Snapple put their confidence in Microsoft Advertising to rebrand their ready-to-drink iced tea using a comprehensive array of digital advertising options.
Snapple found itself in a difficult marketing position in the crowded and competitive bottled tea market. They needed to raise brand awareness and increase purchase intent to an audience that:
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Sought out innovative flavors.
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Was attracted to standout packaging.
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Now had a wealth of beverage choices.
To compete against aggressive competition, the brand underwent a transformation aimed at reigniting interest in the original new-age beverage.
Snapple partnered with Microsoft Advertising to support the product’s new tagline, “The Best Stuff on Earth just got better.”
The Snapple campaign launched across several Microsoft Advertising properties, including the MSN® Lifestyle channel, the Windows Live™ Messenger tab and the Messenger Today page. Snapple’s banner ads donned the messages, “Healthy Green Tea. Tasty Black Tea. Real Sugar. Better Stuff” and “The Best Stuff on Earth just got better.”
Meanwhile, rich media ads featured short, entertaining videos that showed viewers how Snapple found “better stuff” to put in its tea. Snapple also used interactive ads to drive consumers to its web site, where they could discover “Real Facts.”
The properties were a natural fit for Snapple’s target audience of adults 31 to 55. The campaign allowed Snapple to reach customers as they launched instant messaging conversations, in which friends and family discuss opinions and purchase decisions.
Snapple achieved success with their campaign thanks to strategic placement on Microsoft Advertising properties, effective re-branding efforts and original creative executions. The original bottled tea was able to drive the visibility it needs to compete in the crowded tea market.
