Brief Overview
Our team was tasked with creating a advertising campaign for Snapple over the year of 2023
In our preliminary research, we found that Snapple’s target audience did not like Snapple’s most recent rebranding attempt, which included abandoning the classic Snapple bottles for plastic ones
So we decided to embrace what made Snapple unique and original, to become a brand that emboldens our customers to share their creations and uniqueness with the Snapple community under the new campaign “Uncap Originality”
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KEY INSIGHTS
Through our research, we found that:
brand loyalists and consumers familiar with the Snapple brand did not like the new direction Snapple’s branding was undertaking
the brand to consumer engagement was low to nonexistent
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BIG IDEA
Our goal was to reverse certain aspects of their recent rebranding
Bring back classic glass bottles
Focus on bringing entertainment back to packaging
And add new aspects of our branding to please brand loyalists and build a community that attracts new customers
Contests that showcase consumers’ creativity
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CREATIVE SOLUTION
NEW CAMPAIGN SLOGAN: UNCAP ORIGINALITY
This new campaign will embrace originality and what makes the brand and its consumers unique. The rebranding will bring back classic Snapple packaging with a twist and focus on being present where their customers need them most
Our campaign will include:
community label design contest
interactive labels that make for easy personalization
sweepstakes
sponsored outdoor events
podcasts ads
more social media involvement
billboards in expanding market
