Meet Our Agency

Sarah Blanco- Design Director

Sarah is from Alexandria, Virginia and a sophomore at Radford University. She is majoring in Media Studies and minoring in Art with a concentration in Graphic Design. She hopes to someday work at a major Graphic Design company in Charleston, South Carolina.

Kitty Powers- Creative Director

Kitty is a junior at Radford University from Fairfax, Virginia. She is majoring in Communications with a focus in Public Relations, and hopes to one day work for a PR agency or in event planning.

Thea Robinson- Account Director

Thea is a junior at Radford University from Falls Church, Virginia. She is majoring in Media studies with a concentration in advertising and a minor in marketing in hopes of working for an advertising agency eventually becoming the account executive.

Rachel Smith- Strategic Marketing Director

Rachel is a senior at Radford University from Fairfax, Virginia. She is majoring in Communications with a focus in Public Relations and a minor in English. She is currently completing an internship with Radford’s Department of Student Activities. In the future, Rachel hopes to be the head of Disney’s Publicity department.

Ty Wright- Media Account Director

Ty is a senior at Radford University from Manassas, Virginia. He is majoring in Media Studies with a focus in Advertising. He hopes to one day not just work for an ad agency but also advertise for large events across the country and dabble in multimedia campaigns.

Table of Contents

Meet the team                                                                                1 - 3

Table of contents                                                                                  4 - 5

Secondary Research:                                                                        6                                              

     Client history                                                                             7

    Consumer background                                                                 8

    Competition                                                                                9 - 10

    Category overview                                                                      11

Situation analysis:                                                                            12

Strengths                                                                         13                                                                      

                Problems and opportunities                                                     14 - 20

Primary Research:                                                                           21

                Survey                                                                                    22 - 26

                Survey analysis                                                                       27

         Survey insights:                                                                     27

                  Focus Group Agenda                                                     28

                  Focus Group Analysis                                                      29 - 30

                   Focus Group Insights                                                     31

                Personal Interview                                                             32

                James                                                                             32

                    Kyle                                                                     33

                    Emily                                                                     34

                Friendship Group interview                                                     35

Target Segmentation                                                                     36

                Demographics                                                                     37

          Geographics                                                                     38

          Psychographics:                                                                     39

                            Consumer Profile (Outgoing Olivia)                     40

                            Consumer Profile (Social Steve)                             41

                            Consumer Profile (Relaxed Rosie)                             42

Creative Brief:                                                                              43 - 49                  Strategy/tactics                                                                     50 - 52

                Partnerships                                                                     53

Guerrilla Marketing                                                                     54

Cause Marketing                                                                     54

Media Spending:                                                                             55

                Flow Chart                                                                     55

Budget                                                                                     55

Secondary Research

History

Consumer Background

According to various studies Snapple tries to stand out from the crowd and raise awareness by being “natural, real, and personal”. This can be seen by their “real facts” trademark. The insides of the bottle caps are printed with random true facts that are numbered which gives a personal relationship to the consumer by sharing a neat fact with them when they open their drink. “100% Natural” and “Made from the Best Stuff on Earth” are Snapple slogans that let the consumer know how natural their beverage is.

•In addition to their slogans, in the early 90’s Snapple had “Wendy, the Snapple lady” featured in their ads to help establish the brand and generate consumer interest. Their “real facts” on the inside of the bottle caps would not become a thing until 2002 and recently they have used this trademark of theirs in a new way. Now consumers can simply text REALFACTS to 762775 and receive “real fact” texts on their cell phone.

•Snapple’s target audience has been identified in studies as health-conscious consumers with a youthful attitude. They try to not lean too far in either direction, meaning that they don’t want to be seen to consumers as a beverage for only health crazed athletes or for idle lazy people who don’t take anything seriously. Their consumers are those who look for a healthy alternative beverage they can enjoy on the go in between activities that is sensual, soothing, and stimulating.

•To the right is an example of one of Snapple’s heavy user consumers who participated in their #LOVESNAPPLE social media event. Tanisha exhibiting the “youthful attitude” that Snapple consumers are said to have has made a hairstyle for her friend using a Snapple bottle. This funny and silly act represented how much she loves Snapple and is the relationship between consumer and brand.

