Snapple Promo, Case study OWNING LUNCH by Initiative

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Initiative
Director Trishia Atkinson
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: SNAPPLE
Date of First Appearance: May 17 2010
Entrant Company: INITIATIVE, Los Angeles, USA
Vice President/Group Account Director: Jen Nyhan (Initiative)
Vice President/Group Account Director: Jen Lyons (Initiative)
Director, Digital: Bryan Master (Initiative)
Director: Trishia Atkinson (Initiative)
Planner: Laura Symmes (Initiative)
Assistant Planner: Nya Shaheed (Initiative)
Manager, Innovations: Neil Hamel (Initiative)
Media placement: Out-Of-Home - Captivate Elevator Screens - 05/17/2010
Media placement: Out-Of-Home - New York - 05/24/2010
Media placement: Out-Of-Home - New York - 06/19/2010
Insights, Strategy & the Idea
Snapple is a company that represents healthy innovation and as their creative platform suggests, is always looking for “Better Stuff.” They wanted this messaging to be synonymous with lunch time. When people are ready for lunch, they should make it better with Snapple.
Most people look forward to lunch – the one big break in their work day. Professionals are looking for an escape from the stress of their day. Whether they are getting out of the office to grab lunch or eating at their desk, they want a healthy, tasty beverage to accompany their meal. We wanted to give them a multi-sensory experience using unique out-of-home executions designed to catch their attention and give them that “better stuff” feel.
Creative Execution
We chose four key cities – San Francisco, Los Angeles, Boston, and New York – where we set up the world’s biggest lunch tables outside office buildings and invited people to enjoy their lunches together. The super-sized table spanned 24 feet, the benches sat 4 feet off the ground, and the matching 24 foot umbrella was a whopping 15 feet high. Along with Snapple, the table provided a better lunch experience because it was fun and goofy and it got people together with something to talk and laugh about.
Promotional elevator messages in the office buildings guided people to the table. We made their experience better with free bottles of Snapple to accompany their lunches.
Working with popular food personality Rachel Ray, we threw a summer block party in Brooklyn on June 19th called “Snapple and Rachael Ray’s Feedback NYC.” It featured live bands, local food trucks, and plenty of Snapple samples.
Results and Effectiveness
Snapple truly owned lunch time as we achieved an astounding 500+% return on investment! We drove a 56% increase in perception that Snapple complements lunch. 18% of people who saw the table reported immediately purchasing a Snapple. The table drew over 66,000 people and we handed out over 41,000 bottles of Snapple. Snapple and Rachel Ray’s Feedback NYC received organic press coverage in 17 well-known publications and was talked about so much that the Brooklyn Borough President proclaimed June 19th “Snapple and Rachael Ray’s Feedback Celebration Day.”