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Snapple / Case Analysis Presentation (Emerson College)

The document analyzes the rise and decline of Snapple as a beverage brand, detailing its initial success due to strategic differentiation, marketing efforts, and unique branding. It discusses factors contributing to Snapple's decline, including corporate image issues, changes in consumer preferences, and the need for authenticity and community engagement. The insights provided emphasize the importance of evolving brand identity and maintaining consumer connection to remain relevant in the market.

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“Real0Fact” Time! The GloryYears Quaker The StudyTriarcThe Origins Putting0the0Snap0 Back0in0Snapple Kristen0 Katie JenniferTong
“Real0Fact” Time! The GloryYears Quaker The StudyTriarcThe Origins The GloryYears Quaker The StudyThe Origins Triarc
“It0had0taken0150years to0become0an0overnight0success.”0 NEW of0the0alternative0 beverage0category AGE The GloryYears Quaker The StudyTriarcThe Origins
Low0 Price Low0 Price Low0 Price Low0 Price Premium0 Price Differentiation The GloryYears Quaker The StudyTriarcThe Origins
Aluminum0Can Glass Bottle Differentiation The GloryYears Quaker The StudyTriarcThe Origins
50 more0than Olavors Differentiation The GloryYears Quaker The StudyTriarcThe Origins
300SMALLDISTRIBUTORS Distribution The GloryYears Quaker The StudyTriarcThe Origins
300SMALLDISTRIBUTORS Distribution The GloryYears Quaker The StudyTriarcThe Origins
OFFBEAT PROMOTION The GloryYears Quaker The StudyTriarcThe Origins
ENTREPRENEURIAL SPIRIT The GloryYears Quaker The StudyTriarcThe Origins
THE00SNAPPLE00LADY Wendy Kaufman WENDY Advertising The GloryYears Quaker The StudyTriarcThe Origins
THE00SNAPPLE00LADY Wendy Kaufman WENDY Advertising The GloryYears Quaker The StudyTriarcThe Origins
Shock8Radio Sponsorship Howard Stern Rush Limbaugh The GloryYears Quaker The StudyTriarcThe Origins
QUIRKY 100% NATURAL MANTRA REAL The GloryYears Quaker The StudyTriarcThe Origins
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
Question Did Snapple do everything they could to differentiate themselves from competitors? The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins “Real0Fact” Time!
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins
ColdChannel WarmChannel vs. restaurants delicatessens supermarkets street vendors The GloryYears Quaker The StudyTriarcThe Origins
Quaker0 took8control8 The GloryYears Quaker The StudyTriarcThe Origins
FashionBrand LifestyleBrand vs. The0Downfall0of0Snapple The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple transition Snapple Quaker’s Plan mainstream to be more The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple Don’t0Be Silly The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple The GloryYears Quaker The StudyTriarcThe Origins Middlemen
The0Downfall0of0Snapple The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple The GloryYears Quaker The StudyTriarcThe Origins
The0Downfall0of0Snapple Wendy Kaufman The GloryYears Quaker The StudyTriarcThe Origins
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million $674million 1994 $440 million 1997 The GloryYears Quaker The StudyTriarcThe Origins Snapple’s0sales0 declined0each0year0 while0Quaker0 was0in0charge
Question What could Quaker have done differently in an effort to keep the essences of the Snapple brand alive? The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins “Real0Fact” Time!
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million $440 million 1997 Brand00Value $1.7 $674 million1994 Billion The GloryYears Quaker The StudyTriarcThe Origins
1993 $561million 1992 $ 231million 1989 $ 80million 1986 $ 8million $440 million 1997 $674 million1994 Brand00Value $300 million The GloryYears Quaker The StudyTriarcThe Origins Quaker0lost082%0 of0Snapple’s0brand0value
Wendy reaches all Snapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study Why people LOVED Snapple The GloryYears Quaker The StudyTriarcThe Origins
Wendy reaches all Snapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins
Question If you were the brand manager, what would be your attitude towards this study? The GloryYears Quaker The StudyTriarcThe Origins
Question The GloryYears Quaker The StudyTriarcThe Origins How should Snapple reconnect the brand with its customers?
The GloryYears Quaker The StudyTriarcThe Origins “Real0Fact” Time!
