Snapple

My role: creative strategy, design, research, speaker

Problem

Despite Snapple's high levels of market success and brand loyalty in their "Heartland" (Northeast of the United States), Snapple faces a major problem with its purchase frequency and brand awareness outside of the region. My team was asked to solve these issues by creating a holistic integrated marketing campaign.

Key Insight

With the current health-conscious trend, this may explain why Snapple is ranked fourth place in both the tea and juice drink categories. Snapple will need to find a new creative strategy in order to grow its overall performance.

Snapple Final Presentation

Snapple Final Presentation (1)

Snapple Final Presentation (21)

Snapple Final Presentation

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Solution

Based on our secondary and primary research, we believe 18-24 year old college students and young professionals, including both males and females should be the target audience for Snapple's new campaign. This group wants a beverage that is convenient and customizable. Thus, we feel "Take on the day with Snapple" works best as the new tagline because it positions Snapple as an essential part of the consumer's day and has the power to change our target audience's day for the better. We would implement the creative executions without interruptions in our consumer's day, primarily on digital and internet media to effectively reach our tech savvy target audience. For these creative executions, messaging will be frequency based in the Northeast and reach-based outside the Northeast.