1. Increase sales in the heartland (selected states on the east coast) from 9 to 10 bottles consumed a year.
2. Increase sales from 1 to 3 bottles consumed a year while also raising brand awareness in the non-heartland (the remainder of the U.S.).
1. 90% of people outside of the heartland are aware of Snapple, but only 15% have Snapple in their top tea and juice drink consideration set.
2. Drinks such as Vitaminwater with similar sugar content are seen as healthier and more functional compared to Snapple.
AUDIENCE: Ages 18-49 year olds. Audience breakdown below.
1. Heavy Snapple consumers - those individuals who consume Snapple on a regular basis.
2. Sugary beverage consumers - those consumers looking for sweet tasting drinks and consume ready-to-drink (RTD) beverages with comparable amounts of sugar to Snapple.
3. Benefit Justifiers - those individuals who use benefits to justify consumption
**NOTE: For a more in-depth look at the audience visit page 7.
OPPORTUNITY: Snapple developed its own authentic blend of lighthearted humor and eccentricity. It encompassed this attitude in one word: quirky. The term "quirky" has been diluted by brands, celebrities, television shows and other cultural trends. What remains of quirky is an empty association with trendy glasses and a zany personality.
IDEA: Quirk is a universal quality - everyone has something that makes them different. Snapple has the opportunity to encourage consumers to celebrate their quirky side. Our new messaging will position Snapple as the quintessential companion to life's quirky moments.
MEDIA: Our media plan employs a dual strategy to target these regions separately. This plan seeks to enhance consumers' everyday moments with unique and creative placements. Reaching both Gen X and Gen Y with a balance of traditional, digital, guerrilla, experiential and in-store tactics. The yearlong media campaign timeline is built around periods of peak Snapple consumption with consideration to accessibility and receptivity of our consumers.
**NOTE: For a more in-depth look at our media plan visit pages 21-25.
**A DOWNLOADABLE VERSION OF THE DECK WILL BE AVAILABLE SOON.
I was selected to be a part of the University of Oregon's School of Journalism and Communications Advertising team, which competes in the National Student Advertising Competition every year. Worked alongside a team of 24 individuals split between 6 strategists, 8 media planners and 10 creatives.