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SNAPPLE: REVITALIZING A BRAND
INTRODUCTION
In the 1990s, Snapple Corporation was one of the leading “New Age” beverage brands when the category was just beginning to take off. With the combination of a unique product, package design, and quirky advertising, the company grew form a regional underground favorite toa nationally recognized brand.
Snapple’s rise in the beverage industry was crowned in 1994, when the Quaker Oats Company purchased Snapple for $1.7 billion. Quaker expected to make Snapple a major player in the industry, as it had done with Gatorade. However, the company was unable to capitalize on the brand’s previous success.
In 1997, Quaker sold Snapple to Triarc Beverage Group for $300 million. Triarc faced a number of challenges, including reversing the sales slide, revamping the distribution system, and creating new products that will enable growth. Most importantly, Triarc had to find a way to reconnect the brand with its consumers. Triarc successfully resurrected the Snapple brand, and in 2000 sold Snapple to Cadbury Schweppes for $1.45 billion. Cadbury Schweppes then faced the challenge of maintaining Snapple’s brand strength in an increasingly competitive beverage environment.
THE EMERGENCE OF SNAPPLE
The roots of Snapple Corporation date back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhood friend and health food store owner Arnold Greenberg to sellpure fruit juice as the “Unadulterated Food Products Co.” In 1978, they created an apple soda that fizzled - so much that several bottles exploded - inspiring the “snap” in the drink’s eventual name. They bought the rights to the name from a man in Texas for what then seemed like a very expensive price of $500. Over time they established themselves as the “first company to produce a complete line of all-natural beverages,” that were “Made from the Best Stuff on Earth.”
In the
INTRODUCTION
In the 1990s, Snapple Corporation was one of the leading “New Age” beverage brands when the category was just beginning to take off. With the combination of a unique product, package design, and quirky advertising, the company grew form a regional underground favorite toa nationally recognized brand.
Snapple’s rise in the beverage industry was crowned in 1994, when the Quaker Oats Company purchased Snapple for $1.7 billion. Quaker expected to make Snapple a major player in the industry, as it had done with Gatorade. However, the company was unable to capitalize on the brand’s previous success.
In 1997, Quaker sold Snapple to Triarc Beverage Group for $300 million. Triarc faced a number of challenges, including reversing the sales slide, revamping the distribution system, and creating new products that will enable growth. Most importantly, Triarc had to find a way to reconnect the brand with its consumers. Triarc successfully resurrected the Snapple brand, and in 2000 sold Snapple to Cadbury Schweppes for $1.45 billion. Cadbury Schweppes then faced the challenge of maintaining Snapple’s brand strength in an increasingly competitive beverage environment.
THE EMERGENCE OF SNAPPLE
The roots of Snapple Corporation date back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhood friend and health food store owner Arnold Greenberg to sellpure fruit juice as the “Unadulterated Food Products Co.” In 1978, they created an apple soda that fizzled - so much that several bottles exploded - inspiring the “snap” in the drink’s eventual name. They bought the rights to the name from a man in Texas for what then seemed like a very expensive price of $500. Over time they established themselves as the “first company to produce a complete line of all-natural beverages,” that were “Made from the Best Stuff on Earth.”
In the