Snapple Ad Agency Assignment 2014

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Dr Pepper Snapple Group has plans to trim $30 million from its marketing budget this year.

The company confirmed that figure during an earnings call, noting that its marketing spend declined $7 million in the first quarter. According to Dr Pepper Snapple's annual report, it spent $486 on advertising and marketing in 2013, up $5 million from the year prior. The company spent $190 million on measured media last year, according to Kantar Media. That's down significantly from $216 million in 2010.

A spokesman said the cuts are focused on media and programs that support its carbonated soft drink portfolio, which includes Dr Pepper, 7Up, Canada Dry and A&W. He also said the company is shifting more money into cheaper digital buys. "We're enhancing marketing ROI analytics and capabilities to ensure our marketing investments are giving us maximum return and value," the spokesman said.

President-CEO Larry Young also highlighted marketing efficiency during a conference call with analysts. "Overall, our first quarter advertising generated almost two billion targeted impressions and through our continued focus on marketing return on investment, we grew GRP's by 30% in the quarter with media spend up only 10%," he said.

Dr Pepper Snapple works with agencies including Deutsch, McGarry Bowen, Initiative and Code and Theory.

Still, the decline in marketing spend comes as rivals Coca-Cola and PepsiCo continue to boost budgets. Coca-Cola, in fact, recently said it would increase media spending and brand-building initiatives by up to $1 billion by 2016.

Under the direction of Jim Trebilcok, exec VP-marketing, Dr Pepper Snapple Group had boosted its budget following a 2008 spinoff from Cadbury Schweppes. The company spokesman pointed out ad spending rose $100 million in the years following the spinoff.

The National Student Advertising Competition is the premier college advertising competition that provides more than 2,000 college students the real-world experience of creating a strategic advertising/marketing/media campaign for a corporate client. Students develop a plans book and then pitch their work to advertising veterans from the American Advertising Federation at the district, semi-final and national levels.[1]

How It Works[edit]

Each year, a corporate sponsor (client) provides an assignment or case study outlining the history of its product and current challenge. The case study reflects a real world marketing challenge. Students must research the product and its competition, identify potential problem areas and devise a completely integrated campaign for the client. Each student team then "pitches" its campaign to a panel of judges.

Structure[edit]

Each of the AAF's college chapters can form a team for the National Student Advertising Competition on its campus. The AAF is divided into 15 geographical regions, and based on their school location, student teams first compete at the district level, either in-person or virtually. The winning team(s) from each district then advances to the semi-finals, where NSAC teams compete for one of eight spots at the finals. The final round of competition is held during ADMERICA, the AAF's annual national conference.

Judging[edit]

Judging is conducted by professionals in the advertising, marketing and communications industry. Judges at the national level are selected from the client and their advertising agencies.

2017 District Winners: Tai Pei Campaign[edit]

June 7–8, New Orleans, Louisiana, United States of America

DistrictStates2017 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales UniversityNational Champions
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSyracuse University'
3Virginia, North Carolina, South CarolinaLiberty University'
4Florida, U.S. Virgin Islands, Puerto RicoFlorida State University3rd Place
5Ohio, West Virginia, KentuckySchool of Advertising Art'
5Ohio, West Virginia, KentuckyUniversity of Kentucky7th Place
6Illinois, Indiana, MichiganGrand Valley State University4th Place
6Illinois, Indiana, MichiganPurdue University Northwest'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaLouisiana State University'
8North Dakota, South Dakota, Minnesota, WisconsinSouth Dakota State University'
9Nebraska, Kansas, Iowa, MissouriWebster University5th Place
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Central Oklahoma'
10Texas, Oklahoma, Arkansas, Northwest LouisianaOklahoma State University2nd Place
11Washington, Oregon, Idaho, Montana, AlaskaMontana State University'
12Wyoming, Colorado, Utah, Arizona, New MexicoBrigham Young University'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaSan Jose State University'
15Southern California, Southern NevadaChapman University'
Virtual District'DePaul University

