Integrated Marketing Communication
vildanyilmaz
NorrisBranding1.pptxSnapple: Branding
Lexi Norris
Product Placement in Movies and TV
Snapple sells a product that can easily be placed into a movie or a TV show.
For example, on American Idol the judges always had Coca-Cola cups on the table in front of them - a great way to advertise while still staying subtle.
It also showed the audience that their favorite stars liked to drink Coca-Cola.
Product Placement Cont.
To expand our brand awareness we could use statistics about TV shows outside the heartland.
If the show The Real Housewives gets lots of views from the south and the west coast, we could get the women on the show to drink Snapple on camera for a few episodes.
The Real Housewives could drink Snapple casually and have it around their house for the camera to see.
Brand Ambassadors
Just like the product placement idea, we should look for Youtubers and bloggers who are popular in places outside the heartland.
There are a ton of people who create Youtube content on a regular basis and are able to reach thousands of people through their channel, and those people should be our brand ambassadors.
At the beginning of their videos they can mention something under 30 seconds about Snapple and how they love the drink.
They can talk about their favorite flavors, or something like what they do with the empty bottles.
For example if there’s a video blogger who gardens we could have them create a video about using Snapple bottles to grow plants in.
Brand Ambassadors Cont.
We would also have something special for every Youtuber and blogger who participates where the customer can buy what they are talking about.
If your favorite blogger is talking about peach flavored Snapple, we would let them have a case of peach Snapple to give away.
If your favorite Youtuber is showing you how to grow a plant in a Snapple bottle, we could give them a case of Snapple and seeds to plant in them to give away.
This is combining the ideas of giveaways and brand ambassadors.
The people would all still be hired by our company with the expectation that their outreach will grow our sales.
Celebrity Endorsements
To me, a celebrity endorsement comes about in the form of a campaign.
I’d create a multimedia campaign with Snapple and a celebrity that included commercials, print ads, and social media buzz.
The first thing that came into my mind is the Dunkin x Patriots cups going around right now.
Even though I haven’t seen Tom Brady holding a Dunkin cup and drinking out of it, I associate them together because of the Dunkin Patriots cups.
Celebrity Endorsements Cont.
For Snapple, we need to have something that resonates with the people of the regions outside the heartland.
Perhaps we could get a country star like Tim McGraw to drink Snapple on stage on his tour for the season.
We could get Ariana Grande to mention Snapple in an interview or on a podcast.
There are countless ways to expand our brand’s reach through celebrities - the challenge is picking the right ones.
This could also be something we use statistics for.
We could have a vote on which celebrities the public is most likely to trust and then use those celebrities to endorse Snapple.
Citations
Lynch, J. (2018, February 02). These are the 19 most popular YouTube stars in the world - and some are making millions. Retrieved from https://www.businessinsider.com/most-popular-youtubers-with-most-subscribers-2018-2
