Embed Size (px)
Citation preview
Research 2
that’s the
STUFF!
Agency
421
Research 3Introduction 1
Research
Creative Manifesto
Campaign Strategy
Creative
Creative Evaluation
Media
Campaign Evaluation
The Pitch
28911
22232526
Grow Snapple trademark volume in the U.S by 7%
Grow heavy user buying rate from 9x to 10x per year by growing brand relevance from 50% to 75%
Grow light user buying rate from 1x to 3x per year by increasing top of mind brand awareness from 15% to 30%
Executive SummarySnapple, That's the Stuff!Waking up and realizing you can go back to sleep before your alarm... That's the Stuff! Getting to the buffet line as your favorite food is replenished... That's the Stuff! Flipping to a TV channel just as your favorite show comes back on... That's the Stuff! These little moments add a bright spot to everyone's day. Snapple's target, Everyday Optimists, notice and appreciate these moments, and they love Snapple for the same reason – it adds a little moment of delight to their days.
Recently, however, some Everyday Optimists have forgotten about Snapple's Best Stuff. They don't believe Snapple's "All Natural" claim, and as a result, the "Made From the Best Stuff on Earth" tagline is a source of skepticism. Additionally, Snapple's "Born in New York, Made for Everyone" campaign doesn't resonate with Everyday Optimists outside of the Heartland, and even native New Yorkers see it as a misguided use of Snapple's heritage.
The That's the Stuff campaign will remind Everyday Optimists what truly makes Snapple the best: the little things. From the pop of the cap, to the quirky Real Facts, to the wide selection of fruity flavors, the experience of drinking a Snapple is a little moment of delight that competitors can't recreate.
Heartlanders know what makes Snapple unique, but they need a reminder. Non-Heartlanders, who are less engaged with the brand, need more
encouragement to choose this delightful drink experience. To appeal to all Everyday Optimists, the That's the Stuff campaign compares the little moment of drinking a Snapple to an everyday little moment, like finding a match for every sock after doing laundry. In the Non-Heartland, executions will raise awareness of the Snapply experience and drive Everyday Optimists to feel it for themselves. In the Heartland, executions will further encourage purchase by leveraging the product equities that consumers know and love. The campaign will also redefine Snapple's tagline "Made From the Best Stuff on Earth," giving it a new meaning that is relevant and more credible.
By the end of the campaign, trademark volume will rise by 7% as Everyday Optimists across the nation experience the Stuff that makes
Snapple "The Best Stuff on Earth." They'll grab a Snapple, pop it open, and add a little moment of
delight to their days. That's the Stuff!
Table of Contents
The Objectives
Research 2Research 2
Research MethodologyAgency 421 spent 8 months conducting extensive research to understand why loyal Snapple drinkers love the brand, and to identify Snapple's weaknesses in the Non-Heartland. The team explored brand and consumer insights, provided support for the creative direction, and tested creative executions. Various research methods were used to answer the following three questions:
What is Snapple's problem?
2
5,042 RESEARCH IMPRESSIONS
Why do loyal Snapple drinkers love Snapple? How can Snapple differentiate itself?
• Why is Snapple number four in volume sales in the ready-to-drink tea and juice category?
• Why do Snapple sales in the Non-Heartland trail those in the Heartland?
• Who is the loyal Snapple drinker?• What do they love about the brand?• How does the brand fit into their daily lives?
Research Findings
1 3
• What sets Snapple apart from the competition?
• What can Snapple own in the category?
Research Findings Research Findings• Snapple lacks brand relevance • Consumers are skeptical of the "Best Stuff
on Earth" tagline and "All Natural" claim• There is a significant lack of flavor
availability in the Non-Heartland
• Snapple's product equities combine to create a delightful drinking experience in the RTD tea and juice category
• The Snapple experience resonates with the Everyday Optimist
• Snapple can't compete on health and all-natural claims
• Snapple can own the satisfying consumption experience that adds a little moment of joy to consumers' days
15FOCUS
GROUPS
11TASTE TESTS
39AD CONCEPT
TEST SUBJECTS
97FREE
ASSOCIATION TESTS
10CONSUMER
DIARIES
3,397SURVEY
RESPONDENTS
430 1-ON-1
INTERVIEWS
338SECONDARY RESOURCES
16FACEREADER
SUBJECTS
150SOCIAL MEDIA RESPONDENTS
3SOCIAL
EXPERIMENTS
24HOURS OF IN-STORE
OBSERVATION
3iRESEARCH
FOCUS GROUPS
100DIALSMITH
AD TESTING SUBJECTS
Research 3
Snapple’s Problems To better understand why sales in the Heartland (HL) far exceed those in the Non-Heartland (NHL), research was conducted to uncover barriers to purchase among Snapple's light users.
SUPPORTFINDINGS TAKEAWAYS
Chose Snapple in a blind taste test
Of HL consumers have purchased Snapple in the past 3 months
Of NHL consumers have purchased Snapple in the past 3 months
Don't perceive the "All Natural" claims to be credible
"When I buy tea, I don't buy Snapple, but it was actually my favorite." - Drew, 21, PA
"My perception is that it's old–it's got some dust. Snapple used to have more of a personality and it's kind of faded." - Josh, 44, VA
"Snapple seems less healthy, even if competitors have a lot of sugar too." - Jack, 19, MA
"To me it just seems like fluff."- Marcelo, 22, TX
Consumers prefer Snapple in a blind taste test.