Competition

Snapple:

• Dr. Pepper-Snapple
• Targets men and women

• 18-49

Arizona:                                    

• Self-Owned
• Targets teens and college students

• Cheap and provides great flavors.

• Revenue

• $300 million

Gold Peak:

• Owned by Lipton Pepsi Company
• Targets

•  families

• Revenue

• $595 million

Category  

• Snapple’s website shows that their two main categories of production are tea and juice drinks with subcategories of regular and diet. Snapple even has branched out into the beverage categories of lemonade, grapeade, and even bottled water. Their canned beverages and water fall into the category of “other” while everything else is typically classified under tea or juice.
  
• Despite the tea category being Snapple’s best seller nowadays, back in the early days of the brand the apple juice and other fruit juice categories were the top sellers. However in 1987 Snapple launched their iced tea category due to demand for a summertime drink. Within a couple years there was an unanswerable demand for the iced tea products and by 1993 one half of revenue came from iced tea drinks. Also in the same year they had more than doubled their sales from the previous year for the third time in a row.
  
• The success prompted Snapple to release even more flavors to tea and juice categories including Mango Tea, Pink Lemonade, and diet versions of established flavors.
  
  
• Nowadays the average yearly Snapple trademark volume is roughly 35 MM cases. One “case” is equal to eighteen 16 oz. glass singles or three 16 oz. 6-pack glass packages. Seasonality is a factor too with tea categories peaking in the summertime.
  The distribution channels for Snapple products break down as follows (Grocery 55%, Convenience 25%, Walmart 10%, Club 6%, Dollar 2%, and Mass 2%)
  

Situation Analysis

Snapple’s Strengths

Snapple has been around for 44 years, and they continue to rise steadily. They have repeatedly said that their brand consists of a unique personality, which is believable to their heartland consumers. Those heartland consumers make up most of their loyal consumer base, but not all. The rest of their loyal consumers, are those who have loved Snapple since the beginning and start of their company.  Snapple is easily recognizable for two reasons. One being that they produce “Real Facts” on the back of the bottle tops. The other being because of how many different tea flavors are available. As of 2015 Snapple was in the Top 5 of the Tea and Juice Drink category.

Problems

Threat - Competition: Arizona

Don’t have a strong enough target

42 grams of sugar in each bottle, conflicts with being “The Best Stuff On Earth”

Lack of a representative icon

No USP anymore

How Snapple Became the MySpace of Drinks

Opportunities

Seasonal Hot Tea

It’s their version of Starbucks seasonal drinks. Sold during the winter months at the nearest 7/11 in the hot drink section. The options would consist of green tea and a lemon tea flavor.

 Juice Box 

To introduce kids to the brand. If they grow up with Snapple they are more likely to buy it as an adult and for their families. For safety purposes of keeping kids from dropping glass bottles, this will be a nice and easy alternative for children as well as parents.

Alcohol content Snapple Juice

For those adults who like tea drinks, but would like to see it have some zing to it. These would be sold at the nearest 7/11, CVS, Rite Aid,  and grocery stores. At the local ABC store there will be a sample booth in the front of the store that has the new alcohol content Snapple Juice.

Throwback Design

To bring awareness to those who liked how Snapple used to be, and try to get those consumers back to buy more Snapple products. It could catch their attention in the stores when they see it and remind them of good times from 30 years ago.

Skateboarding & Snowboarding competitions

To be one of the sponsors at these events, and also sponsor some of the athletes that will be competing. There would also be a product toss and some free giveaways. As well as free samples from a Snapple drink bus.

Music Festivals

This coincides with our geographical phases to college towns by having concerts at different universities as well as major festivals around the country. Here is where the alcohol content Snapple Tea would be sold in bottles and also provide free give-away samples.

Celebrity Endorsements

Ellie Kemper was chosen because she had a role on The Office which was during its running time and described as a quirky show. Kemper also had the west coast look of relaxed, healthy and energetic.