2016 District Winners: Snapple Campaign[edit]

June 4–7, Anaheim, California, United States of America

DistrictStates2016 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutBoston University
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSt. John's University'
3Virginia, North Carolina, South CarolinaUniversity of VirginiaNational Champions
4Florida, U.S. Virgin Islands, Puerto RicoRingling College of Art and Design3rd Place
5Ohio, West Virginia, KentuckyUniversity of Kentucky'
6Illinois, Indiana, MichiganMichigan State University'
6Illinois, Indiana, MichiganPurdue University Calumet'
6Illinois, Indiana, MichiganBall State University'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaLouisiana State University'
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Minnesota'
9Nebraska, Kansas, Iowa, MissouriWebster University8th Place
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas State University'
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Central Oklahoma'
10Texas, Oklahoma, Arkansas, Northwest LouisianaWest Texas A&M University2nd Place
11Washington, Oregon, Idaho, Montana, AlaskaIdaho State University'
12Wyoming, Colorado, Utah, Arizona, New MexicoNew Mexico State University'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaUniversity of California Berkeley'
15Southern California, Southern NevadaChapman University'
Virtual District'DePaul University

2015 District Winners: Pizza Hut Campaign[edit]

June 10–13, Las Vegas, Nevada, United States of America

DistrictStates2015 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University2nd Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSt. John's University (New York City)3rd Place
3Virginia, North Carolina, South CarolinaUniversity of North Carolina - Chapel Hill'
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of Miami'
5Ohio, West Virginia, Kentucky''
6Illinois, Indiana, MichiganGrand Valley State University'
6Illinois, Indiana, MichiganColumbia College Chicago'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaLouisiana State University'
8North Dakota, South Dakota, Minnesota, WisconsinMinnesota State University - Moorhead'
9Nebraska, Kansas, Iowa, MissouriUniversity of Northern Iowa'
10Texas, Oklahoma, Arkansas, Northwest LouisianaWest Texas A&M University'
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Oklahoma'
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of OregonNational Champions
12Wyoming, Colorado, Utah, Arizona, New MexicoBrigham Young University'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaSan Jose State University'
15Southern California, Southern NevadaUniversity of California Los Angeles'
Virtual DistrictUniversity of Southern Mississippi''
Wildcard Winner'''

2014 District Winners: Mary Kay Campaign[edit]

May 28–31, Boca Raton, Florida, United States of America

DistrictStates2014 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University4th Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University'
3Virginia, North Carolina, South CarolinaUniversity of North Carolina - Chapel Hill'
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of Miami2nd Place
5Ohio, West Virginia, KentuckyMarshall University'
6Illinois, Indiana, MichiganMarian University'
6Illinois, Indiana, MichiganPurdue University CalumetNational Champions
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaUniversity of Alabama'
8North Dakota, South Dakota, Minnesota, WisconsinSouth Dakota State University'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - Lincoln'
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Texas - Austin'
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas Tech University3rd Place
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of Idaho'
12Wyoming, Colorado, Utah, Arizona, New MexicoSouthwest University of Visual Arts - Albuquerque'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaUC Berkeley5th Place
15Southern California, Southern NevadaUCLA'
Virtual DistrictCal State Fullerton'
Wildcard WinnerTBD'

2013 District Winners: Glidden Campaign[edit]

June 5–8, Phoenix, Arizona, United States of America

DistrictStates2013 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University4th Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University'
3Virginia, North Carolina, South CarolinaUniversity of Virginia3rd Place
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of MiamiNational Champions
5Ohio, West Virginia, KentuckyUniversity of Kentucky'
6Illinois, Indiana, MichiganMichigan State University'
6Illinois, Indiana, MichiganPurdue University Calumet'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaLouisiana State University'
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Minnesota - Twin Cities'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - Lincoln'
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Houston'
10Texas, Oklahoma, Arkansas, Northwest LouisianaWest Texas A&M University'
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of Idaho'
12Wyoming, Colorado, Utah, Arizona, New MexicoBrigham Young University'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaUniversity of Nevada, Reno'
15Southern California, Southern NevadaUniversity of Nevada, Las Vegas'
Wildcard WinnerSyracuse University2nd Place

