Snapple TV Campaign Points to the Web

  |  January 21, 2005   |  Comments

An offline ad campaign places new emphasis on Snapple's online marketing efforts.

Snapple will launch a redesigned Web site on Monday to complement its latest offline ad campaign.

The site, developed by New York-based Chopping Block, will tie in with Snapple's "Return the Favor" campaign, which launched this week on TV and radio, and will continue this summer with an under-the-cap promotion and event marketing.

Spending wasn't disclosed, but Snapple's overall advertising budget is estimated to be from $10 to $15 million.

The Web site is being used as the destination hub to which other media will lead. Snapple will use viral and social networking elements to build a community, said Richard Alvarez, advertising manager with Snapple parent Cadbury Schweppes.

"TV has always been our priority, but with this campaign especially we're putting more emphasis online," Alvarez said. "We expect to drive a lot of people to our site and use it to make a connection or reconnect with the consumer."

In addition to making all six TV spots available online, the site will encourage visitors to nominate Snapple-lover friends to join their community. Once friends opt in, they'll be able to see the nice things everyone in the group says about one other or choose to "return the favor" by saying something nice about others in their group.

Snapple fans can submit a picture along with the good things they want to say about Snapple. The company will feature the best of these submissions on Snapple's home page. Visitors can also nominate someone deserving in their community and submit that person's picture and comments about them for the home page.

Snapple doesn't do any online advertising or third-party ads on its site.

The TV campaign, created by Cliff Freeman and Partners, embraces Snapple's roots and its early approach to advertising. The 30-second spots open with Snapple fans complimenting their favorite Snapple flavor, calling it "tingly," or "not diet-y." In the next scene, acquaintances of the Snapple fan "return the favor" by saying something nice, such as complimenting the fan's "excellent hair" or her ability to find bargains.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs