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

Posted on Wed Sep 2 2009
Bottle_cap_855

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

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


FACEBOOK


SITE SEARCH

search Brandfreak





SUBSCRIBE VIA E-MAIL

Enter your email address:

Delivered by FeedBurner


BLOGROLL