie into the existing
website.Through extensive social media listening, it became
apparent that Snapple lovers are unable to find their favorite
flavors. In an effort to solve this problem, the Flavorite
Locator will be integrated into the current website.
SNAPPLE.COM &
FLAV FACTS
19

20. Snapple is a grassroots brand; we want to restore that hometown
feel.To evoke a sense of community, we will ask Snapple users,
“What makes your block the best?” Participants will use social media
to tell Snapple why for a chance to win a block party that pops!
Snapple’s sales increase when the sun is shining and the smiles are out,
so July 15, 2017 through August 5, 2017, Snapple will choose 29 block
party winners to celebrate all 29 premium flavors.
Flavor Immersion: Virtual Reality/360 Video
Snapple users can immerse themselves in the #AllInFlavor block
parties, even if they can’t physically attend.Through Virtual Reality
and 360 Video, the entire Snapple community will be able to
view the parties on Facebook and Snapple.com.
EXPERIENTIAL ROLL-OUT
20

21. https://www.youtube.com/watch?v=cMc6c6QaQY4
EXPERIENTIAL VIDEO
21

22. Block Party attendees will share their
favorite Snapple flavors by taking part
in Flavor Art. Participants will throw
paint-filled balloons representing their
fav flav at the canvas. Once the canvas
is filled, the stencil will be removed
revealing “#AllInFlavor,” and the
finished product will be donated to
the local community center, where
Snapple will also sponsor a
community arts program. Giving back
is key because Snapple represents
people coming together in a
community that is #AllInFlavor.
Photo Booth
Flavor ArtSnow Cone Machine
Flavor Toss
BLOCK PARTY
22

23. 8% Social
32% TV
18% Digital
9% Gas Station / TV Receipts
0% Influencers
4% Experiential
0% Website
12% In-Store Activations
2% Production
13% OOH
Media Objectives
• Reach 85% and generate 5+ frequency among adults 18-49, with an emphasis on both growing
multicultural markets & 30-year-old female consumers
• Strategically use the $50MM budget for the full 2017 calendar year
• Effectively utilize seasonal advertisements to organically appeal throughout the duration of
the campaign
• Create a deeper Snapple community that encompasses our big idea, #AllInFlavor
Media Strategies
• To reach each audience, we will utilize mediums that speak directly to these segments. Strategic
product placement in The Real combined with multicultural social media influencers, such as Rudy
Mancuso and Chescaleigh, will extend our reach to our diverse segments. Millennial moms will be
reached through the mommy blog, We Got Kidz, as well as in-store promotions and displays in
Wal-Mart, the largest distributor of Snapple.
• Snapple is consumed mostly in the summer months, so a significant amount of the budget will be
allocated in the second and third quarters. A large portion of the budget will be additionally
allocated to capitalize on growing trends – such as digital, experiential, and gas station television.
• We will target Heavy & Light users in an effort to increase consumption, advocate for the brand,
and reaffirm their brand purchase. Additionally, our social strategy will bridge and grow the
relationship between Heavy and Light users.
• We will reach our consumers through paid, earned and owned media. Paid media will include social
media “Flav Facts” advertisements and block party promotions. Additionally, social media
user-generated content will comprise the earned media. Lastly, owned media will incorporate
the “Flavorite Locator” and additional elements will be added to Snapple.com
Media Tactics
• The integrated 2017 holistic marketing campaign will include TV, digital, OOH, social, influencers,
gas station TV, experiential, Snapple.com, and retail in-store activation tactics, for a total
of 3,973,325,279 impressions.
• 29 experiential block parties will showcase, strengthen, and reinforce the already existing
Snapple community.
• A total of 915 GRPs will be allocated throughout the quarters; flighting will occur during quarters
one and four, and quarters two and three will feature continuous advertisements.This will
strategically place television ads to address Snapple’s seasonality.
