Hakuhodo Singapore and Snapple Asia teamed up with Spotify Asia to create the Snapple x Spotify ‘Summer Play Lab’ quiz and playlist. The page was first set up late last year and the campaign is now running in full speed, across Singapore, Philippines and Hong Kong.
Targeting the musically affluent generation of digital natives, Snapple Asia aims to elevate the brand’s status as a refreshing thirst-quencher to a trend-spotting beverage. The brand is set to take consumers on a rollercoaster ride of fun-filled activities to engage their current lifestyles.
Terence Chen, regional field marketing manager for Motts-Snapple, “Rather than inundate our target audience with a top down message about yet another promotional summer campaign, we wanted to develop one that would allowed different cultures and people to resonate and engage with the brand.”
Now in its Singapore leg of the campaign, users from each country are given nine weeks to take part in a simple quiz. All they would need to do is to identify the Snapple flavour matched to them and pair it with a customised Spotify playlist based on their musical personality.
“In line with music sharing trends, we’ve created a fun, user-engaged platform with Spotify which we hope to be the beginning of many fun and flavorful experiences consumers will have with Snapple in Asia,” Chen added.
Tanner Nagib, regional client service director of Hakuhodo Singapore, “Across all the different religion, race, and culture, music represents who we are as a group and our individuality. This was the bridge that brought Snapple’s outlook on their target consumers, our philosophy here at Hakuhodo and Spotify’s platform together. We want this campaign to allow the different cultures to use music as a way to celebrate and express their their identity."