The M2AK 2017 Snapple Campaign

- Media Plan -

Madison Gottlieb│Kate Hamel│Anna Schuster│Megan Wallstedt Table of Contents Executive Summary

Snapple, owned by the Dr Pepper Snapple Group, produces ready-to-drink (RTD) tea and juice Executive Summary...... 2 beverages that are distributed nationally. The brand’s roots are found in the northeast (the “Heartland”) and has since expanded across America. Nationally, Snapple has strong brand awareness, but heavy product consumption primarily takes place in the Heartland. Snapple is Company History...... 3 looking to improve sales and product consumption in the Heartland, but more importantly, in the non-Heartland regions of the United States.

Competitive Analysis...... 4 Snapple has two goals for this campaign. First, Snapple aims to grow purchase frequency within the Heartland by increasing Heartland heavy user rates from 9 times to 10 times per year. Second, Snapple wants to grow purchase frequency within the non-Heartland by increasing SWOT Analysis...... 5 non-Heartland light user buying rate from 1 time to 3 times per year. With a budget of $50 million, M2AK has created a strategic media plan that is designed to reach Snapple’s target audience throughout their daily schedule in order to keep the product on top of the consumer’s Target Audience...... 6-7 mind to drive sales.

Snapple’s target audience of Millennials ages 18-49 years old (with a bullseye of 30) are busy, Timing Considerations...... 8 on-the-go young professionals, so the planned media will intercept these individuals at key points throughout their day, such as while they drive to work.

Media Objectives...... 9 M2AK focused on a combination of traditional and nontraditional media. With the proliferation of social media and digital culture, it is important for Snapple’s campaign to have synergy both Overall Strategy...... 9 online and offline. 2M AK’s objective was to reach the target audience through a wide spectrum of media to give the illusion that Snapple has a large national presence. Primarily, M2AK focused on platforms where Millennials spend large amounts of time yet have the smallest ability to tune Traditional Media...... 10-12 out advertising. The platforms include social media, video streaming sites and music streaming programs. Non-Traditional Media...... 13-17 When analyzing the competition, M2AK narrowed in on the RTD tea category. Within this market, the main competitors are the Arizona Beverage Company, Unilever and Nestle SA, which each produce their own brand of RTD tea. Important considerations when accounting Media Budget...... 18 for these major players are their unique market share and distribution networks, as well as their advertising share of voice. However, since Snapple is part of the Dr Pepper Snapple Group, it has a strong market presence and large advertising budget as well. Snapple’s quirky, fun brand image Media Flowchart...... 19 and unique tea drinking experience are assets within the marketplace that help Snapple stand apart from competitors.

Conclusion...... 20 The media chosen by M2AK are all based on thorough research of the RTD tea category and Millennials’ media viewing habits. We believe that this media plan will help Snapple achieve its Appendix...... 21-26 objectives of increasing awareness and sales throughout the entire United States. 1 2 Company History Competitive Analysis

