Snapple

Target Audience
Hipsters
Hipsterdom is one of the latest cultural
insurgents dominating mainstream media
(ironically enough). Hipsters are Millennials
who value education, art, and culture. This
subcultural category is quirky and witty and
possesses an inherent penchant for tea! This
aligns perfectly with Snapples brand persona.

Target Demographic
-

Target Personality

Men and Women 18-35

This demographic is venturing out into the

world by starting families as well as careers in
College-Educated (currently attending the attempts of leaving behind unique legacies.
Maybe some day Snapple Real Facts will be
or graduates)
about them. Their positive outlooks and creative
perspectives challenge previous social norms
Ethnically Diverse
and aid in the quest to craft a bigger and
brighter tomorrow.
Famillenials and/or Young

Professionals

Snapple is all about positivity and not taking

things too seriously. Hipsterdom comes chockfull of snarky, tongue-and-cheek frivolity that
Snapple can easily integrate into its campaign.

Target Market Audience Snapshot

The Browning-McCallisters:
A young, hip family that seeks sweet,
wholesome fruit drinks that the whole
family can enjoy.
Ages: 31 (father), 28 (mother), 3 (twins)
Location: San Francisco
Annual Income: $67,000
Lily Browning is a Berkley graduate,
while Jason McCallister is currently
attending the San Francisco Art
Institute.
They highly value art and education. Lily
and Jack started drinking Snapple in
college and continue to purchase it for
themselves and their two children
(Bronwyn and Max). Bronwyn prefers
the Peach Tea Snapple, while Maxs
favorite flavor is Kiwi Strawberry, which
he spikes with jelly beans or gummy
bears when his parents allow it.

April:

Samuel:

Q: What do you call a

hipster model?
A: A poser.

A young, urbanite who is currently attending the University

of Washington.
Age: 23
Location: Seattle, Washington
Annual income: $25,000
April is a spirited, fun-loving girl studying to be a
veterinarian. She is bright and optimistic--always seeking a
new experience and chasing her next high. She lives in the
college dorms and always keeps her mini fridge stocked
with Diet Lemon Tea.
She is a bookworm who rereads the Harry Potter series
every summer.

Sam is a college student, studying mathematics at Iowa State, who

moonlights as a stand-up comic. He spends his free time
streaming Comedy Central programs on Hulu. His dream is to
become a famous comedian, but being a math teacher is a
suitable backup.
Age: 26
Location: Ames, Iowa
*completely hypothetical, allegorical
representation of target market segment
Annual income: $20,000

The Big Idea

Snapple: Made from the best
stuff on earth And its
read Hemingway.
Finally, a drink as cultured as
you are.
#SnapCulture

Ernest Hemingways
mother dressed him up in
girls clothes until the age
of four.
#fightinggenderroles#SJW
#genderbend
#howprogresive
#SnapCulture

Objectives
1. Reach 5% of non-heartland, college-educated urbanites with new brand
message and maintain reach of current loyal heartland consumers from
January - December 2017.
o Rationale: Snapples current target audience (18-49) is too broad to
effectively reach. By narrowing the target audience to a younger and
trendier demographic,
2. Increase social media presence and engagement by 3% on Facebook and
5% on Twitter and 7% on Instagram by December 2017.
o Rationale: Snapple has underutilized social media as a channel for
effective advertising. Social media presence is a key strategy to reaching
and connecting to a younger, trendier demographic.
3. Generate $6.5 billion by the end of the fiscal year.

o Rationale: According to Snapples 5 year trend, they make an average of

$6.12 billion a year.

Snapple + Keurig Two

Teas in a Pod
Snapple has had a relationship with
Keurig since the launch of the Snapple
line of cold tea pods in 2015.
Since the cold tea category typically
experiences a decrease in sales during
the fall and winter seasons, the
introduction of a line of hot tea Keurig
pods in seasonal flavors increases
sales and promotes versatility of
Snapple products all year round. Our
spot markets have fairly cold
wintersprobably due to hipsters
affinity for scarves.
Seasonal flavors: Toasted Cinnamon
and Warm Apple Cider.
#SnuggleUpwithaSnappleCup

Q: Why do hipsters like iced tea?

A: Because ice was water before it
was cool.

Ge graphy

Salt Lake City, UT

Ames, IA
Chicago, IL

Cambridge, MA

Seattle, WA

Berkley, CA

Brooklyn,
NY

San Francisco,
CA

Palm Springs,
CA
Austin, TX

Budgeting: $50 million