Meet the team

Lindsey MillerCampaign Director

Kaylan Ward Account Executive

Ryan Begley Research Director

Dainelis RodriguezSecondary Research Director/Copywriter

Ashley Lafreniere Media Planner

Dionella Gallo Media Planner

Kevin BarryResearch Team

Kristina Aranilla Research Team

Alex BrunetteCreative Team

Minnda FulmerCreative Team

Justin Aledia Creative Team

Lauren GherardiCreative Team

Mission Statement At Premier Solutions we strive to help your business burst from the

crowd by creating efficient, effective and compelling campaigns.

Philosophy Our philosophy is to provide first-class insights that will greatly promote

our client’s ideas. We go above and beyond standards to deliver campaigns that define success.

SloganNumber One in Making your Ideas a Reality.

About Premier

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The ObjectiveThe Premier Solutions team was asked to create an integrated 2017 holistic marketing campaign to grow Snapple volume in the US. Our objective is to create strong consumer affinity for Snapple in the Northeast, increase purchase frequency in heavy users, and increase brand awareness outside of the Northeast to drive trial and ultimately grow Snapple volume. Our target audience are millennials be-tween 24-36 year olds, with a bullseyes on 30 year old.Our goals are to grow heavy user buying rate from 9x to 10x per year within the Heartland. Convert high awareness to top of mind brand awareness. Grow light users buying rate from 1x to 3x per year.

The Challenge Snapple has high brand awareness and are beloved in the Northeast, which it calls its “Heartland”. Almost half of Snapple’s annual volume is from the Heartland alone. The Challenge is increasing brand awareness in people outside of the Heartland. We also need to get non-Heartland consumers to try Snapple to grow volume. We also have to get Snapple’s most loyal consumers to purchase more Snapple. The non-heartland people are aware of Snapple, but only 15% have Snapple as their top Tea or Juice drink consideration.The RTD Tea and Juice category is very competitive and Snapple is in 4th place in volume perfor-mance. Competitors like Arizona and Lipton dominate the market category.

The SolutionOur research gave us insights on our target audience. When they think of Snapple, they think of drinking this sweet drink when they were younger. Snapple is nostalgic for them. These people also live busy lives and aren’t that health conscious. Premier Solutions has created a campaign to using our insights to reach our target audience of mil-lennials between the ages of 24-36. Our Target groups are Heavy Heartland users, Light Heartland users, Light Non-heartland users, and Non-Heartland Non-users. Our plan is to boast brand aware-ness and trial by using nostalgic, quirky and comical advertising. This will include promotions at festi-vals, outdoor, internet, radio and television media. Our strategy to boost brand awareness and grow Snapple volume will be executed by positioning Snapple as the go-to beverage that takes you back to sweet moments in your life. We will engage our target by using interactive social and digital media. The campaign will spark consumers’ memories of sweet moments with Snapple. Our target audience grew up in the 90s, so we have incorporated that into our campaign. They will be given an incentive to share their Snapple memories online with the hashtag “#MySnappleMemories”.

Category Statistics• Snapple is a component of the Liquid Re-

freshment Beverage (LRB) category, particu-larly within the ready-to-drink (RTD) tea and juice drinks segments

• Sales: The LRB category generated $1,079,200,000 in 2014

• Volume: Increased to 2.2 % in 2014

Legal Trends: Snapple 2011 Lawsuit• Snapple was sued over deceptive “all natural” print on beverages• Consumers were upset because of the high fructose corn syrup• Snapple won due to the FDA’s unclear definition of “all natural”

INdustry analysis

Cultural Trends: Health and Convenience• An increase in health conscious consumers• Consumers want easy, quick and accessible

beverages

Technological Trends: Eco-friendly Bottles• Coca-Cola Co., bottles made of 30% plants• Pepsi Co., bottles made of paper fiber

Strengths• Price and value• #1 in the tea and juice industry• Variety of flavors

Weaknesses• Minimal advertising• Declining sales in the past 3 years• May not be able to maintain 99 cent

price

Strengths• No artificial flavorings• Owned by Pepsico and Unilever• Great brand visibility

Weaknesses• High price

Strengths• Owned by Pepsico and Unilever• Variety of flavors

Weaknesses• Not a healthy option• Weak brand visibility

Strengths• Home brewed flavor• Owned by Coca-Cola

Weaknesses• High price

Strengths• Real leaves and sugar• Real brewed taste• Brand under Lipton and owned

by Pepsico

Weaknesses• High sugar content

com

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analysis

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• Hyman Golden, Leonard Marsh and Arnold Greenburg founded Snapple in Brooklyn, New York in 1972.