Danny McBride has always played the most outrageous and witty character, in shows like Eastbound and Down and movies like Pineapple Express. We chose him for the south region because he is very vocal and because he can draw a lot of attention to an area that is quite far removed from the heartland.

Neil Patrick Harris has been the host of many award shows and has starred in countless television shows like How I Met Your Mother. He was chosen for the east because, like Broadway, he is very charismatic, and that would fit well with how Snapple describes its brand.

Primary

Research 

Surveys Completed: 143

• Shared through various media

 Survey Questions:

1. Are you male or female?
2. Age
3. Ethnicity
4. What factors are most important to you in your purchasing decisions?
5. On average, how often do you purchase tea products?
6. What would you be more inclined to buy? (bottle, can etc.)
7. Snapple has thought of themselves as being quirky and unconventional, do you believe they have done a good job?
8. If you were to buy a tea or juice product, which of the following would it be?
9. If you chose Snapple, what was your reasoning behind your decision?
10. Do you prefer regular or diet when purchasing tea or juice drink products?

11. What would you think about Snapple having a hot tea option?

12. If you were to choose Snapple’s newest flavors what would it/they be?

Survey Results

• Male or Female? 

• How old are you?

• Most important factors when purchasing

• Favorite packaging?

• Is Snapple quirky and unconventional?

• What tea/juice drink would you buy the most?

• Reasoning behind purchasing of tea/juice drink

• What would you think about Snapple having a hot tea option?

• Snapple’s newest flavors

Insights

• Almost half consider price most important, taste and health benefits too
• Glass bottle remains popular, plastic over cans
• Arizona is huge competition
• Snapple earns its “quirky” brand positioning, still works for them too
• Look of packaging = little to no effect on purchase decision. Not much enthusiasm for hot tea idea.

Focus Group Agenda

• Blind taste test of Snapple, Arizona, and Gold Peak products

Focus Group Exercises

Blind taste test of Snapple, Arizona, and Gold Peak products

Sampled three rows of products, one row at a time

Row 1: Sample A- Arizona (Mucho Mango), Sample B- Snapple (Peach Tea)

Row 2: Sample C- Arizona (Arnold Palmer), Sample D- Snapple (Apple), Sample E- Gold Peak (Green Tea)

Row 3: Sample F- Arizona (Sweet Tea), Sample G- Snapple (Kiwi Strawberry), Sample H- Gold Peak (Sweet Tea)

Was asked questions in order to give us specific feedback on them

Through this we learned what products were favored and which ones were disliked

Word Cloud

Focus Group Insights

• Preferred Glass Bottles
• Preferred Tea
• Too much sugar
• No advertising

Personal Interviews

James Cardenas, 22

Senior

Heavy Juice Drink User

Who do you feel Snapple is trying to target?

 people my age who are a little bit healthier and more

“The first thing I think of when I think of Snapple isn’t really their personality it is the glass bottle and the pop when you twist off the cap.”

Interview #2

Kyle Perdue, 21

Junior

Heavy Tea User (depends on mood)

“When I buy tea or juice drinks it mainly depends on my mood, for example when i am tired or sad I drink more hot or cold tea.”

Interview #3

Emily Bennett, 20

Junior

Light Tea Drinker

“Yeah I think Snapple is great, but it just feels like it is trying too hard to connect with me.” 

Friendship Group Interview

Sarah Semendinger, 20, Sophomore

 Kirsten Guy 22, Senior

Meghan Virostek, 19, Sophomore

Medium Tea Users

“Snapple is that brand you know is  available but isn’t your first choice because you don’t really know what that brand is about.”

Target

Segmentation

Demographics

• Adults ages  18-24
• Male and Female
• All ethnicities
• Income: 15,000+
• Current College Students  

Geographics

• College towns
• Coasts because more people are willing to try things.
• The East first to build up the heartland.
•  Then to the south to push more tea products.
• Finally to the west to reintroduce many of Snapple’s flavors.

Psychographics

• Favors taste and quality over popular choice.
• Lives life at a faster more active pace than most, but not stressful.
• Has a contagious type of peppy personality that others enjoy being around .
• Takes things in a “go with the flow” sort of attitude.
• Has a quirky side.