Wendy reaches all Snapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study 3MAJOR DIMENSIONS0 The GloryYears Quaker The StudyTriarcThe Origins
CONSUMER NEEDS SOLUTION BRAND MESSAGE MANAGEMENT The GloryYears Quaker The StudyTriarcThe Origins
OPEN LIFE YOUNG88ATTITUDE STEP8BACK8FROM INDIVIDUALISM The GloryYears Quaker The StudyTriarcThe Origins
SINGLE8 BOTTLE8 IMMEDIATE CONSUMPTION ON8THE8GO The GloryYears Quaker The StudyTriarcThe Origins
“What0is0 Snapple?” “I0drink Snapple.” “I0love Snapple.” The GloryYears Quaker The StudyTriarcThe Origins
“So0good!!” “Seriously?” “So0good!!” “Let0me0try0 next0time....0 secretly.” The GloryYears Quaker The StudyTriarcThe Origins
They0need0a0REAL0DRINK0which0can0 REFRESH0&0REPRESENT0themselves The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins
DEPRAVITY Don’t0care0what0I0put0in0my0body DEPRIVATION Really0serious0about0health The GloryYears Quaker The StudyTriarcThe Origins
MASS8 The GloryYears Quaker The StudyTriarcThe Origins CARBONATED8 UNIFORM8 AUTHORITY IRREVERENT SILLY REAL NATURE AUTHENTICITY PERSONAL INDIVIDUALISTIC ARTIFICIAL8 PRODUCTION
The GloryYears Quaker The StudyTriarcThe Origins L8 EMPTY TASTELESS BORING TOO8SERIOUS GOOD8FOR8YOU FUN WAKES8UP YOUR8MOUTH VIVID8SENSORY QUIRKY IMAGINATIVE EXPERIENTIAL8
The GloryYears Quaker The StudyTriarcThe Origins L8 IRREVERENT SILLY REAL NATURE AUTHENTICITY PERSONAL INDIVIDUALISTIC FUN WAKES8UP YOUR8MOUTH VIVID8SENSORY QUIRKY IMAGINATIVE EXPERIENTIAL8
The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins
The GloryYears Quaker The StudyTriarcThe Origins Wendy Kaufman Silly ISnapple ISnapple
The GloryYears Quaker The StudyTriarcThe Origins Don’t0Be Silly Wendy Kaufman Smart ISnapple ISnapple “They8Rired8Wendy!?” “Where8is8my8 Rlavor??” “Snapple8is8not8Snapple8anymore.” “Snapple8has8lost8its8focus.” “No8longer8the8image8 of8a8small,8caring8 company.”8
The GloryYears Quaker The StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. SO0SHOULD0WE... Where Are We Now?
Question In regards to the time between Snapple’s glory years and when Quaker was in control, have the needs of consumers changed?
The GloryYears Quaker The StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. Where Are We Now? Where Should We Go? SO0SHOULD0WE...
Question How does Triarc reconnect the Snapple brand with its customers? – should we bring silly back? – be smarter than Quaker?
The GloryYears Quaker The StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. Where Are We Now? Where Should We Go? How Do We Get There? SO0SHOULD0WE...
Question What should Snapple do in terms of: -!Positioning -!Messaging -!Distribution -!Spokesperson -!Sponsorships -!Silly and Quirky Attributes
“Real0Fact” Time! The GloryYears Quaker The StudyTriarcThe Origins
“Real0Fact” Time! thank0 you

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Snapple / Case Analysis Presentation (Emerson College)

  • 1.
    “Real0Fact” Time! The GloryYears QuakerThe StudyTriarcThe Origins Putting0the0Snap0 Back0in0Snapple Kristen0 Katie JenniferTong
  • 2.
    “Real0Fact” Time! The GloryYears QuakerThe StudyTriarcThe Origins The GloryYears Quaker The StudyThe Origins Triarc
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
    OFFBEAT PROMOTION The GloryYears QuakerThe StudyTriarcThe Origins
  • 10.
  • 11.
  • 12.
  • 13.
    Shock8Radio Sponsorship Howard Stern Rush Limbaugh TheGloryYears Quaker The StudyTriarcThe Origins
  • 14.
  • 15.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
  • 16.
    Question Did Snapple doeverything they could to differentiate themselves from competitors? The GloryYears Quaker The StudyTriarcThe Origins
  • 17.
    The GloryYears QuakerThe StudyTriarcThe Origins “Real0Fact” Time!
  • 18.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
  • 19.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million market Napa Naturals Natural Quencher SoHo After the Fall Original NY Seltzer 30-40% of market share $674 million1994 The GloryYears Quaker The StudyTriarcThe Origins
  • 20.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 21.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 22.
  • 23.
  • 24.
  • 25.
    The0Downfall0of0Snapple transition Snapple Quaker’s Plan mainstream tobe more The GloryYears Quaker The StudyTriarcThe Origins
  • 26.
  • 27.
  • 28.
    The0Downfall0of0Snapple The GloryYears QuakerThe StudyTriarcThe Origins Middlemen
  • 29.
  • 30.
  • 31.