Snapple is a forgotten beverage. It seems outdated to consumers...
AND
Due to perceptions of Snapple as a "sugary" drink, the "all-natural" messaging is causing skepticism.
The "Made from the Best Stuff on Earth" tagline has high salience, but low credibility.
It's not a product problem; it's a perception problem.
Snapple should shift focus away from claims of all-
natural ingredients.
Snapple has an opportunity to give new meaning to the salient "Made from the Best
Stuff on Earth" tagline.
It is critical to refresh Snapple in a way that is
relevant to consumers and authentic to the brand.
Takeaway:Snapple's teas and juices are well-liked, but the brand's current position and messaging is causing skepticism. By shifting focus away from ingredients and redefining the "Made from the Best Stuff on Earth" tagline, the That's the Stuff campaign can breathe fresh life into the brand.
64%
75% 64%
Recognize the tagline
Do not believe it
45% Chose Snapple in a branded taste test
42%
Brand favorability after seeing the "Born in NY, Made for Everyone" spot
"For someone to say "We're New Yorkers, we're going to show you what [Snapple] is all about," as an Iowan, I am offended." - Lauren, 27, IA
...the current focus on Snapple's New York roots is not helping. 13%
23%
"Natural ingredients, I'm not sure I trust it." - Ben, 34, NY
"This is a trick to make me think that it's healthy or not so bad for me." - Dave, 32, GA
63%
Research 4
Everyday Optimists are not health nuts, but they appreciate the little things in life – like Snapple. They smirk to themselves when the universe throws them a small victory or a happy coincidence. For them, the glass of Diet Trop-a-Rocka tea is always half full.
Who Are the Everyday Optimists?
TOTAL TARGET:
100.7 M
Jayden - Young Profesional
Gets up on the right side of the bed, drool-free AND without bed head. It's a wonderful day from the start.
Off to class, and she's delighted that there's an open seat next to her longtime crush. The stars aligned!
Arrives home to find that Amazon delivered her adult coloring books. She does a happy dance before sitting down to get creative.
Books flight for Spring Break in Austin and snags the last aisle seat. Carrie smiles at the thought of seeing Icona Pop at South by Southwest.
9AM Snags the last everything bagel at the deli, and the cream cheese spreads perfectly. He smiles because breakfast just went his way.
Arrives at the office, and the elevator goes straight to his floor with no stops. He smirks to himself as he steps through the doors.
After a long presentation, he gets a high-five from the boss – complete with a perfectly satisfying clap sound.
Preps materials for client, and there's no line at the copy machine. Throws up a silent fist pump.
Drives kids to school and squashes a fight between her kids with a perfect Spongebob reference from behind the wheel. That's a win for Marissa!
Goes grocery shopping and a new check-out lane opens up just in time. She has a pep in her step as she glides out to the car.
Rocks her 2-year-old to sleep and tucks him in without waking him up. She smiles and silently accepts the Best Mom in the World Award.
Heads to bed with the new Tina Fey novel, and doesn't have to set an alarm for Saturday. That's bliss.
Takeaway:Across geographies, life stages, gender identities, and races, Everyday Optimists find the fun in their days in different ways. The little moments in life happen to everyone, but Everyday Optimists are the ones who notice them. Snapple can appeal to this mindset.
Carrie - Student
with only 34.2M currently drinking Snapple
Age: 18-24Size: 21.5M
Age: 25-34Size: 32.5M
Age: 35-49Size: 46.6M
10AM
1PM
6PM
7AM
8AM
1PM
3PM
8AM
5PM
7PM
11PM
Marissa - Parent
Research 5
What Sets Snapple Apart?To create a campaign that resonates with Everyday Optimists and leverages Snapple's strengths, research was conducted to determine why Snapple enthusiasts love the brand and what sets it apart from the competition.
When asked what they liked about the brand, consumers repeatedly mentioned the equities unique to Snapple in unaided recall.
"The cap is the first thing I think about with Snapple because it's unique. Tropicana just doesn't have that pop!" - Claudia, 33, NY
Brand Opportunity :Snapple's product equities, including the glass bottle, the variety of flavors, and the "pop" of the cap, join together to create a delightfully satisfying beverage experience that other brands can't offer.
GLASS BOTTLE: VARIETY OF FLAVORS:
People are looking for variations, and Snapple has so many flavors with tea and juice.- Kyle, 21, NY
When I think of Snapple, I think about the sound when you open the bottle.- Siobhan, 29, VA
“
"
I like the glass bottle. It feels more significant. I'll keep it with me all day.- Sasha, 18, VA
"Snapple's abundance of flavors helps me switch up my day. I feel like Brisk doesn't do that."- Chris, 46, VA
79% 66% 60%
"I like the glass bottle better than the Arizona can. I like the fun fact – the little pop sound. It's special." - Kaley, 21, CO
Everyday Optimists noted how Snapple equities create an inherently different experience than competitors.
