ANAHEIM, CA, Jun. 6, 2016—Tasked with creating an integrated marketing campaign for Snapple to expand its consumer base, the University of Virginia’s (District 3) creativity came out on top as they bested seven other collegiate teams to win the American Advertising Federation’s (AAF) 2016 National Student Advertising Competition (NSAC). Blaise D’Sylva, VP Media at Dr Pepper Snapple Group announced the winning team earlier today.
West Texas A&M (District 10) and Ringling College of Art + Design (District 4) were awarded second and third place, respectively, at the NSAC national finals, which took place during the AAF’s annual national conference, ADMERICA, at the Disneyland Resort in Anaheim, CA.
“The NSAC is a fantastic opportunity for students to apply everything they have learned in the classroom into a real-world practical situation,” said Blaise D’Sylva, VP Media, Dr Pepper Snapple Group. “Nothing prepares you better for what it’s like in the advertising business than participating in what essentially is a new business pitch by creating a fully integrated marketing plan.”
This year, corporate sponsor Snapple challenged student teams to develop innovative business solutions to enable the brand to better connect with audiences across the United States and expand consumer reach. After creating a written campaign proposal and 20-minute presentation, winning its AAF district competition and advancing from semi-finals to the finals, the University of Virginia was selected as the overall national champion with their “That’s the Stuff” campaign. Other finalists included The George Washington University, Webster University, Purdue University-Calumet, St. John’s University, West Texas A&M University, the University of California Berkeley and Ringling College of Art + Design. Judges for the final competition included executives working on the Snapple brand at the Dr Pepper Snapple Group and from its creative agency Deutsch Los Angeles.
“The Snapple Brand team is thrilled to have partnered with the NSAC and students from across the country,” said Dave Falk, Vice President Brand & Content Marketing, Dr Pepper Snapple Group. “With this unique experience, students have had to tackle a real business case through analytics, research, creativity and team collaboration. The Snapple case competition has been a great experience for us as a brand team and more importantly gives students a-hands on experience and appreciation for the hard work that goes into advertising campaigns.”
In addition the national title, prizes were awarded by the NSAC research partners in recognition of exceptional work throughout the competition. AdMall for Agencies awarded the University of Virginia for its superior use of market research and Ringling College of Art + Design was recognized for the Best Plans Book by Simmons Research. Finally, Amanda Koontz from West Texas A&M University received the AAF District 7 Bolton-MacVicar Best Presenter Award.
For more information about the National Student Advertising Competition, please contact Laetitia Brock via email or at (202) 898-0089, or visit www.aaf.org.
About the American Advertising Federation
The American Advertising Federation (AAF), established in 1905 and headquartered in Washington, DC, is the only organization that includes members across all disciplines and career levels in advertising representing all facets of the advertising industry and acts as the “Unifying Voice for Advertising.” The AAF’s membership is comprised of nearly 100 corporate members comprising the nation’s leading advertisers, advertising agencies, and media companies; a national network of nearly 200 local clubs representing 40,000 advertising professionals; and more than 200 college chapters with more than 5,000 student members. The AAF operates a host of programs and initiatives, including the Advertising Hall of Fame, the Advertising Hall of Achievement, the American Advertising Awards, the National Student Advertising Competition, the Mosaic Center for Multiculturalism and summer AdCamps for high school students. For more information on the full range of the AAF’s programming, visit www.aaf.org. For the latest news and updates, connect with us on Facebook and LinkedIn, and follow us on Twitter and Instagram.
About Dr Pepper Snapple Group
Dr Pepper Snapple Group (NYSE: DPS) is a leading producer of flavored beverages in North Americaand the Caribbean. Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 6 of the top 10 non-cola soft drinks, and 13 of our 14 leading brands are No. 1 or No. 2 in their flavor categories. In addition to our flagship Dr Pepper and Snapple brands, our portfolio includes 7UP, A&W, Canada Dry, Clamato, Crush, Hawaiian Punch, Mott’s, Mr & Mrs T mixers, Peñafiel, Rose’s, Schweppes, Squirt and Sunkist soda. To learn more about our iconic brands and Plano, Texas-based company, please visit www.DrPepperSnapple.com. For our latest news and updates, follow us at www.Facebook.com/DrPepperSnapple or www.Twitter.com/DrPepperSnapple.