Recognizing that Snapple enjoys a long-standing and loyal social following, we looked to combat the disparity in paid media spend by leveraging passionate Snapple fans and influencers and increasing our earned media presence.

We identified three celebrity fans who often posted about Snapple in the past (Jenny McCarthy, Donnie Wahlberg and Kim Kardashian). As loyal Snapple drinkers, we wanted to show our appreciation for their support and created custom-designed packages and flavor names for each of them. A case of custom products were sent to them privately with no fanfare in the hopes that they would acknowledge their delight publicly on social media.