“
"
“
"
"POP" OF THE CAP:
Research 6
Snapple is a Little Moment
Hypothesis:Snapple is a bright spot in the target's day that creates a little moment of happiness. Drinking a Snapple evokes the same feeling as other little moments, such as popping bubble wrap, or catching a candy in your mouth on the first try.
Research concluded that the experience of drinking a Snapple is delightfully different from the competition. But what about this difference was so important to consumers? Could unique product attributes be leveraged to create an emotional bond between consumers and the Snapple brand?
Agency 421 explored this emotional connection with the brand by identifying other little moments in people's days and determining whether they evoked a similar feeling to opening and drinking a Snapple.
"Little things, like having a particular flavor out of a large variety, provide a feeling of satisfaction. Also, the feeling of a popping cap is another little moment." - Daniel, 22, VA
In-Person Focus Groups
Snapple is a bright spot in Everyday Optimists'
days
iResearch Focus Groups"Snapple has a huge variety of flavors, so if you are really craving a certain taste, it could make it a memorable moment for that day." - Stephen, 19, NJ
Store Intercepts"I treat myself with a Snapple when the day is already going well. It's like 'you know what would make this day even better?' And not like with the big things." - Emily, 20, VA
"Snapple is refreshing and makes you feel good like one of those moments in your day." -John, 21, NY
1-on-1 Interviews
Is drinking a Snapple equal to that "woohoo!" feeling of hitting all the green lights, finding a forgotten $5 bill in a coat pocket, or stopping the gas pump on a full dollar? Could we scientifically prove that Snapple provides the same delight as these little moments?
"Snapple tastes the best to me when the consumption is spontaneous... It's most satisfying when it's out of the ordinary and exciting – a treat." - Lauren, 23, FL
Consumer Diaries Consumer Insight
Research 7
Only Snapple Can Own Little MomentsTo prove that people react to Snapple in the same way they react to the little moments in life, Agency 421 designed a Noldus FaceReader experiment.
Aha! Moment :People respond with delight to the little moments in life. Opening a Snapple bottle elicits a similarly positive response that competitors can't replicate. Only Snapple can own these little moments.
In the experiment, participants were presented with several examples of everyday little moments, like winning a game of rock-paper-scissors or catching a small candy in their mouths. The Noldus FaceReader program recorded, analyzed, and coded their facial expressions. The process was repeated when participants were asked to open a Snapple bottle as well as the containers of other RTD tea competitors. Subjects had similarly happy facial reactions to the Snapple equities as they did to the little moments, proving our hypothesis.
Maddie opens a Snapple, and her expression
is coded as very happy.
Sarah pops open a Snapple and smiles. Her
expression is coded as happy.
Maddie reads a description of hitting all the
green lights, and her expression
is coded as very happy. Other
participants reacted similarly
to other little moments.
Sarah opens an Arizona can.
Her expression is coded as neutral
and sad. Other participants'
reacted similarly to additional competitors.
Creative Strategy 8
URL: videos.snapplethatsthestuff.comPassword: 421Content: See Creative Manifesto video 8Creative Manifesto
that’s the
STUFF!
the STUFFnoun 1. (U.S., slang) 2016; derived from "Made from the Best Stuff on Earth"; a chance occurence in one's day that causes instantaneous delight and/or satisfaction, like getting snail mail from a friend or opening a Snapple. Reactions to the Stuff include fist pumps, side smirks, happy dances, and pep in one's step.
You know that feeling of satisfaction when you make it to the couch right when the commercials end, or the happy dance you do when you find a five dollar bill in your coat pocket? Everyone knows this feeling, but describing it can be tricky. Now, Snapple gives you the words to describe this feeling: That's the Stuff! Everyday Optimists pause to appreciate how positively delightful these moments are, no matter how small or fleeting. Snapple consumers feel this same pop of delight each time they drink a Snapple. They peruse a sea of colors in the drink aisle to find their favorite flavor, hold the frosty glass bottle, pop the cap, read the quirky Real Fact, and take that first refreshing sip... That's the Stuff! Since 1972, "the Best Stuff on Earth" has referred to premium ingredients – but now, this phrase has new meaning. The Best Stuff is the little moments of satisfaction, the miniature wins, the tiny pops of "yes!" that let you know that the universe just gave you a high-five. When you say, "That's the Stuff!", you pause to appreciate how positively delightful these little moments are. Snapple's Everyday Optimists see the world in shades of strawberry pink and kiwi green – they relish the little extra splashes of color and joy in their daily lives. It's time to remind them that Snapple can be another That's The Stuff moment in their day. With activations as colorful as Snapple's large variety of flavors, and executions as quirky as the brand itself, the That's the Stuff campaign will finally give these little bright spots the attention they deserve. When Everyday Optimists experience these moments, Snapple will be top of mind. More importantly, the campaign will show consumers that they can create their own That's the Stuff moment by choosing a Snapple and popping open the Best Stuff.
Creative Strategy 9Campaign Strategy
To leverage Snapple's variety of flavors, each execution features the color palette of a popular Snapple flavor and its iconic bottle. Design elements of the execution will work within this palette.
