Snapple Draws Young Demo with Edgy Music Sponsorship
Once its sponsorship of last summer’s Area 2 music festival was inked, Snapple got to work on an activation strategy to take its three new Elements SKUs as close to the tattooed, pierced target as possible.
Relevancy was a priority. So Snapple decided early on not to sample in traditional manners or present the brand in ordinary ways. An Elements Base Camp was erected at the concerts. The centerpiece of the area was a 22-foot-high vertical ramp where mountain boarders put on big air shows.
The ramp was accented by three brand-specific domed tents: The Elements Enhanced Waters tent featured a rapid hydration mister with samples of the agua and a wet t-shirt contest. The Base Command tent sampled energy juice and had a dj spinning tunes and offering free CD samplers. Next up was a Venom Chill Tent, with a rock bar and the now-infamous Venom Chill Chair. The fiberglass chair had the look of a glacier-like structure. To its side was a large ice luge, used to pour shots of Venom into the participant’s mouth. To complete the effect, small holes in the chair leaked cold air as the shot flew through the ice and into the mouths (guests who shot-gunned an entire can of Venom won prizes) of thirsty guests.
A total of 123,750 samples and 30,000 premiums were distributed at the 12 Area 2 concerts, bumping sales and driving awareness among the young consumer target.