Snapple was established in New York City in 1972 when Leonard Marsh, Hyman Golden and Snapple, a sector of the Dr Pepper Snapple Group Inc., is part of the RTD tea industry. The Arnold Greenburg (all health store owners) (Dr Pepper Snapple Group) decided to create an major competitors that Snapple faces in this industry are Arizona Beverage Company, Unilever all-natural drink that would appeal to New Yorkers. When Snapple initially launched, it began by and Nestle SA (Phillips). selling “Snappy Apple”, an all-natural apple juice, to specialized health stores (Case study). Its first beverage was sold from a storefront in Brooklyn (Snapple Museum of Best Stuff on Earth). The RTD tea category is a subset of the beverage industry, which is dominated by juice, soda, sports drinks and flavored water. According to IBISWorld, the RTD tea industry is expected to The company initially sold its product through grow by 8.9 percent annually and predicted to be an $8.6 billion industry by 2019. Demand for word-of-mouth, door-to-door advertising and this category is anticipated to increase for several reasons. First, IBISWorld anticipates an distributors. Since the start, Snapple has remained a increase in the healthy eating index, which would positively impact RTD tea sales. Second, favorite among New Yorkers, but has expanded its convenience store demand is predicted to increase. Currently, prepackaged beverages account product line of numerous tea and juice beverages by for 15 percent of convenience store profits. Finally, per capita soft drink consumption is selling on a national level and serving millions across predicted to decrease, which opens up the opportunity for RTD tea expansion. the globe (Snapple Case Study). The Arizona Beverage Company, founded in 1992, currently holds 17.3 percent of the industry Originally, the company that created Snapple was market share and is the top producer of RTD teas in the U.S. (Phillips). Its line of bottled teas called The Unadulterated Food Corporation, but it come in various flavors appealing to consumers, making it a primary competitor of Snapple later become Snapple Beverage Corporation (Arizona Beverages). The Arizona Beverage Company also creates drink products such as juice, (Dr Pepper Snapple Group). Cadbury Schweppes, tea blends and sports drinks, and has a market for its products in countries outside of the U.S. the owner of the Dr Pepper/Seven Up Inc., (Phillips). Arizona Beverage Company’s competitive advantage is that it sells tall cans of tea for purchased Snapple Beverage Group in 2000. just $0.99. Additionally, in 2006, Cadbury Schweppes gained full ownership of the Dr Pepper/Seven Up Inc. bottling Unilever, established in 1929, currently holds 15.6 percent of industry market share and has 252 and distribution network, which gave the company manufacturing facilities across the globe. The tea products associated with Unilever are full access to the “largest independent bottler in produced by the brands Brisk and Lipton, which are both primary competitors of Snapple. As the U.S.” (Dr Pepper Snapple Group). Now known an established company with more than 400 brands within its portfolio, Unilever is dedicated as the Dr Pepper Snapple Group, DPSG is the one to sustainable living and creating products that improve lives (Our vision). This gives Unilever an of the “leading producers of flavored beverages in emotional advantage with consumers whose values with those of the company. Unilever North America and the Caribbean” (Dr Pepper Snapple Group). partnered with Pepsi to create the Pepsi-Lipton partnership, which gives Unilever access to Pepsi’s bottling and distribution network (Phillips). This network gives Unilever an advantage by The Snapple brand, under DPSG, is now well known to consumers as a “quirky, fun and unique distributing its products in more stores at a lower cost. brand” (Snapple Case Study) that sells a wide variety of beverages. Presently, its headquarters are located near Dallas, Texas (Snapple Case Study). Nestle SA is one of the leading food manufacturers across the globe and operates in over 150 countries, but only holds 6.7 percent of industry market share. Nestle, originally known in the RTD tea industry for its Nestea brand, added Sweet Tea and Tradewinds teas to its portfolio when it acquired Sweet Leaf Tea Company in 2011 (Phillips). Having multiple brands within the RTD tea category gives Nestle a greater marketing opportunity and increases competition for Snapple.

These major companies create strong competition within the RTD tea marketplace for Snapple due to their established presence and growth. However, Snapple now has a great opportunity to increase brand presence within the non-Heartland and continue to have strong consumer 3 loyalty within the Heartland and increase sales nationwide. 4 SWOT Analysis Target Audience

The members of the target audience for Snapple are Millennials ranging from ages 18-49 years Strength old with a bullseye target age of 30 years old. In order to reach a demographic that is busy, on ○ Snapple’s brand image is well-known. the go, working and looking for a tasty, refreshing beverage; the target audience is best divided ○ Branding is unique: quirky, fun persona, glass bottle, snapple facts, sound of caps. into two groups: The Heartland and the non-Heartland. ○ Wide variety of products. The most loyal Snapple users reside in the Heartland. These heavy-usage Snapple consumers ○ All natural, wholesome content “from the best stuff on Earth.” can be found in the North East, which includes cities such as New York City, Boston, ○ Alternative to soda. Philadelphia, Buffalo, Baltimore, Hartford, Syracuse, Albany and Washington D.C. (Snapple Case Study). ○ Access to Dr Pepper’s network and connection to its image. The rest of the country is considered the non-Heartland. In this section of the United States, Snapple has low brand-awareness and sales. Within this area of the country lies an opportunity Weakness for growth. Some major cities of the non-Heartland area include San Francisco, Seattle, Denver, As consumers are becoming more health-conscious, they are turning Austin, Dallas/Fort Worth, New Orleans, Portland, Chicago, Tempe/Phoenix, Charleston, Atlanta, ○ San Diego, St. Louis, Nashville and Tampa. The target audience is drawn to these specific towards lower-calorie, healthier drinks, such as water, instead of products such cities due to an increase in employment opportunities, housing market, social scene and overall as Snapple, which has a high sugar content. growth (Holodny). ○ Lacks a strong presence on social media outlets. ○ Products don’t fall into a distinct ready to drink refreshment category. ○ Diet drinks, such as Snapple diet tea, are becoming less popular. ○ Snapple is more expensive than competition brand RTD teas. Target Personas