Creative Strategy
1 3
The That's the Stuff campaign reinvigorates the Snapple brand nationwide by:
Raising awareness of That's the Stuff moments
Presenting Snapple as another little moment
Redefining the "Best Stuff on Earth" as the Stuff that makes life great
The campaign will position Snapple as a convenient solution for consumers looking to find more bright spots in their days. It recreates little moments in a way that leverages the chosen medium, encourage consumers to experience firsthand the feelings evoked by these moments. Executions highlight the brand equities that comprise the delightful Snapple experience. By branding these moments and the feelings they create as "The Stuff," the campaign helps Snapple to pivot to a more credible interpretation of "Made from the Best Stuff on Earth" – one that is both authentic and relevant. To provide consistency throughout the activations, each execution will follow a specific creative formula.
Creative Formula: Anatomy of a Execution
2
The That's the Stuff campaign puts the Snapple experience front and center, equates its feeling with a little moment, and allows Snapple to own and brand the moments that make life great.
Every execution is branded with the campaign tagline and logo:
9
*
*The use of color palettes highlights Snapple's unique variety of flavors, while not overpromising the availability of certain flavors in different regions.
Each execution evokes that "yes!" feeling by featuring a relevant and universal little moment:
• Popping all of the popcorn kernels perfectly
• Stopping the gas pump on a full dollar
• Getting your favorite parking spot
• Finding a match for every sock after doing laundry
Copy will highlight the brand equities that evoke the That's the Stuff feeling: "With a delightful pop, quirky cap facts, and fruity flavors, Snapple adds another That's the Stuff moment to your day." All executions will include the call to action:
Pop open the Best Stuff with Snapple.
Color swatches highlight the Snapple flavor and its color palette on each page of the creative section.
Creative Strategy 10Media Strategy
Media Strategy To address different marketing objectives in the Heartland and the Non-Heartland, the That's the Stuff campaign tailors executions to address Snapple's perception problem and low consideration among light uses while reminding heavy users why they love Snapple and incentivizing them to buy more.
The That's the Stuff campaign adapts to address consumers at different points in the purchase funnel. The campaign also features That's the Stuff moments that best fit in the chosen five media categories: TRADITIONAL EXPERIENTIALPOINT OF SALE PARTNERSHIPS
Executions will play upon the unique little moments in the top 25 DMAs across the country. Snapple can build stronger brand affinity in both the Heartland and the Non-Heartland by showing consumers that it understands its consumers' day-to-day lives through targeted little moments.
With a singular campaign platform, the That's the Stuff campaign uses a dual media strategy. Media spend in the Non-Heartland focuses on sampling, point of sale promotion, experiential, and direct marketing activations to encourage trial, drive purchase, and develop brand connection. Media spend in the Heartland meets consumers at the point of purchase to keep the brand consistently top of mind. Promotional incentives aim to increase purchases.
Targeted Little Moments
Geographic Targeting Demographic TargetingChicago: When you turn the corner and the building blocks the wind
LA: When your 25 minute commute actually takes 25 minutes
NYC: When you successfully weave through a crowded city block
Dallas: When you walk into an air-conditioned building and escape that Texas heat
Age 18-29: When class gets out 15 minutes early
Age 30-49: When there's no line at the copy machine
Newlywed: When your spouse separates the dark and light laundry
Married with Kids: When your kids go to a birthday party, and you have a Saturday to yourself
Although many little moments are universally known, certain That's the Stuff moments can be adapted to appeal to specific audiences.
SOCIAL/DIGITAL
Campaign Strategy 10
Creative 11
Traditional
Each thirty-second spot features an Everyday Optimist experiencing a That's the Stuff moment. All spots end with a consumer popping open a Snapple and brand equity shots. Color palettes, reflected in set design and costumes, feature a particular flavor.
Ben is watching TV, only to be interrupted by a commercial break.
Ben sprints from the couch to complete a variety of tasks. First, he completes a painting of a Snapple Lemonade.
Next, he runs to his lab to mix a complicated scientific concoction.
Finally, he perfectly balances the last card on a giant card tower. Ben then rushes back to the couch just as the commercial break is over.
While sitting down, Ben pops open a Snapple, takes a sip, and basks in the glorious feeling of making it back just in time for his favorite TV show to resume. Narrator: "Making it back to the couch just as the commercials end ... That's the Stuff!"
The spot closes by showcasing Snapple's brand equities.
Narrator: "With a delightful pop, quirky Real Facts, and fruity flavors, Snapple adds another That's the Stuff moment to your day. Pop open the Best Stuff with Snapple"
Video NATIONAL
URL: videos.snapplethatsthestuff.comPassword: 421Content: See "Commercial Countdown"
Creative 12
Thirty-second radio spots running on popular national stations tell the stories of That's the Stuff moments and connect them to Snapple's brand equities. Every spot features the sound of caps popping and the "Pop open the Best Stuff with Snapple" call-to-action.
FRONT BACK
More than 90% of Americans age 18-49 have listened to radio in the past month.
Print ads create That's the Stuff moments for consumers in magazines that have wide readership in both the Heartland and the Non-Heartland. A tear-off "Buy 1 Snapple, get 1 free!" coupon at the bottom will encourage trial. Personal use of the bookmark will keep Snapple top of mind long after the magazine is recycled.