• Today, the company is owned by Dr. Pepper Snapple Group. It focuses on the parent company’s marketing strat-egy and vision.

Selection: • 14 different teas • 15 different juice drinks • 7 excluded to non-heartlandPopular flavors:• Peach Tea • Kiwi Strawberry Juice Drink • Snapple Apple Juice Drink • Diet Peach Tea

• Fun, quirky and unique Purposefully prints labels wrong:• Life’s a peach • Lemon large Seasonal beverages:• Lady LiberTEA • Fall Spice tea

• Building and enhancing our leading brands

• Pursuing profitable channels, pack-ages and categories

• Leveraging our integrated business models

• Strengthening our route to market • Improving operating efficiency

AccountableCustomer-centric Transparent and honest Inspect what we expect Own our decisions No blame fixing

S. W. o. T.Strengths

• High brand recognition• Branded

entertainment partnerships

• Strong brand equities

Weaknesses

• Low consideration • Outside of North

East• Discontinuing the

use of Wendy the Snapple lady

Opportunities

• Room for re-branding

• Tap into the health trend

• Increase social media awareness

Threats

• Competing brands promoting healthier beverages

• Price competition • Snapple lawsuit in

2011

Opportunities

problems

• LRB industry is a packed category with many competing brands

• Increasing health trend is causing consumers to change their taste and purchase behavior

• The main rivals, Coca-Cola Co., and Pepsi Co., recently entered the tea industry with brands heavily focused on tea benefits

• Lack of premier product positioning in retail outlets

• Tea and juice drink categories are expected to increase sales volume due to the health trend

• Increasing product innovation that meets the target markets change in behavior

• Increasing brand relevance through engagement tactics and drive trial will help eliminate competition

• Endorsing real-life people to drive up awareness and sales

Target

Audie

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• Heartland: Millennials between the ages of 24-36 who already drink Snapple and live busy lives

• Non-Heartland: Millennials between the ages of 24-36 who buy ready-to-drink teas and juices and live busy lives

• To establish Snapple as a go-to pick-me-up

• beverage for the target • audience• Grow brand relevance

in the Heartland through engagement

• Non-Heartland goal is to grow purchase frequency from 1x to 3x per year

• To convince: Target Audience

• To buy: Snapple Instead of other RTG beverages

• Because: Snapple is a refreshingly sweet drink made from all-natural ingredients

• Snapple provides an all-natural ready to drink option for people with busy lives that want a tasty pick-me-up.

Our target audience bases their beverage decisions on taste first.•They are moderately health conscious but prefer natural ingredients.•Live busy lives.•Target audience loves the sweetness of Snapple•Makes them feel nostalgic

• Comical, light-hearted and nostalgic

OBJECTIVE

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SUPPORT

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INSIGHT

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f•Made with all-natural

ingredients•Sweet taste

•Wide variety of teas and juices

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“…it has a sort of nostalgic quality.

Especially because it has tasted exactly

the same way that is has, let’s say, for

the last 17 year of my life.”

-Erika, 30

“It’s almost like a

treat.”Jacob, 34

“…caps with facts in them, from the 90s.”-Marie, 28

“I enjoy Snapple for Snapple.”-Adam, 28

“…it was available in my middle school

vending machine and it was always

prominently on display at the local deli.

Plus, everyone was always raving about

it so it just kind of happened.”

-Micheal, 28

“…it tastes r

eally good

and it’ll quenches yo

ur

thirst.”