2012 District Winners: Nissan USA Campaign[edit]

June 2–5, Austin, Texas, United States of America

DistrictStates2012 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University3rd Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaPennsylvania State University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSyracuse University'
3Virginia, North Carolina, South CarolinaUniversity of Virginia'
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of Miami4th Place
5Ohio, West Virginia, KentuckyOhio University'
6Illinois, Indiana, MichiganGrand Valley State University'
6Illinois, Indiana, MichiganButler University'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaUniversity of Alabama2nd Place
8North Dakota, South Dakota, Minnesota, WisconsinMinnesota State University - Moorhead'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - LincolnNational Champions
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas A&M University - College Station'
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas Christian University'
11Washington, Oregon, Idaho, Montana, AlaskaPortland State University'
12Wyoming, Colorado, Utah, Arizona, New MexicoSouthwest University of Visual Arts - Albuquerque'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaUniversity of California - Berkeley'
15Southern California, Southern NevadaUniversity of California - Los Angeles'
Wildcard WinnerWest Texas A&M University5th Place

2011 District Winners: JCPenney Campaign[edit]

June 1–4, San Diego, California, United States of America

DistrictStates2011 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University3rd Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaHofstra University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaIthaca College2nd Place
3Virginia, North Carolina, South CarolinaUniversity of Virginia'
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of MiamiNational Champions
5Ohio, West Virginia, KentuckyOhio University'
6Illinois, Indiana, MichiganColumbia College - Chicago'
6Illinois, Indiana, MichiganButler University'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaSavannah College of Art and Design'
8North Dakota, South Dakota, Minnesota, WisconsinMinnesota State University - Moorhead'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - Lincoln'
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Texas - Austin'
10Texas, Oklahoma, Arkansas, Northwest LouisianaOklahoma State University'
11Washington, Oregon, Idaho, Montana, AlaskaBrigham Young University - Idaho'
12Wyoming, Colorado, Utah, Arizona, New MexicoUniversity of Texas at El Paso'
13HawaiiChaminade University'
14Northern California, Northern NevadaCalifornia State University - Chico'
15Southern California, Southern NevadaChapman University'
Wildcard WinnerPurdue University Calumet'

2010 District Winners: State Farm Campaign[edit]

June 10–11, Orlando, Florida, United States of America

DistrictStates2010 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutBoston University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSyracuse University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University'
3Virginia, North Carolina, South CarolinaUniversity of Virginia'
4Florida, U.S. Virgin Islands, Puerto RicoFlorida State University'
5Ohio, West Virginia, KentuckyMarshall University'
6Illinois, Indiana, MichiganPurdue University Calumet'
6Illinois, Indiana, MichiganButler University'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaSavannah College of Art and Design'
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Wisconsin - Madison'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - Lincoln'
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas State University2nd Place
10Texas, Oklahoma, Arkansas, Northwest LouisianaUniversity of Houston'
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of Oregon'
12Wyoming, Colorado, Utah, Arizona, New MexicoArt Center Design College - Tucson'
13HawaiiChaminade University'
14Northern California, Northern NevadaUniversity of Nevada, Reno'
15Southern California, Southern NevadaChapman UniversityNational ChampionsWildcard WinnerBall State University'

2009 District Winners: Century Council Campaign[edit]

June 4–5, Baton Rouge, Louisiana, United States of America

DistrictStates2009 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University'
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSyracuse UniversityNational Champions
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University'
3Virginia, North Carolina, South CarolinaUniversity of Virginia'
4Florida, U.S. Virgin Islands, Puerto RicoFlorida State University'
5Ohio, West Virginia, KentuckyOhio University'
6Illinois, Indiana, MichiganNorthwood University'
6Illinois, Indiana, MichiganColumbia College Chicago'
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaEast Tennessee State University2nd Place
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Minnesota - Twin Cities'
9Nebraska, Kansas, Iowa, MissouriUniversity of Nebraska - Lincoln'
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas Tech University'
11Washington, Oregon, Idaho, Montana, AlaskaPortland State University'
12Wyoming, Colorado, Utah, Arizona, New MexicoArt Center Design College - Tucson'
13HawaiiHawaii Pacific University'
14Northern California, Northern NevadaUniversity of California - Berkeley3rd Place
15Southern California, Southern NevadaChapman University4th PlaceWildcard WinnerTexas Christian University'