Traditional
Print NATIONAL
Radio Spot NATIONAL
MAN: Ugh, this stop-and-go traffic on 49 is always brutal. We're never gonna make it to... whoa! We've got all green lights! Hey hey, guess who's getting extra stretch time before Pilates? THIS GUY.
WOMAN: Honey, calm down. Both hands on the wheel…
NARRATOR: Getting all the green lights on your drive? That's the Stuff. Want more stuff? With a delightful pop, quirky Real Facts, and fruity flavors, Snapple adds another That's the Stuff moment to your day.
Pop open the Best Stuff with Snapple.
Creative 13
Point of Sale
Sip SamplerThe Sip Sampler creates a That's The Stuff moment by encouraging consumers to try different flavors before they commit to purchasing one. This execution drives trial and flavor exploration in the Non-Heartland by introducing consumers to Snapple at the point of purchase.
NON-HEARTLAND
The Make Your Own Snapple Six-Pack display and promotion capitalizes on the growing beverage trend of custom variety packs. Featured in Heartland grocery stores, this display allows Snapple lovers to find new favorite flavors and a "six for the price of five" deal accompanies the six-pack promotion to encourage bulk purchasing. End-cap displays will feature this promotion early in the peak summer months, while the Snapple That's the Stuff six-pack carrying case will be offered on shelves throughout the summer.
Build Your Own Six-Pack HEARTLAND
Sampled items see a 475% sales lift on the day of a sampling event.
Creative 14
NATIONAL
Point of Sale
Coupon dispensers in national grocery chains will offer promotional coupons that double as games to keep children happy as their parents do the shopping. These coupons feature a free Snapple promotion to drive purchase and will increase brand affinity for both older and younger consumers.
Coupon Dispensers
Lottery TicketsMillions of Americans play the lottery because it appeals to their inner optimist. To increase impulse
purchases, a coupon resembling a lottery ticket will be placed at counters in national gas stations and convenience stores. Consumers will scratch off the ticket to reveal a "Buy One, Get One Free" deal to
use on their next Snapple purchase.
NATIONAL
ShopkickSnapple will partner with the app Shopkick to send deals to consumers right at the point of sale. Using Shopkick's beacon technology, Snapple will deliver targeted messages to Heartland and Non-Heartland consumers when they pass the Snapple shelf, encouraging trial and purchase in the Non-Heartland and bulk purchasing and flavor exploration in the Heartland.
Shopkick has over 19 million users that receive deals from stores like Target, Harris Teeter, CVS, Food Lion, Giant, Costco, and Walmart.
NON-HEARTLANDHEARTLAND
62% of 18-24 year olds enjoy playing non-cash lottery games.
Creative 15
Interactive billboards will be placed in the top 20 DMAs across the Heartland and Non-Heartland to create That's the Stuff moments for pedestrians. Each execution allows consumers to experience a little moment and includes the call-to-action, "Pop open the Best Stuff with Snapple." The hashtag #ThatsTheStuff will encourage user-generated content and social sharing.
Interactive Billboards
Experiential/Out of Home
NATIONAL
Creative 16
In the Heartland, signs will be placed at subway station entrances in cities such as New York City, Boston, and Philadelphia. This execution will create That's the Stuff moments for both commuters and tourists by helping them to make their trains on time. These Snapple moments will increase brand affinity, and the call-to-action will encourage purchase.
Subway SignageIn the Non-Heartland, interactive billboards will use regionally recognized That's the Stuff moments to connect with consumers and increase brand affinity. Executions feature moments that are based on weather trends and daily activities in specific cities. For example, the activations below will be placed in Dallas and Phoenix during the summer months.
Interactive Billboards
Experiential/Out of Home
HEARTLAND NON-HEARTLAND
Creative 17
Pre-roll AdSnapple will add a dose of fun to viewers' days by challenging them to a quick game before their YouTube video loads. This branded Snake game simulates the feeling of an unexpected delight, and its fruity aesthetic leverages the equities that make Snapple a That's the Stuff Moment.
Digital
BuzzfeedBuzzfeed will create custom social posts with That's the Stuff listicles for specific target segments, such as college students, young professionals, and parents. Each article shows delightfully humorous little moments and concludes with a GIF of Snapple as a That's the Stuff moment.
NATIONAL
NATIONAL
50% of BuzzFeed's 200+ million monthly unique visitors are 18-34 years old.
Kiip NATIONAL
Snapple will partner with Kiip, a mobile marketing platform that serves coupons to 60 million unique monthly users when they reach "everyday achievement moments" in 2,500 participating apps and games. After experiencing a That's the Stuff moment – whether it's getting to the next level in Pik Pok or completing a task in Any.do – consumers will be rewarded with a "Buy One, Get One Free" Snapple coupon.
URL: buzzfeed.snapplethatsthestuff.comPassword: 421
Creative 18
Instagram Video
Snapchat FilterFor two days in June, National Iced Tea Month, consumers can capture and share their That's the Stuff moments through augmented animation filters on Snapchat. When users open their mouths, their moment becomes Snapple-fied with a flavor-infused hairdo and a speech bubble proclaiming, "That's the Stuff!" This day-long sponsorship will include a Snapchat Live Story, allowing Snapple That's the Stuff moments to the Live Story feed for all Snapchatters to enjoy.