-Bryan, 26

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Target AUdienceJerry - 32Heavy user from

heart-

land

zoey - 26Light Userfrom heartland

rachel - 30light user from non-heart-land

schmidt - 28

non user from non-heart-

land

• Started drinking Snapple at a young age and has never stopped. • His fridge is always stocked with Snapple, and no grocery run is complete without a couple of

Snapple six packs. • Snapple is Jerry’s go to drink anytime he needs a pick me up, or something refreshing. • He likes to stay fit, but isn’t necessarily obsessed with health trends. • He usually listens to Spotify and Pandora on his way to and from work, as well as when he’s

working out.• While he is a social media user, he usually sticks with Facebook and YouTube.• Started drinking Snapple when she was young, but started moving away from it as she be-

came older.• Most likely to buy Snapple in a bodega, deli, or convenience store. • She picks Snapple when she is feeling nostalgic and is in the mood for a treat. • Overall, Zoey doesn’t see Snapple as particularly relevant anymore.• Is just starting her career and takes it very seriously. • She most often stops for a Snapple on her way to work, or during her lunch break.• Heavy social media user, frequenting sited such as Facebook, Instagram, Twitter, YouTube,

and Pinterest.

• Snapple is not typically her first ready-to-drink beverage choice.• She usually buys other ready-to-drink teas at convenience stores.• She finds some Snapple flavors refreshing, but many others are too sweet.• She wants a drink that’s healthier than soda, but more flavorful that just plain water. • Social media user who frequents Facebook, YouTube, and Instagram.• Listens to music constantly, usually in the form of internet radio.

• Usually doesn’t drink much of any ready-to-drink beverages, instead opting for making his own tea at home.

• Sees Snapple as a drink for young children. • Takes his health very seriously, spending a decent portion of his free time working out.• When he does purchase ready-to-drink beverages, he goes for the healthier options with

either zero calories, or very low calories.• More likely to support a product that’s affiliated with a cause or a charity.• Just getting set in his career with plans of starting a family in the near future.• Heavy social media user, frequenting Facebook, Twitter, Instagram, and YouTube.

• Marketing Objectives: In the heartland, our mission is to expand Snapple’s brand rele-vance through engagement strategies and in-crease purchase frequency from 9x to 10x per year. In the non-heartland, our mission is to initiate product trial by converting our high user awareness (90%) to top of the mind awareness (15%) and increase purchase frequency from 1x to 3x per year.

• The heartland consists of the North Eastern part of the U.S. The non-heartland consists of the West, Midwest, South West, and South East.

• Marketing Strategy: To position Snapple as a sweet, all-natural beverage that reminds you of the simpler moments in life.

• Tagline: Making memories sweeter.

Marketing

Strategy

Marketing

Objectives

Media Plan/Schedule

Medium Jan Feb Mar Apr May Jun Jul AugNet TV-Prime

- Empire - The Big Bang Theory

- New Girl 3 3 3 3 3 3 3 3$(000) 1082.5 1082.5 1082.5 1082.5 1082.5 1082.5 1082.5 1082.5

Net TV-Sports - ESPN 1 1 1 1 1 1 1 1

$(000) 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0Spot Radio-Morning Drive

- Spotify - Pandora 1 1 1 1 1 1 1 1

$(000) 250.0 250.0 250.0 250.0 250.0 250.0 250.0 250.0Spot Radio-Evening Drive

- Spotify - Pandora 1 1 1 1 1 1 1 1

$(000) 250.0 250.0 250.0 250.0 250.0 250.0 250.0 250.0Outdoor

- Digital Billboards - Bus Wrap 1,308 1,308 1,308 1,308 1,308 1,308 1,308 1,308

$(000) 18.0 18.0 18.0 18.0 18.0 18.0 18.0 18.0Other Spot

- Promotional - Internet Ads N/A N/A N/A N/A N/A N/A N/A N/A

$(000) 1491.7 1491.7 1491.7 1491.7 1491.7 1491.7 1491.7 1491.7National Only Area

GRPS 4 4 4 4 4 4 4 4$(000) 1092.5 1092.5 1092.5 1092.5 1092.5 1092.5 1092.5 1092.5Reach 4 4 4 4 4 4 4 4

