Abstract

Snapple was a popular beverage brand in the USA and several other parts of the world. The brand was launched by the Unadulterated Food Company in New York, in 1972. Over the years, Snapple came to be known for its unconventional promotional efforts which earned the brand a substantial fan following. The Snapple Beverage Corporation became one of the first companies to enter the ‘New Age Beverages’market, which included non-carbonated drinks like tea and juices in the late 1980s. Snapple changed hands several times over the years. However, barring a few bad years, the brand remained very popular among consumers. This case discusses the growth of the Snapple brand under the management of the various companies that owned it at different times. It also talks about Snapple’s sales decline under the management of Quaker Oats, and how Triarc, which took over the brand subsequently, managed to revive Snapple’s image before selling it to Cadbury Schweppes. The case concludes with a commentary on Snapple’s inability to become a leading beverage brand despite its strong fan following.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how unconventional marketing can transform an ordinary product to a popular brand
• and Examine how an unconventional brand managed to tackle competition from brands from other corporate entities that followed more professional (and conventional) marketing practices.

Keywords

Snapple, Cadbury Schweppes, New age beverages, Grassroots marketing, Ready-to-drink tea, Brand management, Unconventional marketing, Quaker Oats, Target market, Triarc, Celebrity endorsements, Distribution, Promotion, Brand revival, Brand loyalty