Social
A Facebook campaign will link the brand and its quirky personality to little-known, quirky holidays throughout the year such as National High-Five Day and Look on the Bright Side Day. Each post will insert a Snapple into the execution. For example this post for National Bring Your Lunch to Work Day reads, "Remembering to pack your favorite snack... That's the Stuff!"
Snapple's Instagram will feature a series of short stop motion videos to showcase the little moments that make Everday Optimists say "That's the Stuff!" These quick and quirky videos will encourage users to share their own little moments using #ThatsTheStuff.
NATIONAL
NATIONAL
NATIONAL
URL: instagram.snapplethatsthestuff.comPassword: 421
Finding $20 in your coat pocket
Catching a marshmallow in your mouth
Peeling an orange in one piece
Making the trash-ketball shot
Creative 19
Summer of Stuff Tour
During months of peak consumption, Snapple will embark upon the Summer of the Stuff: a nationwide tour to create That's the Stuff moments at summertime festivals that are as quirky as the Everyday Optimists themselves. Kicking off in the Heartland at Water Fight NYC, the Stuff truck will travel to eleven other festivals across the nation. The Stuff Truck will set up shop at twelve different Summertime festivals throughout the country. Snapple representatives will be on hand passing out kits, giving away product, and encouraging attendees to tweet their favorite That's the Stuff moments from the festival using the #ThatsTheStuff.
Experiential
The Stuff TruckNATIONAL
The Stuff KitsNATIONAL
Elite Seat One Trip Grip High Stakes Pro-Tech-tor
Creative 20
At each festival on the Summer of Stuff Tour, The Stuff Truck will distibute a That's the Stuff Kit to create a tailored That's the Stuff moment for attendees. The packaging of each kit will describe the That's the Stuff moment for that event, while the object within the kit will be branded with the Snapple logo.
Experiential
The One Trip GripAmbitious shoppers at the Big Top Flea Market in Tampa, Florida can loop their
bags together and carried them all at once to prevent that dreaded second
trip back to the car.
The Elite SeatThis blow-up, portable seat cushion will provide attendees at the International Balloon Fiesta in Albuquerque, New Mexico the ability to sit anywhere comfortably to watch the parade of balloons go by.
The High StakesTo catch a break, kite enthusiasts at the Windstock Kite Festival in Lincoln, Oregon can use this stake to anchor their kites into the sand.
The Pro-Tech-torTo keep their smartphones dry, Snapple
will give Water Fight NYC attendees these waterproof electronics bags for optimal social
media sharing – even mid-water fight.
Summer of Stuff Tour
Creative 21
Partnerships
Free Uber Rides
that’s the
STUFF!Redeemable for one free Snapple at any Target
stores.
Pop open the Best Stuff with Snapple.
FINDING MONEY IN YOUR POCKET...
G
ONE FREE SNAPPLE!
Target Coupons
Finding unexpected money in your pocket is a universal That's the Stuff moment. Snapple will recreate this moment for consumers by partnering with Target stores to plant "Buy One, Get One Free" coupons that look like dollar bills in the pockets of target brand shorts during the months of April and May. This national partnership will allow Snapple to reach consumers in both the Heartland and the Non-Heartland during Snapple's period of peak consumption.
Snapple will partner with Uber to give randomly selected Everyday Optimists free rides in That's the Stuff cars. Snapple will transform 20 Uber cars in each of the top 5 DMAs, branding them inside and out. Each of the cars will include a cooler stocked with free Snapple for Uber riders. This partnership creates an unexpected little moment while also putting Snapple bottles in the hands of consumers across the country.
Fresh Direct Peapod
NATIONALNATIONAL
HEARTLAND
Fresh Direct, an online grocery delivery service in the New York area, generates targeted banner ads, customized offers, and specific product suggestions to users based on purchase information and behavioral data. A partnership with Fresh Direct will encourage heavy users to add Snapple to their online grocery orders. Copy on push notifications will read:
"Having your favorite flavors delivered to your door...That's The Stuff! Don't forget your Snapple 6-pack for the week."
Snapple will partner with Peapod, Giant Food's online delivery service, to drive trial in the Non-Heartland by sending a free Snapple with users' grocery orders. When users in one of Peapod's fifteen major Non-Heartland cities receive their orders, they will be delighted to find a free Snapple with the message:
"Getting to try a new drink for free...That's the Stuff! Pop open the Best Stuff with a Snapple (on us)."
NON-HEARTLAND
22
Creative Evaluation
Video Concept TestingAgency 421 partnered with Dialsmith, a research and technology consulting firm, to conduct video spot concept tests. The company's Perception Analyzer Online (PAO) captured over 100 respondents' moment-to-moment perceptions of initial concepts and measured brand perceptions before and after exposure. The results showed that ads were effective in changing consumers' brand perceptions, and feedback from the research guided the direction of the final ads.
Takeaway: The That's the Stuff campaign will resonate with the target consumer and build positive brand affinity, influencing the likelihood of purchase.
Execution TestingUsing the iResearch online focus group platform, the team also concept tested print, out of home, and point of sale executions with Everyday Optimists.
