Snapple

Goal: To craft an action-oriented advertising plan to position Snapple as a major key player amongst its competitors in a rapidly growing industry

Key Insights:

• We decided on a younger target audience of individuals aged 25-34 who are looking for a wholesome and premium tea drinking experience.

• The idea of healthy living and the growing variety of flavors offered by manufacturers are expected to drive revenue growth in the tea industry.

• Snapple has a strong brand reputation.

The problem: Snapple’s market share has been declining in recent years. How can we re-position Snapple as a 100% natural brand, delivering the same product, that’s even better than before?

The creative solution: Snapple can increase consumption by clearly stating the brand’s values and the benefits they can offer. Consumers want to purchase a product they understand so it’s critical for Snapple to understand their wants and needs. Our creative concept was “Tackle with Snapple” My team and I developed a reach-based plan to appeal to the younger, trendier crowd by utilizing a diverse media mix to expand the market beyond the Heartland. We incorporated vibrant ads that matched the brand identity through a series of out-of-home, print and social media advertisements to brag on Snapple’s wholesome ingredients.

My role: I conducted primary market research through a series of surveys to better understand the target audience. After learning more about our targets, we were able to draft a more effective plan. Additionally, I drafted the market and competitor analyses to identify ways to better position Snapple to increase market share.