2008 District Winners: AOL Campaign[edit]

June 8–9, Atlanta, Georgia, United States of America

DistrictStates2008 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutEmerson College5th Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaHofstra University
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University
3Virginia, North Carolina, South CarolinaUniversity of Virginia3rd Place
4Florida, U.S. Virgin Islands, Puerto RicoFlorida State University
5Ohio, West Virginia, KentuckyOhio UniversityNational Champions
6Illinois, Indiana, MichiganIndiana University Bloomington
6Illinois, Indiana, MichiganColumbia College Chicago
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaLouisiana State University
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Wisconsin - Oshkosh
9Nebraska, Kansas, Iowa, MissouriWebster University
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas State University - San Marcos
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of Oregon
12Wyoming, Colorado, Utah, Arizona, New MexicoArt Center Design College - Albuquerque2nd Place
13HawaiiNo participant
14Northern California, Northern NevadaUniversity of Nevada, Reno
15Southern California, Southern NevadaUniversity of Southern California
Wildcard WinnerTexas Christian University4th Place

2007 District Winners: Coca-Cola Campaign[edit]

June 7–8, Louisville, Kentucky, United States of America

DistrictStates2007 Winning Team(s)National Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutQuinnipiac University
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaSyracuse University4th Place
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaBaruch College
3Virginia, North Carolina, South CarolinaUniversity of Virginia
4Florida, U.S. Virgin Islands, Puerto RicoFlorida State University
5Ohio, West Virginia, KentuckyMarshall University
6Illinois, Indiana, MichiganUniversity of Illinois
6Illinois, Indiana, MichiganUniversity of Michigan2nd Place
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaSavannah College of Art and Design
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Minnesota - Twin CitiesNational Champions
9Nebraska, Kansas, Iowa, MissouriWebster University
10Texas, Oklahoma, Arkansas, Northwest LouisianaTexas Christian University
11Washington, Oregon, Idaho, Montana, AlaskaPortland State University
12Wyoming, Colorado, Utah, Arizona, New MexicoArt Center Design College - Tucson
13HawaiiChaminade University
14Northern California, Northern NevadaCalifornia State University - Chico
15Southern California, Southern NevadaUniversity of Southern California3rd Place
Wildcard WinnerUniversity of Texas at Austin

2006 District Winners: Postal Vault Campaign[edit]

June 10–12, San Francisco, CA

DistrictStates2006 Winning TeamNational Finals Placement
1Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, ConnecticutJohnson & Wales University
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaUniversity of Scranton
2New York, Pennsylvania, New Jersey, Maryland, Delaware, District of ColumbiaGeorge Washington University
3Virginia, North Carolina, South CarolinaUniversity of VirginiaNational Champions
4Florida, U.S. Virgin Islands, Puerto RicoUniversity of Miami
5Ohio, West Virginia, KentuckyUniversity of Kentucky
6Illinois, Indiana, MichiganBall State University
7Tennessee, Georgia, Alabama, Mississippi, Southeast LouisianaUniversity of Tennessee
8North Dakota, South Dakota, Minnesota, WisconsinUniversity of Minnesota - Twin Cities3rd Place
9Nebraska, Kansas, Iowa, MissouriWebster University2nd Place
10Texas, Oklahoma, Arkansas, Northwest LouisianaSouthern Methodist University
11Washington, Oregon, Idaho, Montana, AlaskaUniversity of Oregon
12Wyoming, Colorado, Utah, Arizona, New MexicoArt Center Design College - Albuquerque4th Place
13HawaiiChaminade University
14Northern California, Northern NevadaUniversity of Nevada, Reno
15Southern California, Southern NevadaChapman University5th Place
Wildcard WinnerUniversity of Wisconsin - Madison

Past Sponsors and Winners[edit]

References[edit]

External links[edit]

2007 District 14 NSAC Regionals: Fresno, CA

Top Row from Left:
Victor Costa, Veronica Favela, Alicia Allen, Andie Larsen, J.J. Beard, Liz Santos, Kateland Weighall, Robert Ortegon and, Billy Wilson.
Bottom Row from Left:
Bill McGowan, Jen Witz, Brie Leon, Christina Solomon, Jamie Varon & Ramsey Barnette.

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