Food & Beverage Case Study

How Snapple Leveraged Insights & Advocacy to Dodge Product Launch Risk

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.

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RETAIL ACTIVATION

Generate On-Shelf Excitement at Key Retailers

In a highly competitive space, Snapple needed a way to boost awareness of its new product, Snapple Straight Up Tea, and to drive purchase trial and conversion, specifically in Target retail stores. 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

Amplify Promotions to Drive Conversion and Support Retail Relationship

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

Consumer Intelligence to Ensure Continued Product Success

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.

Results

5,400 +

Pieces of UGC

19 MM

Impressions

34 %

Coupon Redemption Rate

+ 25 %

Increase in Share of Voice