Snapple is breaking with tradition by kicking off an integrated marketing campaign during the chilly winter months.
The beverage maker brought back the “Snapple Lady” earlier this month and she began appearing in quirky TV ads last Monday featuring the “return the favor” theme. A major promotional push begins next month with a sampling tour—with stops in New York City. Philadelphia, Washington, DC, Boston, San Francisco, Hartford, CT, Albany, NY, and New Haven, CT—followed by spring and summer events. An under-the-cap promo titled “Win Yourself a Favor Instantly” will run May through August giving away up to 9 million “favors”, such as “Borrowing our car” (a lease deal for a new automobile), “Staying at our place” (a trip) or “Using our tickets” (winning cash to buy tickets to a sporting event).
A redesigned Web site launches next Monday following the campaign’s theme. At the site consumers can write and submit a favorable comment about Snapple, their favorite flavor and their friends. Snapple will then return the favor by contacting the writer and his/her friends with something nice to say about them. The new TV ads can be viewed at the site and Snapple fans will be showcased as well as details about how many favors Snapple has delivered to date.
In the series of six, 30-second spots, the Snapple Lady, (former Snapple employee Wendy Kaufman) interviews consumers about the soft drinks. Once they say nice things about Snapple, Wendy interviews other people about that Snapple fan. In one spot, Wendy interviews Bob, a school principal, who says he likes Diet Raspberry Iced Tea because it doesn’t have that “diety” flavor. Wendy thanks Bob and introduces Bob’s co-worker and some young students who say something nice about Bob. One young student says she thinks Bob is cute, while two other students say Bob has excellent hair. The spots also introduce two new flavors: Diet Plum-A-Granate Iced Tea and Diet Lemonade Iced Tea. A promo at Snapple.com encourages visitors to write about why they love Snapple for a chance to appear as a loyal fan in one of the commercials, created by Cliff Freeman & Partners, New York.
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