Opportunities Amanda Hamilton (Heartland) Amanda is a 30-year-old from New Jersey who commutes daily ○ The tea industry is growing. on the subway to her office in New York City. She often grabs ○ Tea is an affordable luxury. the newest edition of the People issue for entertainment during The growth of social media provides widely popular platforms for Snapple to the ride. She doesn’t let the hustle and bustle of the Big Apple get ○ to her, though. She is a positive person that celebrates the little have a strong brand presence. things in life that bring a bright spot to her routinized day. Part of that routine includes her favorite Snapple drink, which she drinks every day around 3 o’clock when “that time of day” seems to be Threats a draining effort on her cubicle work. When the cubicle life gets a Other companies, such as Arizona, are selling healthier alternatives. little slow, Amanda opens up her Spotify account to keep up with ○ the latest music charts and likes to share comical YouTube videos ○ Pepsi-Lipton partnership gives Lipton tea access to Pepsi’s bottling and with her friends on Facebook. Since Amanda drinks Snapple daily, distribution network (Phillips). she will either buy her Snapple in bulk at her local grocery store or will snag her favorite glass ○ Competition brand RTD teas are less expensive than Snapple. bottle at the vendor across the street from work. Either way, her Snapple of choice is some- thing she looks forward to as a reward for all of her hard work. 5 6 Target Personas Timing Considerations

Jacob Gutterson (Non-heartland) Jacob is a 22-year-old recent college graduate working at an Snapple will run a campaign from March 2017 to October 2017. With an 8-month duration, advertising agency in Austin, Texas and is categorized as a “young Snapple needs to schedule continuous, stair-stepping advertising to maintain awareness professional.”. His job demands him to always have his phone year-around while emphasizing the spring and summer seasons. During these warm months, in-hand which leads him to check the latest tweets or Instagram consumers crave cold beverages as a resource to cool off from a hot day. Consumers prefer posts to keep up with the latest trends and current events. Jacob warm beverages in the fall and winter, thus the frequency of advertising will be lower during spends his free time checking out local bands and festivals, that time period. However, it will still be present to establish a loyal consumer base and ensure exploring new hiking trails and playing sports. Like other men his Snapple is recognized as a beverage of choice regardless of the season. age, Jacob is a major sports fanatic. He and his buddies always make an effort to watch their alma mater’s basketball and baseball teams when they make it to March Madness or the College World Series. When it comes to his beverage of choice, Jacob wants his drink to be made from quality ingredients, but he isn’t a health nut by any means. Jacob just wants a drink that is tasty, easily accessible and trendy: something that reflects his lifestyle. Jacob is aware of the Snapple brand, but is accustomed to drinking Arizona Iced Tea.

Kristen Payne (Non-heartland) Kristen is a 40-year-old mother who lives in Seattle, Washington. Kristen is quirky, positive and witty. Kristen enjoys using Facebook to keep up with her family, friends and to post links of her latest finds on her mommy blog. Kristen gets together every Monday night with her girlfriends to watch the latest episode of the Bachelor; they even filled out a bracket last season to see who would win the “final rose.” Kristen is a major foodie and is constantly checking out popular blogs and vlogs for new food and drink recipes that will appeal to both her husband and kids. She focuses on the recipes that are wholesome and simple. Kristen has heard of Snapple, but just because she knows they have fun and interesting facts under the caps and recognizes the glass bottle.