The placement [of the Sip Sampler] within a convenience store would probably prompt me to
buy the product right then and there. - Emmie, 21, New Hampshire
I think brand recognition would definitely be a part of my purchasing decision, which this
advertisement definitely increases, and I may be more likely to gravitate to Snapple rather than
other brands. - Stephen, 24, Delaware
35%42%INCREASE DECREASE
Creative Evaluation
“ "
in consumers who understood that "the Stuff" refers to a happy consumption experience
in consumers who understood "the Stuff" in Snapple's tagline to refer to all-natural, premium ingredients
“ "79%QUIRKY
50%PLAYFUL
65%DELIGHTFUL
PERCENTAGE OF CONSUMERS WHO THOUGHT THE AD WAS:
23Media
Media Placement
Thirty second commercials will air during the six most popular shows among the target during months when iced tea consumption is the highest.
Impressions: 133,660,800Placement: Family Guy, The Big Bang Theory, Criminal Minds, Bob's Burgers, Modern Family, Black-ish
VIDEO
Snapple will reach its target in highly concentrated public transportation hubs with helpful activations that will grow brand affinity.
Impressions: 227,209,800Placement: Public transportation in top 20 DMAs
PUBLIC TRANSPORTATION
PAID & OWNED IMPRESSIONS2.2 BILLION
"Make Your Own Six-Packs" will drive purchases and increase brand loyalty by encouraging heavy users in the Heartland to sample new flavors.
Impressions: 95,550,000Placement: Grocery Stores in the Heartland
POINT OF SALE DISPLAY
Ninety-four percent of people skip pre-roll ads after 5 seconds; however, Snapple will finally make pre-roll ads enjoyable with a game of Snake before their video loads.
Impressions: 314,218,737Placement: Pre-roll ads
YOUTUBE PRE-ROLL ADS
Since Snapple's 18-49 year old target consumer uses Snapchat for an average of 9-20 minutes a day, Snapple will place sponsored content on this popular social platform.
Impressions: 132,000,000Placement: Snapchat
SNAPCHAT
Sixteen million unique visitors aged 18-49 visit Buzzfeed each month by creating and promoting branded content on the site. Snapple will take advantage of this platform by creating and promoting branded content.
Impressions: 47,778,000Placement: Buzzfeed
BUZZFEED
Snapple's That's the Stuff videos will be featured on Instagram for the platform's 300 million users to enjoy. Fifty-three percent of 18-29 year olds and 25% of 30-49 year olds use Instagram.
Impressions: 680,600,000Placement: Instagram
The campaign will take advantage of the 87% of 18-29 year olds and 73% of 30-49 year olds who use Facebook.
Impressions: 20,540,000Placement: Facebook custom audiences
Festivals can generate up to 1 million tweets during the events. By giving out That's the Stuff kits and encouraging festival-related tweets, campaign awareness will grow significantly.
Impressions: 3,001,803Placement: Summer of Stuff tour
EXPERIENTIAL
People who sample an item are 475% more likely to buy it that day and 11% more likely to purchase it again in the following 20 weeks. Innovative sampling promotions will increase trial and awareness among light users in the Non-Heartland.
Impressions: 54,600,000Placement: Grocery stores in the Non-Heartland
POINT OF SALE SAMPLING
Snapple will leverage a partnership with Target, a retailer where Everyday Optimists over-index, to bring That's the Stuff moments to life at the point of purchase.
Impressions: 6,400,000Placement: Target stores in the top 20 DMAs
TARGET
Shopkick has over 19 million users who will receive beacon-prompted Snapple deals from various grocery stores.
Impressions: 7,600,000Placement: Shopkick
SHOPKICK
POINT OF SALE PROMOTIONS
In-store coupons will keep Snapple top of mind and will incentivize impulse purchases at the point of sale.
Impressions: 261,442,125Placement: Convenience & grocery stores nationwide
Print ads will be placed in the three most popular magazines among Snapple's target.
Impressions: 10,380,000Placement: People, US Weekly, Better Homes and Gardens
With 90% of Uber riders between ages 18-49, this partnership will grow brand recognition and affinity among consumers in the target.
Impressions: 408,000Placement: Ubers in the top 5 DMAs
UBER
Promotions will be featured on Peapod and Fresh Direct, which have the two largest shares (9% and 7%, respectively) of the online grocery market.
Impressions: 550,000Placement: Peapod & Fresh Direct
GROCERY DELIVERY With 60 million unique monthly users, this mobile marketing platform will serve coupon rewards to the target audience through its partnerships with mobile apps.
Impressions: 6,000,000Placement: Kiip
KIIP
Thirty second radio spots will play in the afternoon and early evening, the peak dayparts for iced tea and juice consumption.
Impressions: 136,942,689Placement: Popular contemporary radio stations in the top 30 DMAs
RADIO
Interactive billboards and outdoor displays will reach 18-49 year olds in urban areas. These helpful and fun activations will grow positive brand sentiment among the target nationwide.