  • 32.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million $674million 1994 $440 million 1997 The GloryYears Quaker The StudyTriarcThe Origins Snapple’s0sales0 declined0each0year0 while0Quaker0 was0in0charge
  • 33.
    Question What could Quakerhave done differently in an effort to keep the essences of the Snapple brand alive? The GloryYears Quaker The StudyTriarcThe Origins
  • 34.
    The GloryYears QuakerThe StudyTriarcThe Origins “Real0Fact” Time!
  • 35.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million $440 million 1997 Brand00Value $1.7 $674 million1994 Billion The GloryYears Quaker The StudyTriarcThe Origins
  • 36.
    1993 $561million 1992 $ 231million 1989 $ 80million 1986 $8million $440 million 1997 $674 million1994 Brand00Value $300 million The GloryYears Quaker The StudyTriarcThe Origins Quaker0lost082%0 of0Snapple’s0brand0value
  • 37.
    Wendy reaches allSnapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study Why people LOVED Snapple The GloryYears Quaker The StudyTriarcThe Origins
  • 38.
    Wendy reaches allSnapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study The GloryYears Quaker The StudyTriarcThe Origins
  • 39.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 40.
    Question If you werethe brand manager, what would be your attitude towards this study? The GloryYears Quaker The StudyTriarcThe Origins
  • 41.
    Question The GloryYears QuakerThe StudyTriarcThe Origins How should Snapple reconnect the brand with its customers?
  • 42.
    The GloryYears QuakerThe StudyTriarcThe Origins “Real0Fact” Time!
  • 43.
    Wendy reaches allSnapple drinkers but not with equal efficacy. In New York and Seattle, people are more likely to read Wendy on multiple levels. In New York individuals tend to be much more familiar with the Snapple story, and Wendy Kaufman is familiar in terms of lived experience, “I know people like that.” Wendy plays least well in heartland, where she seems more “exotic” than “could be anyone.” In Dallas and St. Louis respondents see Wendy as “funny,” “friendly,” “full of life,” “energetic, not M adison Avenue slick.” Conclusions and Implications • Regional ethos. Areas that are most “settled,” self-satisfied, are least susceptible to Snapple’s “subversive” appeal. Areas with a postmodern mindset— a playful exuberance, expression of vivid sensuality (personal authenticity), and mix and match ethos— are Snapple territory. • Authenticity is pivotal. Overstating or misrepresenting Snapple’s health benefits does more harm than good. Snapple needs to be just healthy enough. Feeling better about yourself is an integral part of the Snapple experience, but it need not be the most important part. • Corporate image influences brand image. It need not be a small company, but should be a caring company. Like social reinforcement, corporate image provides justification for use. Snapple needs to stand for something. • Intermediate/interstitial character of Snapple is both strength and weakness. As a strength, it broadens the customer base and market niche and is a source of symbolic power. As a weakness, the brand can move quickly from hero to villain. (In mythology, interstitial figures frequently play the role of “trickster.”) • Social influence. Intensity of Snapple use is closely correlated with social presence. (Serious Snapple drinkers far more likely to be surrounded by other Snapple drinkers.) • Become more established. M ust move Snapple from a “fashion water” to a staple brand like Pepsi, Coke, Sprite with well-defined benefits and image. • Develop sensuality of the Snapple experience. As with apples, there is an emphasis on mouth feel. Consumption is not a rational act, as water consumption is. Unlike sodas, Snapple is both soothing and stimulating. • Snapple moments. Fold Snapple into personal, daily rituals— time out from the mundane, transitional moments, sense of “letting go,” both restorative and sensual. Link to trend away from a mechanistic vision of health toward a more holistic, “good for you,” being good to yourself, getting back in touch, de-stressing vision. • Community marketing strategies. Build on brand’s personal, local character. Rumors There is a disproportionate number of rumors about Snapple, initially fueled by Snapple’s mysterious and unsettling florescence. They typically start with GenXs studying the label and detecting a slave ship or the letters KKK, combined with a cynical worldview where conspiracies are rampant, and a taste for celebrating the down and out. Rumors have suggested that Snapple is anti-abortion, anti-gay, donating money to Jesse Helms, and that Rush Limbaugh has major investment with Snapple. The rumors vary but the themes are remarkably consistent. They are not about the product, but about the company, the “owners.” Snapple is in an analogous situation to the Body Shop, which is also the subject of a disproportionate number of rumors. The issue is not the truth or falsity, or even impact on sales, but rather the underlying message, which is one of a deep sense of betrayal, perhaps over implicit health claims, or a fear that Snapple is not alternative but rather reactionary. What Is Driving Decreased Consumption? There appears to be no “Great Attractor” sucking consumers away from the brand, rather a drift away in all directions, toward water, back to sodas, to other competitors in the category, e.g., AriZona, Fruitopia. No competing brand stands out. Most competitors