Integrated Marketing Communication

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Objective:

Create a strong presence of Snapple Marketing Campaign using the following branding in the country:

Product placements in Movies and TV

Brand ambassadors

Celebrity endorsements

Elaborate a high brand awareness with Snapple’s

personalities that will represent the product in

the heathland and non-heartland in United States.

Cecilia Alburez

COM 742-A

Branding

The Best Stuff on Earth need to be showed in Hollywood movies at the big screen.

A Snapple technique that will be incorporated: COMEDY GENDER

Specific Snapple promotional intent: A fun-loving product in a 21+Public

Feelings in the scenes: Positivism, energy, happiness and refreshing in situations NO-serious.

Product placement

Typical American comedy movie that shows tough situations in different scenarios where adults can have fun! like SNAPPLE

Demonstrate positivism, passion, energy and good vibes in life. Feeling of being confident with our bodies=

SNAPPLE healthy juices!

MOVIES

Product placement

TELEVISION

American Idol:

The reality-competition tv show holding an incomparable record for being the highest-rated series in America.

Judges: Popular and outgoing artists that drink Snapple while are having fun at the moment of the casting.

Tremendous audience in the country.

Brand ambassador

4 different ambassadors with Snapple personalities that will be represented in the Heartland and Non-heartland in a total of 12 months.

18-49 years (Target Snapple)

Presence in Social Media

Represent the brand in a positive light= Positive spoken person.

They will cover any type of Snapple events.

The Energetic Men

49 years old

The Fun Girl

18 years old

The Passionate Guy

26 years old

The Positive Women

35 years old

Celebrity endorsement

An American comedian, television host, actress, writer and producer.

Characteristics of her personality and popularity related with Snapple:

Funniest women in America

She transmit energy to the audience 18+

Optimistic and positive person that can represent Snapple

Provides the best support for human health

She has been Celebrity Endorsement of: COVERGIRL, VitaminWater Zero, HALO, etc.

Ellen DeGeneres