7 8 Media Objectives Traditional Media Magazines For the 2017 campaign, Snapple will allocate $6 million towards the traditional medium of Marketing Objectives magazines, which are an effective and efficient way to reach the target audience. According to To grow Heavy User Buying Rate of Heartland Consumers from 9 times to 10 times annually MRI+, adult Millennials who have drank RTD tea in the past 6 months are heavy users of and to grow Light User Buying Rate of Non-Heartland Consumers from 1 time to 3 times per magazines, which indexes at 116, making magazines a crucial medium for Snapple. Magazines year (Case Study). typically have a long life span and multiple readers per copy, so the message will reach a higher audience and have greater impact. Finally, magazines allow for audience selectivity, so Snapple will Advertising Objectives be able to more effectively target Millennials. To reach an average of 61.25 percent of the target audience at an average of 3.1 times per month between March 1, 2017 and October 31, 2017 with a GRP total of 1,710. This will be The following magazines have been selected for the campaign due to achieved by using an ascending to descending stair-stepping continuity pattern. their high indexes with the target audience and number of average readers per copy: Entertainment Weekly (123), Sports Illustrated (116), Justification Glamour (126), People Magazine (113) and Food Network Magazine Reach and frequency levels for this campaign were determined using Ostrow’s Model of (124). According to data provided through SRDS, readers of these Effective Frequency (See Appendix). An ascending-to-descending stair-stepping continuity pattern magazines have an average median household income over $60,000, so was chosen based on the seasonality of RTD tea. The heaviest months of advertising will occur this audience clearly has expendable income, which they can spend on during the summer, when people crave cold drinks and low levels of advertising will occur in Snapple. the fall and spring to maintain brand awareness and loyalty. Gross Rating Points and allocation of budget dollars were determined based on the reach and frequency levels previously chosen. According to SRDS, Entertainment Weekly, which has a circulation of 1.9 million and an average of 6.86 readers per copy, is the category leader of entertainment magazines and focuses on popular culture. This magazine was chosen because of its appeal to “young, educated, affluent adults.” Sports Illustrated, with a circulation of 3 million and an average of 5.86 readers per copy, produces content appealing to sports fan and is primarily read by males. This magazine was chosen for the campaign to Overall Strategy increase the exposure to males during the campaign. Because women’s beauty and health magazines are some of the most popular categories of magazines, Glamour, with a circulation of 2.348 million and an A combination of traditional and nontraditional media will be used to target Millennials aged average of 4.82 readers per copy, was chosen to be part of this campaign. 18-49 years old across America. The majority of the budget will be spent on nontraditional People Magazine, with a circulation of 3.469 million and a high average of media to reach the target audience in unique ways and gain their attention by standing out in 11.89 readers per copy, was chosen for this campaign due to its high pass a world that is increasingly inundated with advertising messages. The media plan will effectively along readership. It is commonly found in waiting rooms for various businesses, thus one issue reach the target audience during strategic points throughout their day to keep Snapple on receives many views. Finally, Food Network Magazine, with a circulation of 1.733 million and an consumers’ minds and drive sales. The frequency and reach of the media will be consistent average of 7.65 readers per copy, publishes content regarding cooking, restaurant trends and throughout the United States to create continuity, but the creative of the messages will tips. This magazine was chosen because of its relation to the food and beverage industry, which differentiate between the Heartland and the non-Heartland. involves Snapple.

Magazines will follow the stair-stepping continuity pattern chosen for this campaign. Due to their long shelf life, this campaign will heavy-up on magazines near the beginning of the campaign so that the message remains in the market for a longer period and is seeded in the market at an early state. Snapple will focus heavily on magazines during the warm months as well to capitalize on the seasonality of the product. All magazine ads will consist of full-page, four- color ads to increase impact and best convey Snapple’s fun, quirky brand message. 9 10 Traditional Media Traditional Media

Traditional Radio Snapple will allocate $6.9 million towards the traditional medium of network radio. Network MLB Opening Day begins the first Sunday of April 2017 , with the first MLB game of the season radio reaches 70 percent of American Millennials, according to a 2014 Nielsen report. This aired on national television. The following two days are comprised of the opening days for the makes traditional radio a very important medium to advertise on in order to reach Snapple’s majority of the MLB, airing 21 games during this time (Newman). Snapple will advertise six ads target audience. Radio is cost effective while allowing Snapple to be selective about the target during this event. This channel will focus on the Heartland audience, specifically focusing on audience that receives the message. Snapple will implement a combination of produced spots games played by teams such as the New York Yankees, Boston Red Sox, New York Mets, Wash- and live reads. ington Nationals, Philadelphia Phillies, and Baltimore Orioles.

