Snapple unveiled its new marketing campaign yesterday. The advertisements are focusing on the new “stuff” found in their beverages- they dropped high-fructose sugar and replaced it with natural sugar.
According to Brandweek’s Ken Hein, “Snapple is one brand that desperately needs to get its ‘stuff’ in order.” He continues by citing Dr. Pepper Snapple Group’s report of a net loss of $312 million for 2008.
I am not surprised to see a radical reformulation, since Snapple belongs to the same corporate family as 7 UP. 7 UP, as you may know, reformulated their product in 2006 to be “all natural.”
Snapple may expect a 4 percent net sales loss in 2009, but I think they are doing well to reposition their product and will be positioned to post positive gains in the future.
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