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WHITE PLAINS, N.Y. -- Snapple Beverage Corp. has launched new sponsorship and promotion initiatives and product introductions designed to revitalize its competitive edge for Snapple and Diet Snapple in the non-carbonated subcategory, said Michael Sands, chief marketing office and COO.
The efforts come as the company has rolled out five new Snapple flavors and plan to launch a new bottled water line, Snap2O, within a couple weeks.
Aiming primarily at the coveted youth and young adult market, the company's blitz includes a bigger advertising campaign with an emphasis on national television spots and print media. In addition, other members of Snapple's brand family, including Yoo-Hoo, Orangina, Stewart's, Mistic and others will benefit from summer sampling programs, consumer contests, concert promotions and publicity events. The company also said it has responded to consumer preference by introducing Elements enhanced water for an April rollout, and adding caffeine to its existing 20-ounce Elements juice line.
Snapple will relaunch the www.Snapple.com Web site next month, the company told a gathering of media representatives recently.