Snapple and its agency assumed that the type of people that would be most interested
in its "Good for You" premium green teas, which launched over the summer with metabolism-boosting, antioxidant-rich EGCG, would be health-conscious fitness nuts. People who made wellness a
priority.
Surprisingly, the people who responded best to the six-week behavioral-targeting campaign weren't sports fiends, but those interested in arts and literature. People who traveled also responded well to the ads, especially people who traveled internationally.
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