My team needed to capture another 5% market share for Snapple so it could rival or surpass Nestea as the #3 ready-to-drink (RTD) tea in the U.S. (behind Lipton and Arizona).
We studied usage data and found that consumption of RTD tea among whites was stagnating whereas among Hispanics it was escalating. 28% of Latinas said they drink Snapple. We aimed to capture that additional 5% market share by targeting all acculturated Latinas who do not currently drink Snapple. The projected growth of the Hispanic population was in our favor: a 67% increase by 2015. And Nestea sales were slumping—also in our favor.
How were we going to convert so many Latinas to the joy of Snapple? Hispanics were more loyal to value teas like Lipton and the 99¢ Arizona. We needed to present Snapple as a premium tea that’s worth the extra few cents. Also, Hispanics more than other cultural demographics enjoy teas with fruit blends.
We looked at Snapple’s core benefits, and among other RTD teas we found Snapple to have the most variety, with their juices and fruit blends—they dared to be different. 61% of Hispanics drink tea with fruit blends, and the one thing about Snapple that stood out visually was the rainbow of different colors that appeared in the Snapple section of store coolers. We decided our role was to amplify Latinas’ feeling of individuality, and we were going to do this through color: For every color there’s a person—for every person there’s a Snapple—Live in Color!¡Vive in color!
All messaging passed through the brand lens of: flavor, color, variety, individuality. Color is how “flavor” translates to visual. It also suggests people of color. Identity suggests the Hispanic identity as well as the identities of the many varieties of Snapple.
Our integrated marketing strategy had three objectives:
- increase availability through distribution,
- increase visibility through communications,
- and increase motivation through promotions.
We recommended a mix of mass media, new media, and direct mail. If budget would allow, celebrity endorsement would be powerful, as 82% of Latinas say they would like to see more Hispanic actors/models in advertisements. There were some rules of thumb, such as using English-language advertising on the Internet, yet Spanish-language YouTube ads. Digital and mobile ads should employ responsive design and be game/visual/video/music rich.