Food & Beverage | Case Study
When Snapple launched its Snapple Straight Up Tea, they appealed to the growing number of health-conscious consumers today. But the brand needed to stay refreshed in consumers’ minds.
5,400 +
Pieces of UGC
19 MM
Impressions
34 %
Coupon Redemption Rate
+ 25 %
Increase in Share of Voice
RETAIL ACTIVATION
In a highly competitive space like Target, Snapple needed a way to boost awareness of its new product, Snapple Straight Up Tea, and to drive purchase trial and conversion. Vesta worked with the brand to identify and mobilize a guerilla marketing team – 1,200 influential Target shoppers – to try the new product and generate buzz and excitement of the products’ availability on-shelf.
conversion
Participants were prompted to try the tea and share their experiences through social media with their friends and family. Their posts contained a special discount offer call-to-action link – driving friends, followers and readers to purchase and achieved a 34% redemption rate.
INSIGHTS
It’s estimated that one in four products will fail after launch. Snapple surveyed engaged and opinionated consumers to help understand key brand attributes, marketing positioning, and retail behaviors to make informed decisions.
