Addy Award Winner: Silver - OOH & Ambient Media
Business Situation:
In a beverage category that is rapidly adapting to meet consumer demands, Snapple aimed to build on its awareness and be culturally relevant in the eyes of a younger generation, Gen Z. Our goal was to have a cultural impact similar to the unique ways that Snapple impacted the 1990s. As we continue to understand this younger generation, social conversation is a great way to measure a brand’s relevancy.
Knowing that Gen Z is less likely to pay attention to ads, we looked for nontraditional opportunities to drive relevance for Snapple. Our strategic approach focused on cultural collaborations to help Snapple join relevant conversation in an authentic way and reach an audience where they already exist.
Snapple partnered with streetwear designer Joe Freshgoods and established a true co-creation opportunity where Joe designed a custom Snapple label and a limited-edition merchandise line. All media attention around the collaboration focused on the creative design and launch at the Joe Freshgoods pop-up shop in New York.
Knowing that Gen Z is less likely to pay attention to ads, we looked for nontraditional opportunities to drive relevance for Snapple.
Key Strategic Insights:
Research shows that Gen Zers have various passion points within popular culture and desire a personal, authentic connection with brands that share those passions. The ideal partner would embody the Snapple personality, be a fan of the product, and have the creative ability to integrate their brand vision with ours to create something unique. It was also the perfect opportunity to cocreate with a brand that intersected with art, music, and fashion and had existing relationships with relevant influencers.
Executional Elements
Creative Strategy:
We worked closely with Joe to provide the brand history, persona, and creative tools for designing a custom label for a flavor of his choice. To tease the collaboration, we created social ads using footage from the bottle production facility and the custom label design to give consumers a sneak peek. We also designed, produced, and sent custom packages to influential people in Joe’s network, inviting them to the VIP preview party in New York City.
Influencer and Media Outreach:
We collaborated with the PR team to send VIP packages to media outlets and other influencers in the music and streetwear scenes. Here are a few examples of those who posted their VIP packages:
Recap Video
Market Results:
Snapple’s partnership with Joe Freshgoods drove brand conversation over the monthly average of 16,163 mentions (July 2019 to September 2019) by adding 2,071 mentions that month. Paid media saw favorable performance on Instagram and exceptional performance on Twitter across the key performance indicators of engagement rate and video view rate. On Twitter, the best-performing image ad saw an engagement rate of 4.87 percent (175 percent higher than the 2019 benchmark), and the best-performing video ad saw a video view rate of 17.79 percent (61 percent higher than benchmark).
Most of the partnership’s scale was driven by celebrities and influencers organically posting about their VIP packages on Instagram Stories. Of the 68 packages sent to celebrities, 54 percent posted to their combined 9.8 million followers. Throughout the partnership, there was 100 percent positive net sentiment surrounding Snapple and Joe Freshgoods conversation. The partnership helped increase the brand’s overall net sentiment to 66 percent for August, 6 percent higher than the average of the last 90 days. Throughout the campaign’s digital and social touchpoints, the partnership drove an estimated 79.85 million impressions.
Online media outlets spanning the interests of Gen Z lifestyle, music, and pop culture showed excitement for the partnership and pop-up shop, resulting in more than 17.3 million media impressions. Media coverage included exclusive content from Complex’s “Get in Line” series, plus traditional and social features about the custom bottles, co-branded pop-up shop, and celebrity attendees.