Wendy Kaufman, the Snapple Lady, tees off on her ex-employer

Posted on Fri May 1 2009

Wendy copy

Hell hath no fury like a spokeswoman scorned. Snapple first let Wendy "The Snapple Lady" Kaufman go as its spokeswoman in 1994. And though the brand (under new ownership) brought her back in ads a decade later, Kaufman still harbors sour feelings about Snapple. In a live chat on AdweekMedia Connect this week, Kaufman unloaded on new owner Dr Pepper Snapple. "The people who run it now ... they are morons, and they do not care about this brand and its history," she said. "I love Snapple ... just not the people ... and the memory of Snapple ... it's weird, I know." Kaufman went on to dis the brand's post-1994 ads, saying, "I never thought they did a great campaign after mine." Kaufman split with Dr Pepper Snapple last May over a contract dispute and said she rebuffed four unnamed beverage companies who asked her to be their spokeswoman. (She said the companies were "smaller brands ... wanting to get on the map for a quick hit.") Kaufman's feelings are understandable, I suppose, but Snapple was probably right to cut ties with a brand icon who is so closely associated with the 1990s. An amNY report about Snapple's recent New York-based pizza-slice giveaway underscored the point. The story began: "Wow, it's just like 1994: Two slices and a Snapple please."

—Posted by Todd Wasserman

All Sport, the sports-drink brand that for some reason won't die

Posted on Wed Mar 11 2009

Allsport

In the '90s, PepsiCo hatched its own sports drink called All Sport. For whatever reason, it was lightly carbonated (not sure why athletes would want that), and pretty much never gained any significant market share from Gatorade fans (because everyone wanted to be like Mike). After Coke balked at buying Quaker Oats, which it was eyeing mostly for its crown jewel Gatorade, Pepsi swooped in and snapped it up for a cool $13.4 billion in 2000. Ironically, there were concerns at the FTC about PepsiCo owning Gatorade and the underwhelming All Sport. To appease those concerns, Pepsi sold All Sport to the little-known Monarch Beverages. The brand's presence continued to dwindle to near non-existence until, lo and behold, the Dr Pepper Snapple Group relaunched it this week. In what is at least its fourth try, the brand is now being touted as the first, all-natural zero-calorie sports drink. It uses the new, hip sweetener rebiana. While an all-natural, no-calorie sports drink is a great idea, and it's nice to see Dr Pepper Snapple pioneering something for the first time in forever, why bring back All Sport? The brand has zero equity with consumers and has never posted anything close to strong sales. If anything, the people who did try it in its carbonated version, or saw it in its horribly repackaged form under Monarch, probably think it sucks.

—Posted by Kenneth Hein


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