Snapple shakes up its under-the-cap 'Real Facts' info-nuggets

Snapple's marketing people have been dealing with a conundrum of late: How to update the brand without losing its essence? The solution is to pick and choose aspects of Snapple that make sense. So, out goes Wendy the Snapple Lady, but the company's under-the-cap "Real Facts" not only get a reboot, they now have the inevitable Web tie-in as well. Snapple, which is now owned by the Dr Pepper Snapple Group, introduced "Real Facts" in the late '90s. The idea, according to Bryan Mazur, vp of marketing, was to take a gulp of Snapple, read the cap and then relay the bit of info to the person next to them. A decade later, dedicated Snapple drinkers may have come upon many of the 672 "Real Facts" before (No. 1: "A goldfish's attention span is three seconds"), so Snapple is phasing out the old "Real Facts" in favor of new ones, which it will be unveiled every day on Facebook and Twitter. (No. 885: "Vultures can fly for six hours without flapping their wings.") You can't do any kind of marketing these days without some Facebook or Twitter component. It's a fact.

—Posted by Todd Wasserman