Snapple's Marketing - An Unconventional Brand's Claim to Fame |
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"We don't always do things in an expected way and we always are looking for distinctive opportunities where our brand can appear. It's that little bit of element of surprise. You'll see us on pizza boxes. You might see us in a fortune cookie. Those are just some of the ways that we connect with our consumers."1 - Sheryl Adkins-Green, former Senior Vice President of Marketing, Snapple Beverage Group, in July 2003. "We're not in the soft-drink business; we're in the fashion business."2 - Michael Weinstein, former CEO of Triarc Beverages Corporation, in December 1998. Snapple - The Real Fact!On June 29, 2006, the Snapple Beverage Group (SBG), owned by Cadbury Schweppes Plc.3 (Cadbury Schweppes), launched its 'Snapple White Tea'4 with a unique representation of the product's characteristics.
So much so that it was widely believed that taste was not the only reason for the popularity of Snapple's range of juices and iced teas - the brand's innovative promotions and advertisements were believed to be equally responsible for making it a favorite with the public.
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1] "The Snapple Lady," www.reveries.com, July 21,
2003. (Accessed on August 16, 2006) |
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