Introduction

When you have a new premium green tea in the market with the highest levels of a critical antioxidant, EGCG, of any ready-to-drink green tea, how do you most efficiently find health-conscious folks online and communicate this key differentiated benefit? That was the challenge that Mediaedge:cia undertook late last year for their client, Snapple, and its new "Good for You" green tea line. Another challenge was the limited amount of quality contextual inventory available in the targeted categories, which is all premium priced and thus very expensive to accumulate cost-effectively at scale over a short period of time appropriate for a launch campaign.

Objective
The objective of the online campaign was to convince the health-conscious consumer that the new Snapple line is the healthiest green tea on the market and to motivate them to make the product part of their daily routine. The target audiences included consumers that are committed to healthy lifestyles and people that participate in sports and exercise activities. The message was the high EGCG content and that the product is made from healthy, all natural ingredients.

Author notes: Dave Morgan is the chairman of TACODA Systems. Read full bio.