SimplyMap 2014 Snapple Usage
Media Allocation
MEDIA
23

24. QUARTERLY
BUDGET
Q1
$10,060,875.00
Q2
$11,669,833.34
Q3
$23,124,491.66
Q4
$3,820,125.00
Production
$1,300,000.00
TOTAL:
$49,975,325.00
Social
Facebook
Instagram
Twitter
Snapchat
Cable
Network
Television
Transit
Train Door Wrap
Bus Shelter
Billboard
Spectacular
Digital
Spotify
Hulu
Hulu Latino
Pandora
Sidebox Ad
Youtube
Maya in the Moment
We Got Kidz
Chescaleigh
Rudy Manusco
Rhett & Link
Influencers
Gas Station
TV
Receipt Coupons
Experiental
Block Parties
Flyers
Community Philanthropy
Website
Product Locator
In-Store Activation
POS Display
Potbelly
Coupons
Production
Cost
Virtual / 360
OOH
Jan Feb March April May June July Aug Sept Oct Nov Dec
1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4
$796,250.00
$2,000,000.00
$236,400.00
$1,050,00.00
$7,911,000.00
$8,949,750.00
$84,375.00
$330,000.00
$3,937,500.00
$1,800,000.00
$275,000.00
$4,095,000.00
$2,106,000.00
$2,106,000.00
$5,200.00
$19,000.00
$500,000.00
$10,000.00
$10,000.00
$15,000.00
$10,000.00
$75,000.00
$4,481,250.00
$250,000.00
$2,000,000.00
$100.00
$250,000.00
$3,000.00
$4,000,000.00
$619,500.00
$250,000.00
$750,000.00
$550,000.00
$49,975,325.00
3,500,000
252,000,000
59,100,00
71,000,000
450,128,000
797,940,000
4,550,000
2,500,000
157,500,000
6,000,000
136,500,000
585,000,000
5,400,000
5,400,00
650,000
5,115,000
70,000,000
81,179
11,116
227,573
10,300,000
4,026,127
682,500,000
1,666,667
2,900
5,000
6,825,000
650,000,000
227,150
1,666,667
Snapple Media Plan 2017
Cost Impressions
3,502,900
3,973,325,279
A 18-49
A 18-35
A 18-35
A 18-24
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
H 18-49
H 18-49
AA 18-49
A 18-35
H 18-35
AA 18-35
MM 18-35
H 18-35
H 18-35
H 18-49
H 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
A 18-49
Targets
MEDIA FLOWCHART
24

25. “It made me want to
drink Snapple!”
- Anna M.
“[The commercial] is so cute! We
get a sense that Snapple is for
everyone and all can enjoy it! I also
like how the beginning connects to
the end when the mother was
talking about getting her son ready
for school and at the end a different
son thanked the mom for the
Snapple. I thought that was clever!”
- Amber E.
“All in flavor means
your “go to” drink is
Snapple, that’s the
“tribe” you belong to.”
- Joe L.
Testing: Is #AllInFlavor
effective?
Improving Social Media Engagement
KPI’s: Increased likes, shares,
comments, clicks and organic reach
• Meltwater Social Listening
• Facebook & Twitter Analytics
Evaluating Media Placement
(Impressions & Ratings)
• Nielsen Measurement Tools
Post-Testing: Was #AllInFlavor
memorable & profitable?
Ensuring Top of Mind Awareness for Light
Users and Brand Relevance for Heavy Users
• Aided Recall Tests
• Attitude Test
• Qualitative Survey
Measuring Volume Sold (by Cases)
in the United States
• Sales tests
•Track Coupon Redemption
Pre-Testing: Is #AllInFlavor understandable?
iResearch Online Communication
Testing Results:
MEASURMENT & EVALUATION
25

26. Communication and Media Innovation,Audio Arts
and Acoustics, Fine and Performing Arts, Cinema
Art and Science programs and students,AAF
District 6 and Snapple for the fun-filled adventure!
Danielle M.
Art Director
Klaudia S.
Art Director
Alesha P.
Account Manager
Gabrielle G
Account Planner
Molly F.
Account Planner
Sidney F.
Account Planner
Nikole U.
Public Relations
Emily M.
Public Relations
Andrew Z.
Media Planner
Joshua F.
Media Planner
Marissa W.
Media Planner
Agnes S.
Art Director
Alexis B.
Art Director
Annie G.
Art Director
Mackenzie D.
Art Director
Matt J.
Art Director
Siana M.
Art Director
James B.
Copywriter
Steven S.
Copywriter
Anthony C.
Copywriter
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27. Page 3
1. Snapple Unveils New Logo and Look For National Iced Tea Day (2015). Brand Channel. [ONLINE] Available at: http://www.
brandchannel.com/2015/06/10/snapple-new-logo-061015/ [Last Accessed 7 Mar 2016].
2. Snapple Named ‘Brand to Watch’ (2015). CSPnet. [ONLINE].Available at: http://www.cspnet.com/category-news/beverages/arti-
cles/snapple-named-brand-watch. [Last Accessed 7 Mar 2016].
