This project was completed for the National Student Advertising Competition, representing the University of Houston in 2016. My role was primarily copywriting and editing.
Each year the AAF partners with a major corporate client to challenge over 200 college chapters across the country to develop an integrated marketing campaign for a specific product, service or brand. In 2016, that corporate client was Snapple.
Snapple broke beverage monotony by taking risks with exclusive blended flavors and all-natural ingredients in a unique glass bottle with fun facts under the cap. In order to grow Snapple volume from its New York City roots to the rest of the U.S., we believed the solution required more than just another campaign. It needed a movement.
Every movement needs a rallying cry. Ours was Beat Boredom.
Beat Boredom captures the essence of why people love Snapple. Snapple adds unexpected flavor to everyday moments, breaking the cycle of boredom. It's fun. It's quirky. It's Snapple.
Our Leader: Meet Mundae Blande.
Beat Boredom Kickoff
We begin our movement with the #BeatBoredom promotion. Building on Snapple's previous "Win Nothing" campaign, where consumers won nothing, the #BeatBoredom promotion features quirky, boring prizes that are not always what they seem. In this :30 television spot, our spokesperson, Mundae Blande, addresses a support group of "bore-o-holics" on how they can beat their boredom.
Once consumers pop the cap they will find a boring prize underneath. To find out what they actually won, they can log on to Snapple's website or mobile app. For example, "You won a seat in morning traffic" may actually mean they won a brand new car or "You won a spot in the grocery waiting line" may mean free Snapple!
Snapple Fall Flavor Introduction
Snapple is well known for flavor innovation. While developing our campaign, we decided to carry on that legacy by creating limited time flavors for Summer and Fall: Melonade and Honey Cranberry.
In this :15 television spot, Mundae Blande helps a man realize that doing yard work doesn't have to be boring and that Snapple is...unexpected.
We kept the campaign's tone of voice upbeat and quirky, true to the Snapple brand while having the transition from black and white to color symbolize the change from boredom to exciting, unexpecting flavor.
Social Media: Continuing the Conversation
Our target uses social media as a way to break from their boredom. Creating a multi-faceted social media strategy across several platforms allows Snapple to reach a diverse audience looking to #BeatBoredom.
Awards
2017 American Advertising Awards: Student Gold in Television Campaign for 2016 NSAC Snapple
2017 American Advertising Awards: Student Silver in Television Single for 2016 NSAC Snapple
2017 American Advertising Awards: Student Citation of Excellence for Plans Book for 2016 NSAC Snapple