Snapple Introduces Snappier Look, New Formula†

Beverage Brand to Emphasize Tea's Health Benefits Amid Weaker U.S. Sales; Sugar Will Be Added to Improve Drinks' Flavor

Wall Street Journal, November 14, 2008 — Snapple, one of the original "new age" alternatives to soda, is getting a makeover as its owner grapples with sliding U.S. sales.

Dr Pepper Snapple Group Inc., the beverage business spun off from Cadbury PLC in May, is revamping Snapple's look and tweaking the formulation of its tea to try to revive consumer interest, saying tightened wallets and discounting by competitors have cut into sales. Far from the corny ads, ad hoc plugs from Howard Stern and Rush Limbaugh, and other ploys that catapulted the drink to cultlike status in the late 1980s and early 1990s, Snapple's current owner plans a more homespun campaign for its teas, emphasizing the drink's health benefits.

Advertisers Follow The Digital Bread Crumbs†

Adweek, February 19, 2007 — When marketing Snapple Green Teas last fall, Cadbury Schweppes crafted a media plan that emphasized how they help lower cholesterol and fight cancer. Because of the new drink's healthy bent, the company geared ads toward young, athletic consumers. Yet after tracking ad clicks during a six-week Web push, an unexpected new audience emerged: electronics shoppers.