Avg. Freq. 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Spot Only Area

GRPS 1309 1309 1309 1309 1309 1309 1309 1309

Snapple Flowchart

SnappleFlowchart

Premier SolutionsTarget Demo: All Adults ages 18-34

$(000) 2009.7 2009.7 2009.7 2009.7 2009.7 2009.7 2009.7 2009.7Reach 87.9 87.9 87.9 87.9 87.9 87.9 87.9 87.9

Avg. Freq. 14.9 14.9 14.9 14.9 14.9 14.9 14.9 14.9Spot + National

GRPS 1313 1313 1313 1313 1313 1313 1313 1313$(000) 3102.2 3102.2 3102.2 3102.2 3102.2 3102.2 3102.2 3102.2Reach 88.2 88.2 88.2 88.2 88.2 88.2 88.2 88.2

Avg. Freq. 14.9 14.9 14.9 14.9 14.9 14.9 14.9 14.9

Sep Oct Nov Dec

3 3 3 3 GRPS: 361082.5 1082.5 1082.5 1082.5 COST: 12990.2

1 1 1 1 GRPS: 1210.0 10.0 10.0 10.0 COST: 120.0

1 1 1 1 GRPS: 12250.0 250.0 250.0 250.0 COST: 3000.0

1 1 1 1 GRPS: 12250.0 250.0 250.0 250.0 COST: 3000.0

1,308 1,308 1,308 1,308 GRPS: 1569518.0 18.0 18.0 18.0 COST: 216.0

N/A N/A N/A N/A GRPS: 01491.7 1491.7 1491.7 1491.7 COST: 17900.0

4 4 4 4 GRPS: 471092.5 1092.5 1092.5 1092.5 Cost: 13110.2

4 4 4 41.0 1.0 1.0 1.0

1309 1309 1309 1309 GRPS: 15719

Total Across

Snapple Flowchart

Target Demo: All Adults ages 18-34

2009.7 2009.7 2009.7 2009.7 Cost: 2411687.9 87.9 87.9 87.914.9 14.9 14.9 14.9

1313 1313 1313 1313 GRPS: 157673102.2 3102.2 3102.2 3102.2 Cost: 37226.2

88.2 88.2 88.2 88.214.9 14.9 14.9 14.9

MEDIA BUDGEtTotal $43,126,252

Television: Total in 12-month period: $13,110,252Empire: 17.6 million viewers / age 18-34Wednesday at 9 pm / 30-second spot / FOX NETWORK = $497,364 The Big Bang Theory: 16.4 million viewers / age 18-34Thursday 8 pm/ 30-second spot / CBS NETWORK = $348,300 New Girl: 3.8 million viewers / age 18-49 Tuesday 9 pm / 30-second spot / FOX NETWORK = $236,857 ESPN: 115 million viewers / age 18-49 Monday-Friday / 30-second spot / ESPN NETWORK = $120,000

Internet Radio: Total for 12-month period: $6,000,000Spotify: Age 18-49 / Morning 5am-7am / Evening 5pm-7pmTen 30-second spots $250,000 a monthPandora Radio: Age 18-49 / Morning 7am-3pm / Evening 3pm-7pm / One ad per hourMonday–Friday Morning / Saturday-Sunday Evening / 15 second spot / audio $250,000 / month

Outdoor Advertising:Total for 12-month period: $216,000The South // The NorthEast // The West // The MidWest(Miami, FL; New York, NY; San Francisco, CA; Minneapolis, MN) Billboards: Digital billboards / 8-second spot / ad will display 180 times a day / for a 4-week period /4 billboards = $180,000Bus Advertisements: 4 weeks / onebus per region = $36,000

