Snapple Essay

SNAPPLE – An Introduction

 Started in 1972 by selling all-natural apple juice
 “100% Natural”- the business mantra
 Alternative beverage category drink
 Product portfolio includes juices, iced tea, lemonade, water
 By 1994, had sales revenue around $674 m
 Distributed mostly through cold channels
 Promotion of Snapple was an offbeat blend of PR and advertising
 Had huge success by creating a spokesmodel for the brand: Wendy Kaufman
 Brand promoted through radio programs by Stern who humorously promoted the brand
 Promotion used to be natural and real
 After huge success for many years, Snapple brand was sold to Quaker in 1994 for $1.7 b

QUAKER ENTERS THE PICTURE

 A food company managing four areas of business: