Rebranding Strategy for Enhanced Market Engagement- Snapple
This project, part of the "Account Planning" class, focused on developing skills to influence consumer behavior through research-driven strategies and creative storytelling. Our team of four was tasked with analyzing Snapple, a brand facing challenges in maintaining relevance and connection with younger audiences. We sought to revitalize its image among Gen Z by addressing its outdated reputation and declining engagement, while aligning with values like mental health and sustainability. Using platforms like TikTok, Spotify, and YouTube, we created a quirky, light-hearted campaign to position Snapple as a comforting and friendly brand.
Although the campaign was not implemented, research revealed that Gen Z values authenticity, mental health awareness, and sustainability, highlighting the need for Snapple to evolve. An unexpected insight was how effectively mental health messaging can enhance brand connection. This project provided valuable lessons in adapting brand strategies to meet modern consumer expectations, which will guide future marketing efforts.
Attached are our creative brief and briefing presentation.