3, Snapple’s Big Summer With #LoveSnapple (2015).YouGov BrandIndex. [ONLINE] Available at: http://www.brandindex.com/
article/snapples-big-summer-lovesnapple [Last Accessed 7 Mar 2016].
4. Health and Wellness in America:The Consumer Perspective (2014). Nielsen. [ONLINE] Available at: http://www.nielsen.com/us/
en/insights/reports/2014/health-and-wellness-in-america-the-consumer-perspective.html [Last Accessed 13 Mar 2016].
Page 4
1.AriZona Iced Tea Pops Open a Can-Do Spirit (2015).Wall Street Journal. [ONLINE] Available at: http://www.wsj.com/articles/
arizona-iced-tea-pops-open.-a-can-do-spirit-1440526116 [Last Accessed 2 Mar 2016].
2. Lavit Announces Partnership With AriZona Beverages (2016).Vending Marketwatch. [ONLINE] Available at: http://www.vending-
marketwatch.com/news/12175131/lavit-announces-partnership-with-arizona-beverages [Last Accessed 2 Mar 2016].
3. PEAK TEA SPARKS FANS TO EXPERIENCE “THE TASTE THAT BRINGSYOU HOME” (2016) Shorty Awards [ONLINE]
Available at: http://shortyawards.com/8th/gold-peak-tea-sparks-fans-to-experience-the-taste-that-brings-you-home. [Last Accessed
2 Mar 2016].
4. Coca-Cola’s Gold Peak Tea Becomes a Billion-Dollar Brand (2015). Lexicon. [ONLINE] Available at: https://www.lexiconbranding.
com/client-news/gold-peak-tea.html. [Last Accessed 2 Mar 2016].
5. Pepsi Lipton About (2016). Pepsi Lipton. [ONLINE] Availible at: http://www.pepsilipton.com/about. [Last Accessed 2 Mar 2016].
6. Sparkling Lipton Tea Looks to Fill SodaVoid (2015).Advertising Age. [ONLINE] Available at: http://adage.com/article/cmo-strate-
gy/ sparkling-lipton-tea-fill-soda-void/297338/. [Last Accessed 2 Mar 2016].
Page 6
1. Global New Product Innovation Report (2015). Nielsen Data [ONLINE] Available at:
2. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/nielsen-global-new-product-innova-
tion-report-june-2015.pdf. [Last Accessed 2 Mar 2016].
3.The Multicultural Edge: Rising Super Consumers (2015). Nielsen Data [ONLINE] Available at:
4. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/the-multicultural-edge-rising-super-con-
sumers-march-2015.pdf. [Last Accessed 2 Mar 2016].
5. Powerful. Growing. Influential.The African-American Consumer (2014). Nielsen Data [ONLINE] Available at: http://www.nielsen.
com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/nieslen-essence-2014-african-american-consumer-re-
port-Sept-2014.pdf. [Last Accessed 2 Mar 2016].
Consumer Purchase Preference Survey: Demographics of Customer Reasons to Follow Brands’ Social Accounts (2015). Marketing-
Sherpa [ONLINE] Available at:
http://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media. [Last Accessed 2 Mar
2016].
Asian-Americans: Culturally Connected and Forging the Future (2015). Nielsen Data [ONLINE] Available at: http://www.nielsen.
com/content/dam/corporate/us/en/reports-downloads/2015-reports/nielsen-asian-american-report-june-2015.pdf. [Last Accessed
2 Mar 2016].
Drank in Last 6 Months, Snapple. MRI+ [ONLINE]
6. Consumer Purchase Preference Survey: Demographics of Customer Reasons to Follow Brands’ Social Accounts (2015). Market-
ingSherpa [ONLINE] Available at:
7. http://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media. [Last Accessed 2 Mar
2016].
8.Asian-Americans: Culturally Connected and Forging the Future (2015). Nielsen Data [ONLINE] Available at: http://www.nielsen.
com/content/dam/corporate/us/en/reports-downloads/2015-reports/nielsen-asian-american-report-june-2015.pdf. [Last Accessed
2 Mar 2016].
9. Drank in Last 6 Months, Snapple. MRI+ [ONLINE]
Page 7
1. Snapple Brand Refresh Coincides With Market Share Focus (2015) Convenience Store News [ONLINE] Available at: http://www.csnews.com/
product-categories/beverages/snapple-brand-refresh-coincides-market-share-focus?nopaging=1. [Last Accessed 2 Mar 2016]
2. Healthy Aspirations:The Disconnect Between Americans’ Desire for a Healthy Lifestyle and Actual Behavior (2014). Nielsen Data. [ONLINE]
Available at: http://www.nielsen.com/us/en/insights/news/2014/healthy-aspirations-the-disconnect-between-americans-desire-for-a-healthy-life-
style-and-actual-behavior.html. [Last Accessed 2 Mar 2016]
Pages 12-24
1. Forbes (2015).The Top 7 Online Marketing Trends That Will Dominate 2016 [ONLINE] Available at: http://www.forbes.com/sites/jaysonde-
mers/2015/09/29/the-top-7-online-marketing-trends-that-will-dominate-2016/#6b15147a4c04. [Last Accessed 2 Feb 2016].