Impressions: 66,948,912Placement: Top 20 DMAs
OUT-OF-HOME INTERACTIVE DISPLAYS
Costs TRADITIONALVideo 20,004,844$ Print 2,426,440$ Radio 1,828,000$ POINT OF SALELottery Tickets 236,989$ Make Your Own 6 Pack 277,500$ Coupon + Game 45,500$ Sip Sampler 800,000$ ShopKick 1,900,000$ OUT OF HOMEUmbrella Billboard 20,600$ Basketball Trashcan 20,600$ Water Mister 360,000$ Bus Shelter 34,285$ Digital Subway Sign 1,000,000$ DIGITALBuzzfeed 60,000$ YouTube 2,199,531$ Snapchat 900,000$ Facebook 260,000$ Instagram 2,722,400$ Kiip 2,000,000$ EXPERIENTIALSummer of Stuff Tour 1,000,000$ PARTNERSHIPSPeaPod 400,000$ FreshDirect 500,000$ Uber 2,000,000$ Target 1,250,000$ 7,000,000$ TOTAL 49,246,689$ Total
Contingency
FebruaryJanuary DecemberJuneMayAprilMarch July August September October November
Media
Media Schedule
The That's The Stuff Campaign effectively reaches each target segment through a year-long, integrated, multichannel media schedule. In accordance with Snapple's current spending patterns, the majority of the media spend will take place between April and September, the months of highest iced tea consumption.
24
NON-HEARTLAND
NATIONAL
HEARTLAND
Creative 25Campaign Evaluation
Campaign Evaluation To ensure the That's the Stuff campaign objectives are met, key performance indicators (KPIs) will be tracked against each campaign objective. Primary KPIs will monitor sales volume and purchasing frequency. Secondary KPIs will focus on evaluating consumers' brand perceptions, brand affinity, and inclusion of the Snapple brand in the consideration set of heavy and light users.
MEDIA & FINANCIAL METRICS
MARKETING OBJECTIVES
EVALUATION EXPECTED RESULTS
Grow Snapple trademark volume in the U.S by 7%1
3
2
7% increase in
U.S.trademark
volume
$50MMCAMPAIGN
SPEND
2,205,830,866 PAID & OWNED
MEDIA IMPRESSIONS
2,392,215ADDITIONAL CASES OF SNAPPLE SOLD
Loyalty card data will track purchase frequency of heavy users. Surveys will test brand perceptions of heavy users pre- and post-campaign, and additional surveys will assess the inclusion of Snapple in the consideration set of heavy users.
Increase heavy user purchase frequency to ten Snapples per year; increase the percentage of consumers with Snapple in their consideration set to 75%.
25
4
Increase heavy user buying rate from 9x to 10x per year by growing brand relevance from 50% to 75%
Increase light user buying rate from 1x to 3x per year by increasing top of mind brand awareness from 15% to 30%
Loyalty card data will track purchase frequency of light users. Surveys will test brand perceptions, recall, recognition, and consideration of light users pre- and post-campaign.
IRI data will track trademark sales in the Heartland, the Non-Heartland, and nationwide.
Increase Snapple trademark volume by 7% by year end 2017.
Increase light user purchase frequency to three Snapples per year; increase the percentage of consumers with Snapple at the top of their consideration set to 30%.
Increase the percentage of consumers who perceive the brand as a delightful experience
Interviews, focus groups, and surveys will assess brand sentiment and perceptions among heavy and light users.
Increase the percentage of consumers who perceive Snapple as "a delightful little moment" by 35%; decrease the percentage of consumers who associate the brand with "ingredients" by 40%.
SourcesPrimary SourcesConsumer DiariesFocus Groups (in-person & via iResearch)In-person interviewsStore InterceptsSurveys (Qualtrics, Dialsmith & Social Media)Noldus FaceReader TechnologyTaste Tests
Secondary SourcesAAF NSAC Snapple Case StudyAdageAdmall for AgenciesAdweekBillboard.comBlog.360i.comCSP 2016 Top 101 Convenience StoresComScoreDigidayFacebookForbes.comFortune.comHomeAdvisor.comKantar AdSpenderKantar SRDSMarketingcharts.comNielsen TV & Website DataPennaPowers.comPhilaculture.orgRadio Advertising Bureau 2015 Why Radio Fact Sheet
The That's the Stuff campaign brands the little bright spots in life as "That's the Stuff" moments and presents Snapple as another opportunity to experience these pops of delight. In doing so, the campaign refreshes the Snapple brand in the minds of consumers, restoring its relevance and dusting off the unique brand equities that set Snapple apart. Through a campaign that celebrates "the Stuff" that makes life great, Snapple gives new, more credible meaning to the iconic "Made from the Best Stuff on Earth" tagline. The campaign pivots away from a focus on ingredients, allowing Snapple to carve out its own space in an otherwise crowded category. The multi-channel, fully integrated campaign meets Everyday Optimists in their daily routines through traditional, digital, and experiential executions. Targeted activations in the Heartland will deepen brand affinity and encourage both bulk purchases and flavor exploration. In the Non-Heartland, activations will raise awareness, incentivize trial, and keep the brand top of mind. By connecting the brand to moments of delight, the campaign will encourage Everyday Optimists to reach for a Snapple whenever they want to create another bright spot in their day. So the next time consumers experience this feeling of satisfaction, they'll be able to say:
Snapple, That's the Stuff!
that’s the
STUFF!
Recode.netShopkick.comShortstack.comSimmons Experian OneViewSproutsocial.comYouTube Advertising
The Pitch 26
