challenge:

snapple was a fixture of the 90s, but had lost relevance in an expanding category and an aging audience. gen z was the new imperative, but they lacked an emotional connection with the brand.
snapple needed to make its snappliness relevant for today.

insight:

gen zs see themselves as the color bomb in a colorless world, bringing vibrancy back to the parts of culture that had become flavorless. 

they saw snapple as nothing more than a vibrant liquid - they liked the taste but didn’t resonate with the brand.¹

snapple had to lean into its truth to get noticed by gen z and let its flavor flag fly.

this led to the insight: we consume flavor to express flavor until our whole world is as vibrant as we are.

strategy:

to counter the mundane, it’s audacious to be full of flavor. snapple could join gen z and bring back the flavor that the world was lacking.

this led to our strategic idea: inspire a ridiculously flavorful world.

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¹one quote from our 50+ ethnos that really hit this home: “if i were from another planet, just arriving on earth, i wouldn’t know what snapple is about.” yeesh.