2. Nielsen (2012). Hispanics in the U.S. Highly Active on Mobile and Social [ONLINE] Available at: http://www.nielsen.com/us/en/insights/
news/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html. [Last Accessed 2 Feb 2016].
3. CNN Money (2015).African-Americans propel prime time TV hits like ‘Empire’ [ONLINE] Available at: http://money.cnn.com/2015/01/28/me-
dia/empire-blackish-murder/. [Last Accessed 4 Feb 2016].
4. Business News Daily (2015). 4 Simple Ways to BuildYour Brand’s Community on Social Media [ONLINE] Available at: http://www.business-
newsdaily.com/8489-brand-community-social-media.html#sthash.X8tUblCD.dpuf. [Last Accessed 4 Feb 2016].
5. Statista (2015). Hispanic TV network viewership in the United States in 2015 [ONLINE] Available at: http://www.statista.com/statistics/250738/
hispanic-tv-network-viewership-in-the-us/. [Last Accessed 4 Feb 2016].
6. Statista (2016). Number of paying Spotify subscribers worldwide from July 2010 to February 2016 (in millions) [ONLINE] Available at: http://
www.statista.com/statistics/244995/number-of-paying-spotify-subscribers/. [Last Accessed 9 Feb 2016].
7. Screen Media Daily (2016).VeriFone Media To Lead Digital Gas Station Network In Partnership With Gilbarco [ONLINE] Available at: http://
screenmediadaily.com/verifone-media-lead-digital-gas-station-network-partnership-gilbarco/. [Last Accessed 16 Feb 2016].
8. Gas Station TV (2016). GSTV.Your MostValuable Media Impression [ONLINE] Available at: http://gstv.com/advertisers/. [Last Accessed 16 Feb
2016].
9.Ad Age (2015).What It Costs:Ad Prices From TV’s Biggest Buys to the Smallest Screens [ONLINE] Available at: http://adage.com/article/news/
costs-ad-prices-tv-mobile-billboards/297928/. [Last Accessed 16 Feb 2016].
10. Blue Line Media (2016). Gas Station Advertising in 150 Cities - Gas Pump Advertising Agency [ONLINE] Available at: http://www.bluelineme-
dia.com/gas-station-advertising. [Last Accessed 16 Feb 2016].
11. Bard Advertising (2015). Hispanic Marketing Trends for 2015 [ONLINE] Available at: http://www.bardadvertising.com/blog/hispanic-market-
ing-trends-2015/. [Last Accessed 16 Feb 2016].
12. Nielsen (2013).The African-American consumer 2013 report [ONLINE] Available at: http://nnpa.org/wp-content/uploads/2013/06/Afri-
can-American-Consumer-Report-2013.pdf. [Last Accessed 8 Mar 2016].
13. Cost Helper (2016). How Much Does Signage Cost? [ONLINE] Available at: http://smallbusiness.costhelper.com/signage.html. [Last Accessed
8 Mar 2016].
14. Media Cost (2016).African-Americans Top Media Users [ONLINE] Available at: http://www.mediapost.com/publications/article/244244/afri-
can-americans-top-media-users.html. [Last Accessed 8 Mar 2016].
15. SiteAd Wiki (2016). Pandora Advertising CPM Rate [ONLINE] Available at: http://www.siteadwiki.com/2014/03/pandora-advertising-cpm-rate.
html. [Last Accessed 8 Mar 2016].
16.Ad Age (2015). IAB: Digital Advertising Hits Record High of $27.5 Billion [ONLINE] Available at: http://adage.com/article/advertising/iab-digi-
tal-advertising-hits-record-high-27-5-billion/301006/. [Last Accessed 8 Mar 2016].
17. Factory 360 (2015). 4 Experiential Marketing StatisticsYou Should Know [ONLINE] Available at: https://www.factory360.com/4-experien-
tial-marketing-statistics-you-should-know/. [Last Accessed 15 Mar 2016].
