“WE SHOULD CREATE AN

ALL NATURAL BEVERAGE

NEW YORKERS WILL LOVE.”5

- Founders Leonard Marsh, Hyman Golden, and

Arnold Greenburg, 1972

“Small grassroots company” began selling

its fi rst beverages out of a Brooklyn storefront

and to health food stores1,3

1972 19872002Birth of

Snapple’s teas, beginning with

Lemon Iced Tea, “the godfather”

Snapple’s Real Facts becomes a

worldwide hit

2007Snapple “gets

a faceli ”: new package, new

formula, reduced calories

today70 fl avors of juice, juice drinks, and

teas

Amy Alonso | Grad IICLIENT ANALYSIS

CONSUMERBASE“HEALTH CONSCIOUS CONSUMERS WITH YOUTHFUL ATTITUDE...BOTH OLD AND YOUNG.”1

Primary consumer group 2: Professionals on their lunch breaksWhy? Quick, healthy, a lunch me beverage, not a sports drink

Primary consumer group 1: Children at schoolWhy? Sweet taste, quirky image

Messages to consumers1:Not for the serious athlete, but not for the idle, either.1. Sensuality: “smooth, but complex”2. Experience: “seize the moment”, “be good to yourself”3. Authen city: “just healthy enough”4. Fun: just look at their imagina ve use of names5. Brand image: Snapple cares; exclusively provides 1,200 NYC public schools with vending machines for water and 100% fruit juice

Mid 1990’s

POP CULTURELate 1970’s

Early 1990’s

2011

2013

Wendy Kaufman, with her heavy Noo Yawk accent, becomes a minor celebrity as the Snapple Lady2

“Shockmeisters” Howard Stern and Rush Limbaugh are the sponsored

spokespeople for Snapple, “conveying genuine and infec ous regard for the

product and the people behind it”2

Snapple gets major product placement on the hit TV sitcom Friends, specifi cally during its 1st season

Snapple is highlighted for comedic eff ect on 30 Rock,

in an episode about product placement

Snapple’s Real Fact about Lady Liberty’s Size 849 sandal gets its own Statue-of-Liberty-sized sandal tour of the Big Apple, with the help of Nick Cannon4

Shockmeisters HowRush Limbaugh are

spokespeople for Snappgenuine and infec ous

product and the peo

Snapple iscomedic effe

in an episode ETHOSQUIRKY,

FUNSPIRIT

“PLAY OVER PLANNING”2

FUNKY BEGINNINGS

“endearing artlessness”,amatuerish labels & ads,

small distributors)

GLEEFUL EXPERIMENTATION

“ADDING WHIMSY TO THE HUMDRUM OF

EVERYDAY”

“MADE FROM THE BEST STUFF ON EARTH!” Snapple’s funky beginnings made it stand out from the crowd against the other brands compe ng for the young, health-conscious, New York market; from its clu ered and amateurish labels, its penetra on into pop culture, to its unconven al distribu on channels of small distributors. Although a change in ownership and marke ng strategy caused it serious losses in the 1990’s, its durability and growth resurged by returning back to the company’s “playful” roots once it switched ownership again.2 Today, the company’s spirit can be easily be iden fi ed by simply looking at their playful color pale e, visi ng their social media sites or their Youtube channels, where funky and playful videos are constantly being churned out for their consumers. For over 40 years, the company has remained true- to its spirit, its values, its New York roots (just look at their Instagram and their “Made in NY” beverage labels), and it’s s ll made from the best stuff on earth.

Snapple’s ubiquity within the pop culturehemisphere reinforces its relevance and youth

BALANCERECYCLING

DISASTER RELIEF

A.C.T.I.O.N.

REFRESHMENT, FUN, FLAVOR3

DR PEPPER SNAPPLE GROUP WORKS IN PARTNERSHIP WITH KEEP AMERICA BEAUTIFUL TO INCREASE RECYCLING IN PUBLIC PARKS NATIONWIDE

BALANCE FOR A HEALTHY LIFESTYLE; CALORIES IN, CALORIES OUT. “LET’S PLAY” IS A COMMUNITY PARTNERSHIP THEY HAVE CREATED TO HELP KIDS & FAMILIES ACHIEVE HEALTHY & ACTIVE LIFESTYLES BY PROVIDING TOOLS, PLACES, AND INSPIRATION NATIONWIDE THROUGH GRANTS, PLAYGROUND BUILD PROJECTS, AND PROVIDING ATHLETIC EQUIPMENT TO DISADVANTAGED YOUTH NATIONWIDE

AMONG ITS SEVERAL SUSTAINABILITY INITIATIVES, DR PEPPER SNAPPLE GROUP HAS ESTABLISHED AN ENVIRONMENTAL MANAGEMENT SYSTEM AS PART OF ITS ENVIRONMENTAL, HEALTH AND SAFETY FUNCTION. “WE DO GOOD THINGS WITH FLAVOR”

CALL TO ACTION IS A PROGRAM CREATED TO UNIFY EMPLOYEES UNDER ONE VISION AND PURPOSE. 1. ACCOUNTABILITY2. CUSTOMER-CENTRIC3. TRANSPARENT & HONEST4. INSPECT WHAT WE EXPECT5. OWN OUR DECISIONS6. NO BLAME FIXING- ONLY FINDING SOLUTIONS

SUSTAINABILITY“DPS HAS COMMITTED $1 MILLION TO THE AMERICAN RED CROSS TO ENSURE IMMEDIATE RESPONSE TO MEET THE NEEDS OF THOSE AFFECTED BY DISASTERS.”3

VALU

ES

REFER1 Fish Train School of Thought, How Does Snapple Market Its Products? h p://fi shtrain.com/2007/08/24/how-does-snapple-market-its-products/

2 Harvard Business Review, How Snapple Got Its Juice Back, h ps://hbr.org/2002/01/how-snapple-got-its-juice-back/

3 Dr Pepper Snapple Group, h p://www.drpeppersnapplegroup.com/

4 Dr Pepper Snapple Group Newsroom, h p://news.drpeppersnapplegroup.com/press-release/product-news/snapple-sizes-lady-liberty-brings-real-fact-real-life

5 Snapple, h p://www.snapple.com/

Images and graphics from h p://www.instagram.com/snapple and h p://www.snapple.comENCES