Snapple's Marketing - An Unconventional Brand's Claim to Fame


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Case Details:

Case Code : MKTG148
Case Length : 23 Pages
Period : 1972-2006
Organization : Snapple Beverage Corporation, Quaker Oats, Triarc Group of Companies, Cadbury Schweppes Plc.
Pub Date : 2006
Teaching Note : Available
Countries : USA
Industry : FMCG

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Snapple Over the Years

Snapple had become popular over the years because of its unconventional promotion methods. Unlike beverage behemoths Pepsi and Coca-Cola who stuck to conventional marketing practices, Snapple adopted a more offbeat approach to promotion and followed a grassroots marketing strategy...

Snapple's Beginning

From the beginning, Snapple was an unconventional brand. In the initial days of the brand, the company did not have much money to spend on traditional marketing campaigns. The owners therefore adopted an unconventional approach to promote the beverage. Consequently, everything about the beverage, from the name to the packaging and the advertisements was 'anti-establishment'. This unconventionality set it apart from traditional beverage brands, and won it loyal customers.

SBC's founders claimed that its juices contained only natural ingredients, except for the diet variants which contained artificial sweeteners.

The “If it's not found in nature it's not found in Snapple,” tagline was used across all product categories. (The tagline was later changed to “Made from the best stuff on earth”)...

The Quaker Debacle

Quaker purchased Snapple in 1994 to capitalize on the synergies between Snapple and Gatorade. Apparently, Quaker believed that it had the financial resources to expand Snapple's market. The company had already had a successful experience with Gatorade, which it had turned into a powerful global brand after purchasing it from Stokely-Van Camp, a canned foods company, in 1983. Reportedly, much of Quaker's success with Gatorade had come from its use of a traditional 'textbook'approach to marketing the product. Quaker used the same strategies to market Snapple...

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