According to a 2015 Nielsen report, Millennials are most likely to listen to the radio during On May 28, 2017, Snapple will air six commercials during the Indianapolis 500 NASCAR race. the afternoon drive time from 3 PM to 7 PM as they commute home from work. Therefore, in The 2015 Indianapolis 500 earned a 4.1 rating in 2015, averaging 6,394,097 viewers, according order to have the highest frequency and reach for the target audience, Snapple must have an to Nielsen. This rating was up five percent from the previous year and the rating and viewership advertising presence on the afternoon drive home, roughly 3 PM to 7 PM. This campaign will peaked in the final half hour of the race at 4.7 and 7,330,809 (Autoweek Staff). This audience focus on stations that play traditional pop music, top 40 hits and alternative rock. In order to will cover the non-Heartland sections of the nation, appealing to its main geographic distribu- increase frequency of the Snapple message, advertisements will also be incorporated into the tion in the south at 40 percent and next, the midwest at 25 percent ( NASCAR Fan Base). The morning drive radio time, which is roughly 5:30 AM to 10 AM. Both of these drives will coincide target audience of 18-34 year olds makes up 47 percent of the NASCAR audience. Therefore, with billboard advertisements as the consumer is driving. This will prompt consumers to pur- advertising during a live NASCAR event will increase brand awareness in geographic locations chase the product during the day. not normally involved with Snapple.

Television From June 17-28 2017, eight advertisements will be placed for the College World Series. The Snapple will devote $675,000 to advertise on various sports television channels during sporting College World Series, held in Omaha, Nebraska every June, draws college baseball fans from events with high viewerships. Many TV viewers are switching to watching TV that has been pre- across the country. The 2015 CWS Championship was played on ESPN, ESPN2, and ESPNU, viously recorded or streaming it online. Sports is one of the few programs that is still primarily reaching a total of 5.2 million people. The final game of the series earned a 1.6 U.S. household watched live, which is why it is the only traditional TV network being utilized in this campaign. rating, which ranked it as the third highest-rated baseball game (TV by the Numbers). With Sports television is the most e\fficient use of Snapple’s budget in the traditional television mar- large numbers and a geographically spread-out fan base of composed primarily of college ket to capture live viewers. students and young alumni, advertising during the College World Series would be beneficial for reaching Snapple’s target audience. Beginning March 17-26, 2017 Snapple will advertise seven ads during individual March Madness games. The 2015 NCAA Division I Men’s Basketball Tournament averaged a 7.0/15 HH rat- ing/share in 2015, which was an eight percent increase from the previous year (2015 NCAA Tournament) and the tournament averaged 11.3 million viewers (Banking on March Madness Advertising). According to Nielsen, “the NCAA Tournament, March Madness, is one of the most celebrated sporting events in the U.S., providing tremendous opportunity for advertisers to reach a wide and relatively affluent audience.”

