Deutsch LA Makes Music With Snapple

via MediaPost

Snapple is singing a new tune. Parent company Dr Pepper Snapple Group and AOR Deutsch LA have introduced new creative that uses only the brand's bottles, bottle caps, and tea as the campaign's music. 

"The overall idea was to create a fun graphic way to enjoy the brand," says Pete Favat, chief creative officer, Deutsch LA. "We wanted to create sound out of bottles. Which we did. Snapple only comes in glass bottles and we thought a distinguishing sound for the brand could come from the glass and caps. We wanted the brand to feel crafted, to feel charming, to feel natural. An iconic product needs an iconic sound."

The spots (here’s one) launched on network and cable television, along with digital placements in May and continue to air and run online through the end of September. In addition, Deutsch funded and developed a behind-the-scenes version tracking how the Deutsch LA team "made" the music that runs across social media channels.

"Everyone knows that Snapple is made from the Best Stuff on Earth," says Favat. "The idea behind this campaign is to showcase Snapple’s 'Best Stuff' from the product out. From the way we romance our teas and juices, to the way we talk about them in our playful, witty tone of voice, this campaign is unmistakably Snapple. We even used Snapple's iconic bottles to create a unique soundtrack for the brand. The flexibility of this campaign allows Snapple to play in more places and enables Snapple to be more playful and cultural at every touch point." 

Meanwhile, Snapple's partnership with America's Got Talent is delivering millions of impressions during the shows and through its digital specific campaign. And executives just announced a three-year sponsorship agreement with the San Francisco Giants, which will give Snapple pouring rights in AT&T Park and bring Snapple teas and juices to attendees.

Although Dr Pepper Snapple Group declines to specify ad spend per brand, the beverage brand spent 7.8% of its sales on advertising and promotions in Q2 2014, which is in line with its historical average of 7.5%-8%, according to company financial filings. Deutsch LA has worked with Snapple since 2009.

Snapple heads to Green Mountain's Keurigs

Green Mountain Coffee Roasters Inc struck a deal with Dr Pepper Snapple Group Inc to offer Snapple iced teas in single-serve packs for its Keurig and Vue brewers, the companies said on Tuesday.

The deal, which complements similar ones with Starbucks, Dunkin' Brands Group Inc and Caribou Coffee Co, comes as Green Mountain is working to fend off competition from lower-cost rivals, including private-label manufacturers.

The addition of Snapple "demonstrates Green Mountain's ability to attract and align itself with the best consumer brands, further bolstering its variety of offerings and relevance to consumers," Lazard Capital analyst Matthew DiFrisco said.

The Snapple K-Cup pack iced teas will be available in the United States and Canada in spring 2013, with Vue packs to follow, the companies said in a joint statement on Tuesday.

Green Mountain's stock has been under pressure as investors have been concerned that recent rebates on coffee brewers would hurt the company's profit margins. But DiFrisco said those concerns appear "overblown," citing conversations with management in which they affirmed that the rebates were planned and factored into the company's previous forecast.

Single-serve coffee pods are expected to reach $959.1 million in retail sales this year - up 32 percent, according to Euromonitor International. That would account for about 10 percent of the overall coffee market, which is expected to grow by only 6 percent this year.

Green Mountain shares rose 24 cents, or 1.1 percent, to $22.77 in midday trade on the New York Stock Exchange. Dr Pepper shares were down 12 cents, or 0.3 percent, to $43.93.

Jelly Belly Introduces Snapple-flavored beans

Jelly Belly has introduced a new line of jelly beans inspired by Snapple beverages.

Jelly Belly Snapple Mix are made with natural ingredients, including real fruit juice, Snapple juice drink concentrates and fruit purees, and do not contain artificial coloring, Jelly Belly said. The product will be packaged in a 1.65-oz. bottle package that is modeled after the real Snapple Juice Drink bottles. In addition to the new 1.65-oz. Jelly Belly Snapple Bottle, Jelly Belly Snapple Mix also is available in a 3.1-oz. bag, a 6.5-oz. bag and 4.5-oz. box.

Jelly Belly Snapple Mix will be available in fruit punch, mango madness, cranberry raspberry, pink lemonade and kiwi strawberry flavors.

Source