CAMPAIGN THEME
“Raise Your Glass” originates directly out of online consumer sentiment. Passionate consumers see Snapple as a celebratory beverage, perfect for rewarding yourself for making it through rush-hour traffic or simply “Adulting” today. Raise Your Glass clearly speaks to the Snapple glass bottle, but it does so much more. It positions Snapple as the beverage that brings fun and unexpected delight to the everyday. It joins culture in the myriad ways we celebrate the little things in life. It increases Snapple purchases occasions by the recognizing Raise Your Glass-worthy daily moments. It provides light-hearted ways for “Expressives” to engage with the brand and make it their own.
SNAPPLY MESSAGING
The campaign theme, Raise Your Glass, provides clear brand differentiation. It plays to the glass bottle, one of Snapple’s key brand attributes. It also increases consumption occasions by recognizing all of life’s little moments as reasons to raise your glass and celebrate in Snapply style.
SHOPPER INSIGHTS
Although the campaign addresses the larger shopper market, special emphasis is given to the core 18 to 34-year-old audience, with the highest potential for impulse buys, the heaviest users of ready to drink tea, and indexing high on Snapple consumption.
SAMPLING OPPORTUNITIES
Because 1/3 of customers who try a sample will buy the sampled product in the same shopping trip, innovative sampling tactics are used throughout the campaign to increase trial in key Non-Heartland locations.
SHARE-WORTHY TACTICS
From packaging to promotions, real-time engagement to online interaction, all campaign tactics are designed to be inherently Snapply and internationally sharable. The intentional use of new technology, like Blippar, 360 video and Google Cardboard, will re-energize the brand and deepen relevancy among the core audience segment.
CULTURE CONNECTION
The fastest way to energize a brand is to associate it with an equally energetic and trending entity. That’s why the two-time Grammy winning a cappella group, Pentatonix, will be used throughout the campaign to ensure cultural relevance and limitless branded content opportunities. Their upbeat vocal percussion arrangements allow for seamless integration of the Snapple auditory elements. And, with a Youtube channel boasting more than 1 billion views, Pentatonix will deliver a large and relevant audience to the playful “Raise Your Glass” Campaign.
SNAPPLE TASTE TESTS
What happens when you put people who have never tried Snapple before in a room? No awkward silence, thanks to Real Face conversation starters! When Snapple was pitted against its top three competitors in a blind taste test, the majority hose Snapple as their favorite. They liked Snapple’s packaging, as well as how the embossed glass bottle felt. By the end of the experience, brand love started to blossom and we realized how important product trial would be to the campaign.
CES CONFERENCE SESSIONS
Between avoiding self-driving cars and mind-controlled drones at the Consumer Electronics Show in Las Vegas, our research team brought back key market insights: Augmented and virtual reality is providing immersive brand experiences; The sharing and connected economy will continue to influence society; Successful OOH advertising will be digital connect and interactive.
AGENCY TOURS & INTERVIEWS
We got face-to-face with some of the nation’s leading marketers at TPN Retail. What we took away was the distinction between the Consumer-Shopper-Buyer-Influencer regional taste preferences, along with the impact of time and weather on beverage consumption.
SOCIAL MEDIA LISTENING STUDY
Some might call it creeping. We call it primary research. Using Tweeting, Google Hangouts and other online analytic tools, we quickly discovered that when consumers liked Snapple, they LOVED Snapple - and weren’t afraid to show their fruit-flavored colors when sharing their love for the brand.
IN-STORE OBSERVATION STUDIES
After 70 shop-through and 90 shelving-analyses, we determined that Snapple’s in-store distribution is boss. We also learned that physic in-store consumer touchpoint are key in converting purchases and driving product trial.
MAN-ON-THE-STREET
Virtually everyone we asked had heard of Snapple. They associated it with the quick, under -the-cap-facts, but perceived it as a”90s” brand the had lost top-of-mind relevance.
ONLINE SURVEYS
Most survey respondents agreed that recycling is important. Snapple was associated with the following words: glass, quality beverage, variety of flavors, convenient packaging. 3/4 of those surveyed indicated that they would interact with a brand’s social media if an incentive is offered.
FOCUS GROUPS
When presented with a bottle of Snapple, some respondents assumed the glass bottle was pricey, while others were concerned with it’s portability. Issues of high-sugar content were expressed. Most agreed Snapple would be in their consideration set for an occasional reward-based treat.
LTO FLAVOR LAUNCH WITH INTEGRATED GOOGLE CARDBOARD
As the peak RTD selling season heats up, the in-store purchase incentives do too. The new Snapple Flavor release will be promoted with specially-marked Pentatonix inspired labels and packaging. Each 6-pack will come with an easy-to-assemble set of Google Cardboard glasses. Copy instructs users to scan the logo for access to the custom 360 Snapple-Pentatonix video.
GOOGLE CARDBOARD AND VIRTUAL REALITY
By “raising Google Cardboard glasses” users will enter an immersive 360 VR environment featuring the Snapple co-branded “Raise Your Glass” Pentatonix music video. This branded entertainment lifts brand sentiment and relevancy, increases time spent with the brand, and ensures word-of-mouth buzz and pass-along exposure. Expressives tend to be early adopters of new technology and 50% of them have strong affinity for those brands that connect with them through these modalities.
360 VIDEO
This campaign’s 360 video takes full advantage of the immersive opportunities of this medium. By moving their mouse on a desktop, or rotating the Google Cardboard, users can change their viewing angle and explore the scene from different perspectives. The video opens to the celebratory clinking of Snapple bottles as Pentatonix members perform their remix of Raise-Your-Glass-inspired songs. UGC, User Generated Content, that has been gathered in the first phase of the campaign will be interspersed throughout the production. Consumers will engage with this content again and again, since no two viewings are exactly the same.
BLIPPAR ACTIVATION
This campaign is built around an intentional interactive component that Expressives desire. All campaign digital content is accessible through the visual discovery app Blippar, and fully integrated into Snapple.com. Once downloaded, users “Blipp” the Snapple logo to activate content and unlock incentives. Identified as one of the Top Disrupters of the Year, Blippar allows for augmented reality to occur in the palm of the user’s hand and delivers a year’s worth of unexpected and Snapply delights.
