Made From The Best Stuff On Earth
Snapple has re-branded.
I don’t like the direction CBX went with the new look. Why, you ask?
These are my opinions:
1. The “Snapple” logo is no longer on an angle. I knew it was snapple a mile away with that angle.
2. Too corporate & serious. What happened to FUN Snapple? The homemade independent look made it different.
3. The descriptors all look the same. Half the fun was to examine the bottle to see what flavor it contained. Almost all Snapple taste the same. Now they look the same. The trickery is gone.
4. Where has the equity gone? Yes, I believe Snapple had equity. The bottles no longer have the embossed Snapple logo near the mouth.
Snapple was founded in 1972 by Hyman Golden, Arnold Greenberg and Leonard Marsh in Valley Stream, New York on Long Island. The word “Snapple” comes from mashing the idea of carbonated apple soda. Sales started quadrupling every year and the original founders sold the company to a Boston investment firm.
During this time, Howard Stern became a spokesperson and talked Snapple up daily to millions of consumers. Snapple was soon a mega hit.
Due to its overwhelming success, Quaker Oats decided to buy the company for an inflated $1.7 billion. When Quaker Oats took over they dropped howard stern, and Wendy the Snapple lady (a snapple employee) as their evangelists. Sales fell dramatically as a result.
In 1997 Quaker Oats sell the Snapple brand for a measly $300 million to Triarc. Before the deal went down, Triarc inked a deal to bring Howard Stern back as the Snapple evangelist.
In 2000 Triarc sells Snapple to Cadbury for $1.45 Billion.
What does this tell you?
It tells me that it’s good to know your products history/market before you make a U-turn with your brand.
Im not sure what Snapple stance is on branding. Is this just another line of flavors/niche? If you look at their website, you will see various designs across different Snapple genres. Not quite sure what to make of this.
It’s a good thing Snapple is “Made From The Best Stuff On Earth”.
