The Single-Minded Proposition

"Snap into the Moment" is centered around our belief that Snapple is made from more than just "The Best Stuff on Earth". The best moments are made from people, places, and Snapple. Our creative approach emphasizes being present in the current moment by savoring life's simple joys. With "Snap into the Moment" we asked consumers to become present in your daily moments by savoring life's simple joys.

Goals

Snapple wanted to increase sales volume in the U.S. through an integrated marketing campaign that targets Heartland and Non-Heartland consumers with distinct but complementary executions with a budget of $50 million. Specifically, Snapple wanted to grow brand relevance and purchase frequency from 9x to 10x (per year) in the Heartland. For the Non-Heartland, Snapple wanted to increase top-of-mind brand awareness and purchase frequency from 1x to 3x (per year).

Our lighthearted campaign celebrates a variety of quirky and spontaneous situations where customers can seize the day by enjoying a Snapple. We target the two regions by emphasizing brand nostalgia in the Heartland, and new adventures to those in the Non-Heartland. Our dual strategy will increase brand relevance by 22% in the Heartland and grow top-of-mind brand awareness by 16% in the Non-Heartland.