UNCAP LIFE OVERVIEW
Our proposed campaign for Snapple, Uncap Life, urges people to step outside of their comfort zone and try new things. This could be through a big event, such as taking a job in a foreign country, or a small event, like finally going on that camping trip with your friends. Exploring the unknown and enjoying the world is what Uncap Life is all about.
Tone: Quirky
PRINT/DIGITAL
RADIO
This radio spot targets Snapple's juice drinkers: 18-24-year-old African American and Hispanic college students.
Copy and music written by Drew Weber
0:30 Radio
Snapple
"Snapple Beverage Rally"
(Narrator: Male, 21-years-old, rapping)
(Music: Electronic drum beat, rap influences)
This goes out to all my Snapple companions
Let's show 'em what a bottle can really do
(Other insturments enter)
The only thing you've heard from a Snapple is a [pop]
But you're about to hear all these Snapple bottles talk
We've got 29 flavors
So do yourself a favor
Uncap, snap back to the drink you love to savor
It's a fact, that knack that we have for being greater
From the taste to the place we rhyme in the refrigerator
No debator when it comes to who will cater
To our fans in New York and all the way to Cali
Let's unite and drink to the Snapple beverage rally
Uncap rhythm. Uncap life.
TELEVISION
This is a 30-second television and online commercial for Snapple's Uncap Life campaign. This advertisement appeals to Snapple's tea drinkers, who are Asians aged 25-34 who make more than $30,000 per year.
Directed by Jamie Castorena
Script by Drew Weber and Jamie Castorena
Actors: Alan Matsumoto and Ryan Chung
0:30
Television
"What Have You Got to Lose?"
(Setting: Local Deli, Noon)
Michael (to cashier): Hey can I get a...
Peach Tea (mimiking Michael): Salami sandwich, extra mayo, with American cheese
Michael: ...on toasted sourdough?
Cashier: The usual, huh? And drink too?
Michael: Uhhhh
(Michael goes to refrigerator)
Kiwi Strawberry: Hey, you again!
Michael: What the...
Peach Tea: It's the same thing with you. You need to go on more adventures!
Kiwi Strawberry: What have you got to lose? Pick me!
Michael: Uhh, my job maybe?
(Michael grabs, opens, and drinks Peach Tea Snapple)
Michael: Wow, this is good!
(Michael reads fact: Camping under the stars releases stress relieving endorphins)
Michael (on phone to friend): Hey, actually I will go camping with you guys.
GUERILLA
These Snapple food trucks would travel to the 10 cities with the highest index of millennials selling Snapple drinks and Snapple merchandise.
Designed by Jamie Castorena
Idea contributions by Victoria Castro, Xochitl Orozco, Martin Merino, Desiree Barton, Drew Weber, Jamie Castorena, Jessica Donyanavard
Merchandise that would be sold with the Snapple food trucks.
HOW-TO/DO-IT-YOURSELF
This video is part of the Uncap it Yorself series, where Snapple and its consumers make do-it-yourself videos showing off their favorite mixed drinks with Snapple.
Video by Desiree Barton, Jamie Castorena, Anthonia Okowi, Jessica Donyanavard, Xochitl Orozco