Outgoing Olivia

TRAITS

• First to buy tickets for any concert competition
• Go-getter of friend group
• Healthy
• Always on the go

Olivia is a 24 year old female, who is the type of person who constantly makes herself busy. Since she is so busy, she likes the fact that Snapple is the most conveniently healthy choice that could be taken on the go. Olivia is also the type to try different foods and drinks, so she likes the fact that Snapple has many flavors.

Social Steve

TRAITS

• The first on social media
• Large follower base
• Promotes products on all social media platforms
• Always talks about new and different juice drink products

Steve is a 21 year old, who is still in college. He is constantly on Twitter, Facebook, Instagram, etc. sharing and following his favorite products online. He is also, always recommending the products he likes the most, to his friends and family. Although he shares food videos, his favorite thing to share with others is new flavors of juice drinks products. His favorite so far, is Snapple.                       

Relaxed Rosie

TRAITS                                                    

• Very into yoga

• Healthy Lifestyle

• Loves the outdoors

• Has a bohemian look

(hippie style)

Rosie is a 23 year old female who is very much into health routines and yoga classes. She loves the outdoors and tries to get outside whenever she can. She is always looking for the next best thing to drink besides water, and flavored water. She came across Snapple, and liked it instantly. She loves Snapple because she hates soda and all of the bad carbs, sugar and calories that are in it. So, she chooses to buy Snapple tea because this type of tea fits her lifestyle.

Creative Brief

Problems

• Associated with sugary drinks and not seen as healthy
• Regional brand
• No awareness of flavors
• Client perception and consumer perception are different
• Premium Price
• Glass Bottle packaging

Client Objectives

• 6 Months
• Roll out of flavors
• Increase percentage of tea from 3.8% to 8%
• Increase percentage of juice drinks growth from 20.9% to 30%

Communication Objectives 

• 12 months

• Associated mind of consumer with healthy

• National brand recognition

• Level of awareness close to heartland

Target

• 18-24 (College aged)
• Gender Inclusive
• Income: $15,000+
• All ethnicities
• Current College Students

Insights

• Healthy Lifestyle
• Always on the go
• The first on social media
• Innovators

Consumer Insights

• They want an affordable, convenient drink.
• Want the best quality out of juice drink and tea category.
• Brand popularity does not matter to them.
• They want packaging that fits their lifestyle.
• Willing to pay Snapple’s premium price for better quality.

The Big Idea

One sentence idea:

 Want to make Snapple great again .

Tagline:

        SNAP! Guess who’s back?

Spokesperson:

        East-  Neil Patrick Harris

        South- Danny McBride

West- Ellie Kemper

Why should they believe it?

There are multiple reasons why many consumers should believe that the Snapple brand is better than their competitors. The Snapple company stands out against its competitors because they have a unique personality. This unique personality comes through our new tagline that we created. Snap! Guess who’s back. Snapple also thinks ahead of the consumer, and not just in the moment. Not only do they think ahead, but they take the consumers opinions and messages and puts them into action. With the current companies that we are going to partner with, they reflect our beliefs and brands that people look toward, and love.

Context for the Message

Upbeat, positive, funny, light-hearted, more mainstream and quirky.

Multi-media campaign Commercials, radio spots, new print ad.

Partnerships 

Corning Gorilla Glass

For our first partnership we wanted to create a way in which we could honor our clients who love the uniqueness of Snapple’s glass bottle yet fear it might not fit into their lifestyle. Corning Gorilla Glass creates unbreakable glass so people lose the fear of breaking their drink.

Cause Marketing

The Dr. Pepper-Snapple group already has great causes that are behind it for example, for the environment they are partnering with Keep America Beautiful  which promotes recycling and also for another cause they have teamed up with Kaboom whose cause is to help give every child in America a place to play.

With these causes we have also decided to partner with the Boys & Girls Clubs of America. This decision was made to keep up Snapple’s target market because you form opinions about brands when you are younger. 

Budget

Tv…….($10 million)

Radio…….($4 million)

Print…….($5 million)

Celebrities

        Ellie Kemper ($2 million)

        Neil Patrick Harris ($2 million)

        Danny Mcbride ($2 million)