11 12 Non-Traditional Media Non-Traditional Media

Billboards Streaming Radio To keep the Snapple brand in the eye of the target audience, Snapple will allocate $3 million Snapple will allocate $778,600 towards digital streaming radio. According to a 2015 Nielsen re- for billboard advertisements. This form of media is one consumers cannot opt out of viewing. port, 75 percent of Americans listen to music online weekly. One benefit is that these advertise- For commuters and travelers, billboard advertising creates opportunity for high repetition of ments cannot be skipped, a downside to traditional radio. The two most popular streaming pro- views and frequency. Billboards will be placed near interstate exits close to convenience stores grams are Pandora and Spotify. These streaming radio programs allow for radio advertisements where Snapple is sold to reach the consumers near the point-of-purchase. These will be placed that can include video and digital elements that pop up while the user is listening to music. on major highways within the top 30 designated market areas (DMAs) throughout the United States from May through September. During this time, the quantity of billboards will increase in The timing of these digital streaming radio advertisements will be run during warmer months the same stair-stepping continuity pattern. These billboards are intended to attract consumers’ when consumers are more likely to purchase the product. Consumers will be geo-targeted so attention and coincide with strategically-timed Snapple radio advertisements. that Snapple advertisements will appear when they are using the application near convenience stores that sell Snapple. Gas Station Advertising To reach consumers near the point of purchase, Snapple will allocate $1.15 million towards ad- vertising at gas stations across America that sell Snapple. This advertising will include signage at the pump to entice consumers to go inside the store as well as window decals to keep Snapple on the consumer’s mind during their shopping experience. Snapple will focus on the top 25 mar- kets across the non-Heartland to make efficient use of the budget. The frequency of exposure will help to increase brand awareness and drive sales. Streaming Video In-Store Marketing Snapple will allocate $5.252 million towards online video streaming to reach the mass audience To reach the target audience at the point of purchase, Snapple will invest in in-store marketing that streams television via mobile and digital devices. Video streaming is similar to streaming by allocating $2 million towards this non-traditional medium throughout the campaign. The in- radio in that the advertisements cannot be skipped. Video advertisement spots will be placed as store marketing promotions will consist of: shelf-talkers by Snapple products, floor decals listing a pre-roll and end-roll in specific TV shows. In this campaign, Snapple will advertise on Hulu and Snapple facts to be placed throughout grocery stores, samplings to be conducted once a month ABC, which are favorites among the target audience. per grocery store, cart advertisements and automatic coupon dispensers to release Snapple coupons upon purchase of competition brand RTD teas. Snapple will place advertisements in streaming episodes such as The Voice, Scandal, Grey’s Anato- my, Dancing with the Stars, New Girl, and The Bachelor/Bachelorette. Advertisements will use The floor decals and cart advertisements will engage the audience with Snapple and keep the the stair stepping continuity pattern starting in March and heavying up in the summer months product on the consumer’s mind while they shop. When consumers reach the drink aisle, Snap- and decreasing again in the fall. ple will already be on the mind and the coupon will incentivize the consumer to pull the trig- ger and purchase the product. Samplings will entice new consumers to the product by allowing them to taste the great flavors that Snapple offers. The automatic coupon dispensers at check- out are designed to persuade loyal consumers of other RTD tea brands to become Snapple consumers, instead. These in-store promotions will take place in grocery stores such as Kroger, Super Target, and Publix in the top 30 DMAs in the non-Heartland. In-store marketing will be most effective in the non-Heartland because consumers in the Heartland are already familiar with and are loyal consumers of Snapple.

13 14 Non-Traditional Media Non-Traditional Media

Social Media Twitter - Of the social media budget, Snapple will allocate $2.857 million Social media is an essential component to the campaign as it is an integral part of Millennials’ towards Twitter throughout the campaign. Twitter is a social media site that everyday lives. Snapple will appeal to the target audience by being active on its own social media allows users to share real-time content such as pictures, videos, links and text accounts as well as sponsored advertising on Instagram, Facebook, Twitter and YouTube. up to 140 characters. Users actively choose to follow other accounts, such as Snapple, and can interact with brands and other users through tweets, retweets Instagram - Of the social media budget, Snapple will allocate $1.66 million and favorites. By purchasing sponsored Tweets, Snapple’s advertising content will be displayed towards Instagram throughout June and July. According to the Instagram web- to relevant consumers through Twitter’s selective targeting process. Twitter is an advanta- site, 300 million users actively utilize this social media network. The outlet has geous social media site to advertise on because it will allow Snapple to get their informa- “ become the home for visual storytelling for everyone from celebrities, news- tion in front of people who are not directly following them, will gain more followers and can rooms and brands, to teens, musicians and anyone with a creative passion” (Ins- measure results in real time (Twitter). Users utilize Twitter to stay up to date on the news tagram). Utilizing Instagram through rich, visual storytelling will reflect Snapple’s whether it be what is going on across town or around the globe. Twitter is an opportunis- history and personality. This outlet will further reflect the identity of the wholesome, “best tic space to give real time updates regarding sponsored events and a chance to intertwine stuff on earth,” that Snapple needs to display to the non-heartland. In addition, Instagram Snapple products with current events relevant to the target market. Twitter also allows for an updates for heartland consumers will remind the loyal following about the fun and passion- exceptional communication platform between consumers and brands. Consumers often ex- ate side attached to their daily routine of drinking Snapple. Instagram aligns with Snapple’s press both thanks and concerns through Twitter by tagging a brand in a tweet. This two-way brand personality as both are fun and quirky. Hence, it is an ideal platform to reach its target communication tactic opens up the conversation and real time interaction, which will better audience. Displaying Snapple products through a series of photos and videos will bring this the customer experience and strengthen the relationship between Snapple and its Twitter personality to life. Snapple will post on its personal account as well as produce sponsored followers. advertisements to establish a strong brand presence on Instagram. Sponsored advertise- ments, which include visually appealing pictures and witty captions, will reach a mass audi- Youtube - The campaign will allocate $3.219 million towards Youtube adver- ence and increase brand awareness. Sponsored advertisements come in different forms such tisements. Advertisements will be placed in commercial pre-roll format before as carousel, video and traditional picture advertising. Carousel advertising would be ideal to popular streaming videos. YouTube allows for targeting by age, gender, interest display their brand persona and various RTD tea product options that Snapple has to offer. or location. This way, the creative department will tailor the YouTube ads per heartland and non-heartland geographic location. Also, Snapple can target people in the cor- Facebook - Snapple will allocate $3.219 million towards Facebook through- rect demographic audience who possess similar interests in the food and beverage industry. out the campaign. Facebook is an outlet that will establish brand awareness and YouTube offers specific demographic targeting such as, “affinity audiences [which] raise brand encourage two-way communication. By purchasing sponsored advertisements, awareness and drive consideration with your video ads by reaching people who already Snapple will target its ads by geo targeting specific demographics that align with have a strong interest in relevant topics,” or “in-market audiences [which] select from these the campaign’s target audience. While some argue that Facebook is beginning audiences to find customers who are researching products and actively considering buying a to lose its popularity, this is not so with the older half of the Millennial target audience. On service or product like those you offer”(YouTube Overview). YouTube also has built in analyt- the Snapple Facebook page links to the Instagram photos will be posted, as well as recipes ics to measure results so Snapple can see how many click throughs the ad has and the loca- and short creative videos. Facebook is another excellent social media outlet that allows the tion of where the ad was viewed. In addition, the outlet allow brands to make advertisement audience to engage with brands. Facebook also has a section where brands can provide gen- adjustments at any time and run multiple ads at once to see which ones work best (YouTube eral information, a mission statement and company milestones. This information can provide Help). YouTube does not charge for ads that are skipped by viewers before the end of the 30 the newer part of the audience with easy access to the brand’s history. Facebook is a classic seconds, so it is an accurate way to track true impressions. This channel makes for extremely outlet to share company information and further engage and interact with consumers. specific targeting and measuring, which will help gauge brand awareness increases and con- sumer engagement.

