Snapple's collaboration with renowned streetwear designer Joe Freshgoods aimed to re-establish brand relevance with Gen Z through an authentic and culturally resonant partnership. This innovative campaign seamlessly integrated custom-designed products, a pop-up shop experience, and strategic social media engagement to create a memorable impact.
Snapple faced the challenge of remaining relevant in a rapidly evolving beverage market, particularly among Gen Z, who are known for their ad aversion and demand for authentic brand interactions. The goal was to create a cultural impact reminiscent of Snapple's influence in the 1990s by leveraging nontraditional marketing strategies.
Understanding that Gen Z values personal and authentic brand connections, Snapple sought a partner who embodied its brand personality and could seamlessly integrate their creative vision. Joe Freshgoods, known for his vibrant, vintage style and strong cultural ties, was the perfect collaborator. His existing relationships with influencers and his genuine enthusiasm for Snapple made him an ideal partner.
Joe Freshgoods designed a custom Snapple label and a limited-edition merchandise line. The collaboration was teased through social ads featuring behind-the-scenes footage and the custom label design. VIP packages were sent to influencers and media outlets, containing limited-edition bottles and invitations to a VIP preview event in New York City.
Social buzz:
The campaign generated significant buzz on social media, with Snapple achieving a net sentiment of 100% positive conversation around the collaboration. Instagram Stories, Twitter posts, and other social media activities along with online media coverage from outlets like Complex, BET and Teen Vogue drove an estimated 96.39 million impressions across all channels
Celebrity and Influencer Participation:
VIP packages were sent to celebrities and influencers, resulting in high-profile social media shares and additional reach. Of the 68 packages sent, 54% of recipients posted about them, contributing nearly 9.8 million impressions.
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