Assignment: create an Integrated Marketing plan for Snapple. Advertising Fundamentals - NYU SCPS

1. Anya Bochman
Jiwon Kim
Renata Ribeiro
Rob Piccirillo
Yuxara Zavan
Tuesday, November 22, 2011

2. Snapple
• Founded in New York in the early 1970’s
• Current products: Juice drinks, Tea (diet and regular),
Lemonade, Bottled water
• Brand slogan : “Made from the best stuff on Earth”
• Part of Dr. Pepper Group, the world’s 3rd biggest soft
drinks maker
Tuesday, November 22, 2011

3. Fruit drinks are very popular
among Hispanics.
• According to a 2007 study, 81% of U.S.
Hispanic households consume orange
juice
• Average daily U.S. Hispanic orange juice
consumption is far greater than any other
• Hispanics contributed to 5.5% of the total
U.S. population growth between
2000-2010.
• Hispanic purchasing power is expected to
reach $1.2 trillion by 2011.
Tuesday, November 22, 2011

4. Target
• Women
• 25 – 35 years old
• Married with children
• Household Income $
40K+
• Graduated High
School or More
• Employed
• Hispanic
Tuesday, November 22, 2011

5. Psychographics
She …
• Is a family oriented person
• Persues healthy and fresh lifestyle
• Tries to eat natural ingredients
• Likes beach and enjoys hanging there
• Is an active and positive person
• Likes outdoor activities like road trip
Tuesday, November 22, 2011

6. Geographic
10 top cities which represents 60% of the entire U.S. Hispanic/Latino population
Los Angeles, New York, Miami, Chicago, Houston San Francisco, Dallas/Fort Worth, Phoenix,
San Antonio, Rio Grande Valley
Tuesday, November 22, 2011

7. Consumer Insight
Hispanics enjoy fruity juice drinks because they
reflect the flavors and tastes of the fresh drinks
from their homelands
Tuesday, November 22, 2011

8. Communication
Objective
We expect to build awareness of Snapple
juice drink products among Hispanic
communities & increase consumption of
Snapple Orangeade by 15% over the
previous year.
*Results will be measured through sales in key demographic areas and campaign quality
will be measured through social media tracking and participation.
Tuesday, November 22, 2011

9. Communication
Strategy
Snapple will develop an Integrated Marketing campaign
targeting ten U.S markets with high ratings of hispanic
population, incorporating four different media: TV, Print
Outdoors and Digital.
Snapple will also reach out to potential clients through
partnership with Walmart in the chosen 10 top cities, this
will gain exposure and help for promotion purposes.
Tuesday, November 22, 2011

10. Communication
Tactics
1.Develop a print campaign
to be released in four of the
top ten rated magazines
among the target, featuring
the Orangeade Juice drink as
the the one choice that is
tasty, fresh and made with real
ingredients, and can also take
them to this awesome place
(call to action to go online for
further information about the www.snapple.com
contest). y enterate de la
promo
Tuesday, November 22, 2011

11. Magazines
• Top 10 Titles Read by Hispanics/Latinos
1. People
2. People en Español
3. National Geographic
4. Cosmopolitan
5. Sports Illustrated
6. Latina
7. Better Homes & Gardens
8. Selecciones
9. Maxim
10. Reader’s Digest
<Source: MRI Fall 2006>
Tuesday, November 22, 2011

12. More
Tactics...
•2.Launch a digital contest where every time
you buy a Snapple (code written on the tap)
you have a chance to win by accumulating
digital coupons entering that code in the
Snapple website by using your Facebook user,
this latin woman will be encouraged by the
opportunity to win a full week trip to the
Caribbean coast to relax and enjoy. Create
banners to be displayed in the magazines sites
and also in Walmart website to promote the
contest and drive traffic to the website.
Snapple juice drink will be the first thing that
will be displayed in the search engines like
google and yahoo, by using some key words.
12
Tuesday, November 22, 2011

13. More
Tactics...
•3.Snapple will use non-traditional TV advertising by placing the Orangeade Juice drink in
a high-rated ABC series “Modern Family” which will gain exposure for the brand for the
2 first months of the season.
13
Tuesday, November 22, 2011

14. More
Tactics...
•4. Snapple will support hispanic children soccer leagues tournaments and
dancing classes on the beach for specific summer weekends during July
and August.
•5.There will be an aggressive outdoors campaign displaying Snapple’s
billboards that will last for at least 6 months.
14
Tuesday, November 22, 2011

15. flow chart
Snapple. Fresh juice drinks for real
ACTIVITIES JUN JUL AUG SEP
OUT OF HOME
Display Ads in Wall Mart stores
Bilboards
MAGAZINES
People en Español
Cosmopolitan
Better Homes & Gardens
Reader's Digest
DIGITAL
Website
Display Advertising (magazines and Wall Mart sites )
SEM
Facebook
Twitter
NETWORK
Mother and Family
EVENT
Events at hispanic soccer leagues
Events at the beach for women
Tuesday, November 22, 2011

16. CREATIVE BRIEF
ds
ki
d,
rie
ar
,m
en
om
W

Graduated
High School or +
Employed
Hispanic   Hou
seh
old
Inco
me

$ 40K
+
Women who’s first priority is the family.
Tuesday, November 22, 2011

17.
Consumer Insight:
Hispanics enjoy fruity juice drinks because they reflect the flavors and tastes of the fresh
drinks from their homelands.
Key message
Snapple fruit juice is tasty, fresh and made with real ingredients.
Support
•Snapple replaced the high fructose corn syrup ingredient in its products with 100%
cane sugar, it’s natural!.
•Orange juice concentrate, citric acid and beta carotene for color. No preser vatives.
•Availability everywhere! Snapple is a trusted brand and you can get it anywhere.
Tuesday, November 22, 2011

18.
Tonality
The creative should be fun and upbeat while remaining wholesome and utilizing bilingual
messaging.Vibrant colors such as orange, green and yellow.
Mandatories
Ads must include call to action to visit the web address www.snapple.com, and a link to
Facebook & Twitter for further info about the products and promos.
Tuesday, November 22, 2011

19. www.snapple.com
y enterate de la
19 promo
Tuesday, November 22, 2011