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.
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