Documente Academic
Documente Profesional
Documente Cultură
Target Audience
Hipsters
Hipsterdom is one of the latest cultural
insurgents dominating mainstream media
(ironically enough). Hipsters are Millennials
who value education, art, and culture. This
subcultural category is quirky and witty and
possesses an inherent penchant for tea! This
aligns perfectly with Snapples brand persona.
Target Demographic
-
Target Personality
Professionals
April:
Samuel:
Ernest Hemingways
mother dressed him up in
girls clothes until the age
of four.
#fightinggenderroles#SJW
#genderbend
#howprogresive
#SnapCulture
Objectives
1. Reach 5% of non-heartland, college-educated urbanites with new brand
message and maintain reach of current loyal heartland consumers from
January - December 2017.
o Rationale: Snapples current target audience (18-49) is too broad to
effectively reach. By narrowing the target audience to a younger and
trendier demographic,
2. Increase social media presence and engagement by 3% on Facebook and
5% on Twitter and 7% on Instagram by December 2017.
o Rationale: Snapple has underutilized social media as a channel for
effective advertising. Social media presence is a key strategy to reaching
and connecting to a younger, trendier demographic.
3. Generate $6.5 billion by the end of the fiscal year.
Ge graphy
Ames, IA
Chicago, IL
Cambridge, MA
Seattle, WA
Berkley, CA
Brooklyn,
NY
San Francisco,
CA
Palm Springs,
CA
Austin, TX