Internet Advertising: Total for 12-month period: $5,900,000Facebook: Desktop Age 18-50 / reach a larger audience Total: $1,500,000Facebook: Mobile Age 18-50 / Canvas ad / targeted audienceTotal: $1,500,000Mobile app: Login / Iphone or Android / connects to website / app icon / planning / design features / infrastructure / testing / developmentTotal: 1,000,000 annuallyHulu: Premium show times / Video ad / 30-second video January 2017-December 2018 Total: $1,000,000 annuallyPinterest: Geo-targeted ages 25-34 / cinematic couponing linking customers to site for current coupons / Rich pins / En-gagement campaign from January 2017-December 2018 January-December: $400,000 annuallyBuzzFeed:4 Articles (lists, quizzes, custom photography/illustrations, ect.)308k guaranteed views, plus anticipated lift in earned media from organic sharing6-8 week flight $500,000 annually

Promotional: Total for 12-month period: $12,000,000The West // The Midwest // The South // The Northeast•Sales promotion with coupons for specific regions•Contest on social media platforms•Giving away free Snapple at local events in specific regions.•Free samples for distributionTotal per month: $1,000,000

Total For Production: $4,718,437 Direct Materials: $718,437 Direct Labor: $718,437 Manufacturing: $718,437

creativ

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TV: We targeted three specific shows that we know our target market is currently viewing. Empire, The Big Bang Theory, and New Girl are not only viewed by our target audience it also fits accordingly with our target’s personality type. These shows gener-ate 3.8 to 17.6 million views.

Promotional: We targeted four specific regions outside of the New York Heartland area. The West, The Midwest, The South, and The Northeast. These regions will stra-tegically receive free samples in distribution, have the Snapple Girls present at local events and festivals, and initiate contests on social media platforms.

Internet Radio: Who still listens to average radio? According to Spotify internet radio has been increasing yearly with 20 million subscribers and 75 million active users. We also included Pandora Radio as a high reach and high frequency medium for our target market.

Internet Advertising: We incorporated Facebook, Hulu, Pinterest, and BuzzFeed for their dynamic reach into our target audience. Social media is amongst the leading and up-incoming advertising mediums in the industry. Developing a social media pres-ence for Snapple is vital to its thriving brand. Outdoor Advertising: Americans spend more than 18 hours per week on the road. Why not add some Snapple to that routine? 72% of billboard viewers frequently or sometimes shop on their way home. Snapple’s best known for being found in conve-nience stores and at the grocery store an activity that is also done on-the-go or when going home.

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Internet Radio AdPandora and Spotify

“Sweeter Things in Life”

Snapple Jingle plays: I woke up a little later than I wanted toI ran out the door and I lost my shoes Forgot my breakfast on my car roof Need a pick-me-up so what should I do Ooh, Ooh remember when my life was easy Ooh, Ooh, I’ll open up a bottle of memories Ooh, Ooh The sweeter things in life I get to see Ooh Ooh, With the best stuff on earth

SFX: Snapple cap opens.

Announcer: Snapple. For the sweeter moments in life.

End.

Internet radio

Internet Ads

Television Commercial

Outdoor

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Evaluation After the campaign’s run and during the schedule, we will start evaluating if our

campaign strategy is working. We will do a mid-year evaluation to determine whether to make the plan stronger.1. Within the Heartland: Heavy User Strategy

• Grow Brand Relevance through engagement tactics with Heavy Snapple Users • Grow Purchase Frequency: Grow Heavy User Buying Rate from 9x to 10x per year

Conduct focus group sessions in the 2nd quarter to gain insight on what tea and juice is in our target consumers’ top consideration set. These groups will be conducted online and in person with our target audience of 24-36 year olds. Analyze ad impression by monitoring Designated Market Areas in the Northeast.

2. Non-Heartland: Light User Strategy • Drive Trial by converting our high Awareness (90%) to Top of Mind Brand Awareness (15%) • Grow Purchase Frequency: Grow Light User Buying Rate from 1x to 3x per year

Throughout the campaign run, we will conduct surveys online to see if our goals were accomplished. Consumers who take the survey will be offered Snapple coupons as an incentive, which will drive more trials of Snapple.Survey light users after the campaign’s run to see if they have raised their purchase rate to at least 3x a year. Track sales figures of the 1st and 2nd quarter in the Northeast. As well as major cities outside of the Northeast. We will monitor to see if they have in-creased.

