Program Objective: Create a sponsorship activation in conjunction with the brand’s partnership with Manic Panic Hair Color and Cosmetic Company.
Experiential Efforts: Sponsorship Activation, Sampling, Guerilla Marketing
Awards: 2002 Ex Award Winner
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Solution: Snapple partnered with Manic Panic Company to sponsor a National promotional tour to launch a great new product, DYEHARD Temporary Hair Color Styling Gel. Snapple Dye Hard Tour featured a vintage 1961 Globetrotter airstream, retrofitted into a custom traveling barbershop built by Turtle Transit. Tish and Snooky, owners of Manic Panic, tasked Turtle Transit to create a whimsical yet Willy Wonka themed design for the airstream. The trailer, dubbed “Hair-Stream,” was crafted with a custom flip-down stage, and finished with bright colorful walls, checkered flooring, vintage barbershop rotating pole lights, and animal skinned salon chairs. Turtle Transit custom sculpted giant Snapple bottles with wacky Mohawk hairdos and mounted them onto the trailer. Turtle also retrofitted a vintage beach wagon to tow the trailer, and finished the vehicle with a custom sculpted Snapple bottle with custom lighting accents. Manic Panic set up their “Hair Stream Trailer” as the DYEHARD Barbershop, and offered free wild-styling hairdos across the country. While guests enjoyed their makeover, they were offered a variety of Snapple beverages to sample at the Hair Stream Trailer. Snapple chugging contests and gaudy Mohawk haircuts attracted audiences as large as 50,000 in some cities and generated huge media attention. Snapple reported over 70 million PR impressions during the 13 city extravaganza.
