Snapple’s Summer Play Lab
In 2016, Snapple partnered with Spotify and Hakuhodo Singapore to come up with the “Summer Play Lab,” a summer campaign that targeted musically-inclined millennials. Users were given nine weeks to take part in a quiz where they identified the Snapple flavor that matches their personality and Spotify playlist.
The campaign used experiential and digital marketing to reach out to music lovers, and aimed to prove that the Snapple brand can branch out from being a thirst-quencher to a trend-spotting beverage. The brand also wanted to showcase different cultures and use music as a way to celebrate diversity.