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Snapple - 19 Years of Keeping a Legacy Brand Relevant
Strategic Pattern:
Try it then buy it, integrated partnerships, allied brands into ecosystem
The Partnership Arc
Three corporate acquisitions. One strategic partnership. 19 years agency partnership...Insane for a smaller agency
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Cadbury Schweppes
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Dr Pepper Snapple Group
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Keurig Dr Pepper
The ask outside of our annual sampling programs and the millions of product samples: "How do we make Snapple Fun again?"
The answer: Integrate the brand messages experiences across PR, social, media sponsorships, but mostly create fun, experiential that is a differentiator and engaging and bring their allied brands along for the ride.
The #LOVESNAPPLE Letters
The Situation: Client made a large out of home media buy including outdoor and subway "Born and Bred in NY" with NY winter sampling program.
Problem: Sampling in NY winter isn't practical. We needed branding, but not just branding, engagement in a unique experiential program and expand the program into the Spring for sampling and event sponsorships.
The Strategic Decision: I bought giant yellow #LOVESNAPPLE letter sculptures with my own money. A 22-foot-long portable banner painted with dry erase paint.
The Execution:
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Originally planned to be a stand-alone each day in a different neighborhood of the five boroughs to truly tie into Snapple "Born and Bred" in NY, but something so NY happened. The letters were tagged by artists and for social media, people took ownership of it, and it had a NY cool graffiti look. We kept the letters with a flair and even in languages from each distinct NYC area.
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We were in the subway stations, in Grand Central terminal, at the Ferry, on the streets, everywhere you could find New Yorkers, not just the typical event areas.
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Created authentic Instagram-worthy photo moments
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Turned fans into social media brand ambassadors with photo shares
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$3k investment was the star of a more than million dollars buy, and it became the footprint for PR and Social Media driven programs including for AGT.
The Result: Letters became a program in themselves, used across multiple platforms. Our modest investment amplified their million-dollar outdoor campaign.
The NYSE Bell Ringing Rescue
The Challenge: Cadbury Schweppes CEO Todd Stitzer flying into the country to ring the NYSE opening bell with executives. We're hired to create an experiential program outside on the stock exchange property.
The Crisis Begins: Cadbury Schweppes was creating costumes in-house but couldn't execute. They called us as emergency rescue.
The Problems:
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Seven brand managers across different brands
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Zero coordination between brands
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They were dragging their feet supplying artwork
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We finally get files just days before the event
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Our printer QUIT - they'd been waiting 2 weeks for artwork approval and walked away
The 24-Hour Sprint: I had to find a new printer willing to take a rush job in one day. Got files printed. One of our staff waits to grab the prints, jump in a cab, and rush them to a costume maker who crazily agreed to work all night to have costumes ready by morning.
And that was the EASY part.
The Fire: 4 AM. Driving Snapple Promotional Truck to Brooklyn to pick up costumes, then to downtown Manhattan for NYSE opening. I see smoke in the distance in route to Brooklyn.
I'm driving right toward it.
The biggest fire in NYC since 9/11 - across the street from the costume makers.
Entire area blocked off by police and fire crews.
The Strategic Solution: Brought a case of Trident to the police. They connected me with firemen. More Trident, Some Snapple…firemen escorted the costume makers through the fire zone with the costumes to me.
Speed to Wall Street. Give a case of Snapple to security..waved in past any “mandatory” checks.
The Result: CEO Todd Stitzer rang the bell on time. Experiential program brought all of the brands together; I even brought outdoor furniture from my house for a lounge area. Client never knew we were real fire fighters that day. Located a printer who could turn around job in less than 24 hours, had costumes made overnight, navigated a fire zone, and expediated our way through security with their own products.
Just another day for us.
Media Sponsorships at Scale
The Execution:
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America's Got Talent (AGT)
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The Amazing Race
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Celebrity Apprentice
Integrated Snapple primetime sponsorships into our activations,
see video spoof. "Actress to street vendor: "No Coke No Pepsi...Snapple"
The QuickChek Balloon Festival Strategy
The Situation: An annual event for our program with 250,000 attendees watching the launch of 100+ hot air balloons. We elevated our brand exposure beyond ground level. Brands spending $80-100K just for their custom hot air balloons.
The Strategic Decision: Launch Snapple helium inflatable balloon on 150-foot rope tied to our event truck directly in crowd sightline and the first balloon visible.
The Execution:
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Managed 80 feet of exhibit space for multiple DPSG/KDP brands
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Anchored by Snapple brand
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Creative activations, DJ, Games, 3D artist (plastic bottle instead of ball for dunk tank when Snapple switched from glass to plastic)
The Result: Hijacked a "Balloon Festival" with strategic creativity, not budget.
Marathon Integration: Snapple Real Facts
The Strategy: Long Island Marathon mile markers featured Snapple Real Facts at every mile.
Runners got brand engagement throughout 26.2 miles and then Snapple through our production of the Long Island Marathon Post Race Festival enjoyed front and center attention to the 8k runners and 20k at festival. See Marathon Video.
Launching Allied Brands
The Strategic Approach: Brought Vita Coco and Bai into Snapple programs, giving them exposure and as Ben Weiss, the founder of Bai said, "Superbowl ad raised our brand awareness, but we still need to raise taste awareness."
The Result:
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Helped launch these brands to prominence
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Bai eventually acquired
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Allied Brand growth without exhausting their own brand budgets
Why the Partnership Lasted 19 Years
It's not a coincidence that Snapple currently seems irrelevant since we stopped supporting the brand.
What we delivered:
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Large scale activations not seen for brand before
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Strategic creativity that multiplied campaign impact
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Logistical excellence and Strategic Planning
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Allied brand ecosystem that created additional value
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Understanding the culture connection to New Yorkers
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Not making assumptions from third party data analytics to lose brand authenticity
The use of data analytics is a powerful tool and recognizing the space that sits between this resource and human behavior creates unique brand opportunities. We kept a legacy brand at the top for 19 years by making strategic decisions at the moment of opportunity as well as detailed preparation and remaining agile in our annual experiential and sampling programs.