AIMC 488

POP Into A Snapple Experience

Lesleigh Rickerson
Dusti Manning
Amber Sova
Amanda Wisniewski
Erika Peterson

POP Into:
Time For Change
From Y&R to Deutsch
A Vision
A Difference
Current Campaign
Backlash
A Big Idea
Recommendations

Why Did Snapple Switch to a New Lead Creative Agency in 2008?

Shake up in the agency

Time to RE-ENERGIZE

Quaker Damage

Snapple needs to be FUN again!

Bring on Deutsch!!!

From Y&R To Deutsch: The How & Why

FRESH. NEW. DIFFERENT.
"This is a move that makes sense for a number of reasons, but chief among them are better focus, alignment
and efficiency,"
"We're very pleased with the work Deutsch has done since we brought them on board, and we're looking
forward to their contributions to the continued momentum of Diet Dr Pepper."

Jim Trebilcock, Executive Vice President of Marketing

Snapples Vision

Companys Vision:
At Dr. Pepper Snapple Group, it is our vision to be the best beverage business
in the Americas. Our brands have been synonymous with refreshment, fun, and
flavor for generations, and our sales are poised to keep growing in the future

Campaigns Vision:
New York appeal: That happens to be where our most passionate fans are, and
we thought what we would like to do is tap into the passions those fans have
and the love they have for Snapple and have them share that with the rest of
the world. - Marketing Director Brent Chism

Snapples A Little Bit Different

Personify themselves as:
A fun brand that is quirky, positive, flavorful, and playful. They are a glass-half-full,
humble, and fun loving brand that tries not to take anything too seriously.
Believe that:
Unexpected delights make life great, and that the good stuff in life is the playful
stuff.

Deutschs Current Snapple Campaign

Focuses on using New Yorkers as brand advocates.

Utilize #lovesnapple to spread the word throughout social media and urge
social consumers to illustrate their love for Snapple.
Great intentions and relevant, as its social and allows consumer interaction
HOWEVER

Falls flat
Seen as marketing crutch
Lots of backlash from New Yorkers and other alienated consumers

Backlash Examples

The Big Idea

Recommendations:

Focus on the product, not who uses it: Made from the best stuff on earth

Build Awareness: Share the Snapply Love all over the US

Hold Focus Groups

Questions?

Sources

https://www.thrillist.com/drink/nation/what-the-hell-ever-happened-to-snapple
Gianatasio, David. "Updated: Diet Dr Pepper Shifts to Deutsch." ADWEEK Online 23
Dec. 2008.General OneFile. Web. 21 Sept. 2015.
http://adage.com/article/agency-news/y-r-loses-40-year-hold-dr-pepper/126219/
http://adage.com/article/agency-news/dr-pepper-snapple-moves-advertising-dutiesmcgarrybowen/142264/