Alesci, Cristina. PepsiCo’s ‘Pure Leaf’ brews growth for its tea business. CNN Money. 17. Apr. 2015. Web. 29 Jan. 2016.

Arizona Beverages- America’s No.1 Selling Iced Tea Brand. Arizona. n.d. Web. 30. Jan. 2016.

Bailey, Sharon. A guide to the non-alcoholic beverage industry. Market Realist. 20. Nov. 2014. Web. 29. Jan. 2016.

Be More Tea with Lipton’s new campaign. Unilever. n.d. Web. 29. Jan. 2016.

Bevnet. Coca-Cola’s Gold Peak Tea Becomes a Billion-Dollar Brand. Lexicon Branding. 10. Apr. 2015. Web. 27. Jan. 2016.).

Brisk Iced Tea enlists Darth Maul and Yoda for Star Wars promotion across U.S. and Canada. PepsiCo. 4. Jan. 2012. 30. Jan. 2016.

Brisk Iced Tea launches new campaign that’s ‘Not Half Bad’. PepsiCo. 6. Mar. 2014. Web. 30. Jan. 2016.

Bouckley, Ben. Pulp fact not fiction: PespiCo files global paper bottle patent. Beverage Daily. 10. Mar. 2014. Web. 27. Jan. 2016.

Brbaklic, David. Brisk Iced Tea Hits $1 Billion In Sales. Branding Magazine. n.d. Web. 27. Jan. 2016.

Coca-Cola Company. PlantBottle: Frequently Asked Questions. Coca-Cola Company 1. Jan. 2012. Web. 28. Jan. 2016.

Crawford, Elizabeth. Increased innovation needed to further drive tea sales in the US. Food Navigator. 30. Sept. 2015. Web. 28. Jan. 2016.Dr Pepper Snapple Group, Inc. SWOT Analysis.” Dr Pepper Snapple Group, Inc. SWOT Analysis (2015): 1-9. Business Source Complete. Web. 29 Jan. 2016.

Dr. Pepper Snapple Group Vision. Dr. Pepper Snapple Group. n.d. Web. 29. Jan.2016.

Dr Pepper Snapple’s marketing expenditure worldwide from 2008 to 2014 (in million U.S. dollars). Statista. n.d. Web. 29. Jan. 2016.

DyeDiet. Brisk adds three more chemicals to reduce calories. DyeDiet. 17. Mar. 2013. Web. 27. Jan. 2016.

Fry, Nicole. The Evolving Non-Alcoholic Beverage Landscape. First Bev. Mar. 2015. Web. 26. Jan. 2016.

Goggi, Peter, F.The Tea Association of U.S.A Inc. Tea Association of the USA Inc. 2014. Web. 29. Jan. 2016.

References

Jed, Emily. Study Finds Renewed Growth In Beverage Markets; Carbonated Soft Drinks Continue To Lose Share. Vending Times. 10. July. 2015. Web. 29. January. 2016.

Lipton Tea SWOT Analysis, USP & Competitors. Mbaskool. n.d. Web. 30. Jan. 2016.

Lipton® Tea. Lipton. n.d.Web. 30. Jan. 2016.

Moye, Jay.Gold Peak, Fuze Tea Join Coke’s Roster of Billion-Dollar Brands. Coca-Cola Company 5. Feb. 2015. Web. 29. Jan. 2016.

Neff, Jack. Lipton Uses Oscars (and Muppets) to Launch Global Campaign for Unified Brand. Advertising Age 26. Feb. 2014. Web. 28. Jan. 2016.

Snapple History. Snapple. n.d. Web. 26. Feb. 2016.

Snapple Case Study. National AAF Student Advertising Competition. 2015. Doc. 31. Mar. 2016.

Statistics and facts on non-alcoholic beverages and soft drinks. Statista. 2014. Web. 26. Feb. 2016.

Rubenstein, Abigail. Snapple Beats ‘All Natural’ Label Suit. Law 360. 24. Jan. 2011. Web. 27. Jan. 2016.