18. Investopedia (2015).The (High) Cost of Advertising in Times Square [ONLINE] Available at: http://www.investopedia.com/articles/invest-
ing/022315/high-cost-advertising-times-square.asp. [Last Accessed 23 Feb 2016].
19. Quora (2015). How much does influencer marketing cost? [ONLINE] Available at: https://www.quora.com/How-much-does-influencer-mar-
keting-cost. [Last Accessed 18 Feb 2016].
20.Venture Beat (2015). Sources: Snapchat ad campaigns now start at $100K, down from $700K a year ago [ONLINE] Available at: http://venture-
beat.com/2015/11/20/sources-snapchat-ad-campaigns-now-start-at-100k-down-from-700k-a-year-ago/. [Last Accessed 18 Feb 2016].
21. Facebook (2016). How Much Do Facebook Ads Cost? [ONLINE] Available at: https://www.facebook.com/business/learn/how-much-facebook-
ads-cost. [Last Accessed 18 Feb 2016].
22.Ad Week (2016).What $4.5 Million Could Buy If Spent on Social Ads Instead of Super Bowl Spots Digital’s premium placements look like a
bargain compared to TV [ONLINE].Available at: http://www.adweek.com/news/technology/what-45-million-could-buy-if-spent-social-ads-instead-
super-bowl-spots-162485. [Last Accessed 18 Feb 2016].
23. Quora (2015).What is CPM for Spotify? [ONLINE].Available at:https://www.quora.com/What-is-CPM-for-Spotify. [Last Accessed 1 Mar
2016].
24. Journal of Advertising Research (2002).Why Brands Grow [ONLINE].Available at: http://www.defeodesign.com/websites/BaldingerSolomon/
published/why_brands_grow.pdf. [Last Accessed 17 Mar 2016].
25. WebpageFX (2016). How to Roll Radio Spend into Pandora and Spotify [ONLINE].Available at: http://www.webpagefx.com/blog/marketing/
how-to-roll-radio-spend-into-pandora-and-spotify/. [Last Accessed 17 Mar 2016].
26. CBC Radio (2015). Show Me The Money:The World of Product Placement [ONLINE].Available at: http://www.cbc.ca/radio/undertheinflu-
ence/show-me-the-money-the-world-of-product-placement-1.3046933. [Last Accessed 17 Mar 2016].
27. Business Insider (2014). Millennials Use Coupons More Than Their Parents [ONLINE].Available at: http://www.businessinsider.com/millenni-
als-use-coupons-more-than-parents-2014-3. [Last Accessed 17 Mar 2016].
28. USA Today (2016).Walmart taking over development of its gas stations [ONLINE].Available at: http://www.usatoday.com/story/mon-
ey/2016/02/04/walmart-to-operate-own-gas-stations-going-forward/79809480/. [Last Accessed 17 Mar 2016].
29.The Realtime Report (2014). Social Networking Stats: Millennials Are 56% More Likely To Find Brand Content On Social Networks [ON-
LINE].Available at: http://therealtimereport.com/2014/06/06/social-networking-stats-millennials-are-56-more-likely-to-find-brand-content-on-so-
cial-networks/. [Last Accessed 17 Mar 2016].
30. MarketWatch (2015). 3 stocks for the age of millennial moms [ONLINE].Available at: http://www.marketwatch.com/story/3-stocks-for-the-
age-of-millennial-moms-2015-05-11. [Last Accessed 17 Mar 2016].
31. USA Today (2014).‘Multiculturals’ are music’s new mainstream, study says [ONLINE].Available at: http://www.usatoday.com/story/life/mu-
sic/2014/08/11/nielsen-data-says-multicultural-fans-drive-music-trends-impact-earnings/13883269/. [Last Accessed 17 Mar 2016].
32. 2014 Thumbnail Media Planner:Advertising Rates and Data (2014).Available at: https://books.google.com/books?id=7JvYngEACAAJ&d-
q=the+2014+thumbnail+media+planner&hl=en&sa=X&ved=0ahUKEwjTtM2p8tTLAhXLbj4KHT-hDYYQ6AEIKjAA. [Last Accessed 8 Mar 2016].
Great flavor should be recognized, and Snapple users have
plenty. Bringing together this diverse group of vibrant,
passionate people is the key to increasing Snapple’s volume
sold in the the United States. Our campaign reminds users of
Snapple’s unique flavors and gives them platforms to rave about
the brand. Connecting isolated voices guarantees they will be
heard, it’s time Snapple users came together #AllInFlavor.
CONCLUSION & CITATIONS
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