Target Audience: Gen Z gamers aged between 16 and 24. Gen Z are believers in corporate responsibility and are willing to pay more for high-quality, ethical, and sustainable products. Gamers spend much of their free time online, whether gaming or socializing with friends through digital platforms such as Twitch and Discord.

Insight: “Snapple is the Myspace of drinks.”[1]It went from a quirky tea/juice company started by a group of best friends to a product that Gen Xers and elder Millennials remember was once cool. The new branding lacks the unique character and vision that made it so popular in the 90s.

 Concept: By reintroducing their cult hit, Snapple Elements, as a non-caffeinated energy drink, and partnering with the insanely popular online game, Fortnite, Snapple will reach a new audience and regain its former glory.

• Refresh brand with return iconic logo, new brand packaging back to sustainable glass bottles
• Fortnite - in game skins, advertising, QR code promotions inside caps
• Twitch - banner ads, influencer partnership, emote
• TikTok - curated content from influencers, original content of product

Roles: AD/CW

[1] McCue, M. (2015 June 23). How Snapple became the Myspace of drinks. Thrillist.