15 16 Non-Traditional Media Media Budget

Sponsored Posts - Blogs & Vlogs The campaign will allocate $16,500 to blogs and $11,280 to vlogs which also includes one 24- pack of Snapple per blog/vlog. Blogs and vlogs are an integral outlet for brands to gain recogni- tion from influencers. By paying bloggers and vloggers to highlight the brand in a positive light, influencers will be able to spread awareness and release reviews that will entice consumers to purchase Snapple’s products. Snapple products will be displayed on blogs and vlogs that relate to Millennials such as food and drink, sports, family/mommy (for the older half), lifestyle and travel blogs. The top vloggers and bloggers have anywhere from 700,000 to over 800,000,000 subscrib- ers, as well as thousands to millions of outside views (YouTube Top 100). These media outlets reach a mass audience while also being able to target control the demographics and interests of the large numbers. The products that bloggers and vloggers sponsor also come with automatic credibility to their subscribers, which will make a new audience want to go out and try Snapple for themselves. This channel is a vital part for reaching Millennials in the non-heartland areas and spreading brand awareness.

Google AdWords Snapple will allocate $580,000 to ensure that the brand has strong search engine optimization. By strategically purchasing keywords prevalent to our product and brand, Google Adwords will direct consumers to the point of sale. This allows the potential for Snapple to be represented at the top of the search engine results page. When consumers are researching anything similar to Snapple’s product line, consumers will be guided to our brand at a relevant time to the consum- er which will lead to a conversion and increase overall sales.

17 18 Media Flowchart

Conclusion

This media plan effectively and efficiently uses the media budget presented to reach Snapple’s target audience at key points throughout their day. These busy, young professionals are constant- ly on-the-go, and with the inclusion of this media plan, their day will now include Snapple.

Through a combination of traditional and nontraditional media, Snapple will reach the consumer where they are already spending their time, such as on the radio and social networking sites. With an emphasis on media that consumers cannot skip, the Snapple message will be better positioned to achieve a higher frequency of exposure and create a bigger impact.

The implementation of this media plan will increase overall sales, brand awareness in both the Heartland and the non-Heartland. This will position Snapple to be recognized as the number one selection in the RTD tea beverage category for consumers.

19 20 References

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