Everybody loves those cute little commercials featuring the Snapple fruits. Everybody but the younger demographic.
That's why Snapple's changing its advertising campaign to reach the 18- to 24-year-old consumers. Previous commercials targeted those in their 30s and 40s. But the new campaign is supposed to reach a broad spectrum of demographics while continuing to appeal to the older Snapple fans.
So just what does it take to grab the attention of those younger people?
Sex.
Fruit sex, that is. The new ads are supposed to push the envelope and be more over the edge than the juice-drink's previous marketing efforts.
You'll remember the familiar fruit faces of Snapple's prior commercials. But you'll see a racier depiction of these ads with references to sex and jail. There will even be inter-mingling of the fruit to create the many combinations Snapple has to offer.
The commercials feature J. Andy Anderson, Director of Fruit Relations, teaching "The Joy of Ripening." You hear his voice throughout the spot while seeing the fruits in their various puberty stages:
"It's time we had 'The Talk.' At Snapple, when young fruits ripen, they may want to combine with other fruits. These urges are perfectly natural. So experiment. Explore. Even play the field. When fruits join together, it's a very special thing."
The commercial closes with a shot of a banana and an apple in a very compromising position. The fruit-love spoofs will still retain the "Made from the best stuff on earth" tag.
Cadbury Schweppes’ Snapple Beverage Group is so serious about this new advertising campaign that the company is investing as much as $33 million into it. Commercials will air on such cable outlets as MTV, ESPN and the Cartoon Network. You can also expect to see two new 30-second commercials and two 15-second spots.
The campaign doesn't stop there. Radio commercials launch this month. And a special under-the-cap promotion is set to debut this summer. The Snapple fruits will show up in high-traffic areas and stores as well.
This new campaign also remains consistent throughout the various advertising mediums. For instance, instead of deviating from an overall message and having separate point-of-purchase materials, TV commercials and trade resources, Snapple is tying everything into one theme. The ultimate goal is to leave consumers with one thing on their mind when they head to the store: buy Snapple.
According to Beverage Digest, Snapple's already captured 17 percent of the juice-drink market. The company spent $8.9 million just last year on its branding before being bought by Cadbury Schweppes in October 2000. In fact, this new ad campaign is Cadbury Schweppes' first attempt to market Snapple since the $1.45 billion buyout. Snapple remains in the number three non-carbonated beverage slot just behind PepsiCo and Coca-Cola Co.