within the category were seen as inferior, even by lapsers, e.g., “too sweet.” Some drink less Snapple juice and add ice tea. There is also natural attrition, caused by problems of distribution: “I can’t find my flavor anymore,” or “My grocery store has only peach diet tea and kiwi strawberry and I’m getting tired of kiwi strawberry” or “Coke made them take the Snapple coolers out at high school.” There are health issues, especially with 30–44 age group, a wake-up call from the doctor, increasing health sophistication. Non-lapsers often were not label readers. Authenticity was a concern, especially with 18–29 age group, who are very sensitive to being tricked: “It even costs more than real juice,” or the contrast between Snapple’s small company image and the size of the company. Fashionability and negative social pressure were sometimes explicit: A young male in SL, “I used to drink a lot of Snapple, AriZona is newer” or a 40-year-old artist in NY, “It’s no longer avant guarde.” More often they were implicit, a feeling you get carrying or drinking Snapple in public, often expressed as a lack of presence, “You just don’t see it anymore,” “W hat happened to Wendy?” there was a feeling that Snapple has lost its focus and no longer appeals to imagination. “I heard they fired Wendy.” Social Reinforcement The amount of Snapple consumed is highly correlated with intensity of Snapple use in the respondent’s immediate social environment. It’s not that Snapple is a social beverage—it is rarely shared, and it is not true that those who drink Snapple with others (e.g., lunch with colleagues) are more likely to be a loyalist. Rather Snapple use needs to be socially reinforced. It is not physiologically addictive, and it lacks the conceptual coherence that drives bottled water (good for you, purifying, intimations of working out) or Gatorade (replenishment, intensity, etc.). Adoption Process Adoption, becoming a heavy user, is typically extended over several years. Most “new” drinkers had been aware of Snapple as far back in time as long-term loyalists. Many have been drinking Snapple for years. Conversion to heavy use is typically no sudden revelation, but an extended process. Snapple drinking flows through friendship networks. “Significant others” stand out as a key influence. Flow tends to be from female to male. Among females, “we talk about everything.” Among guys, it typically works differently. It is based on observing what friends order, how much they wanted it, etc. But generally adopters try not to imitate immediately. If it comes from Mom, becomes sacred. Usage A high percentage of purchases are single bottles for immediate consumption, “I could save money by buying in bulk, but I don’t.” Snapple fits with sandwiches and delis, not fast food. Usage fluctuates seasonally, diurnally, and cyclically: “I drink Snapple when I drive on long trips.” It’s an individualistic, atomistic experience, normally not social or familial. Snapple moments tend to be on the go, between here and there, yet for many loyalists it’s not truly an impulse buy: “That first 15 minutes when I get home from work . . . I don’t answer the phone, sit down and have a Snapple.” It is part of a salesman’s routine stop for gas, part of taking baby for a morning stroll, a way to get through early morning class, “breakfast at Dunkin’ Donuts, then home with a Snapple while I do the crossword in the morning newspaper.” ivotal Characteristics • Authentic The brand pivots on trust. It makes implicit health claims. Its name conveys healthiness: snap active, healthy apple healthy The fruitiness claim works on the same level as the vegetable content of V8 juice. Fruit is healthy, Snapple is fruity, so Snapple is healthy. If it is seen as faux fruit juice (e.g., Sunny Delight, Kool- Aid, etc.), then its claims (All natural ingredients, Made from the best stuff on earth) become just so much hype and Snapple drinkers are chumps. As a brand there is a Johnnie Walker character to Snapple. It can flicker from optimum and premium to impure and inauthentic. • Fun It’s irreverent. Serious and Snapple go together like oil and water. To some extent fun is a category characteristic, differentiating all such beverages from serious health drinks, but Snapple is fun in a way unduplicated by any other brand of soft drink. It is informal, natural, personal, and playful. That partly derives from full taste, and partly because it represents a break from mundane roles and responsibilities. It is not “a pure escape” but of a circumscribed and portable sort, one which is easily resealed and apportioned. The playfulness is reinforced by imaginative use of names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness. • Personal There’s so much variety to choose from. You can find yourself within the brand. The diversity within Snapple Brand makes it a model for a multicultural society. There’s a creative dimension that enhances and enlarges who you are. The logic of Snapple is very like the logic of contemporary music, a creative fusion of styles and genres. Snapple as a brand is constantly revising what it is. There is the image of a small, caring company. It is almost too individualistic. It is not a family drink. Snapple in the refrigerator increases family tension. • Vividly Sensual Snapple tastes good or it is nothing. Luxury today is being redefined. It need not be a big purchase. 1. • Snapple defined by what it is not. It is suspended between: depravity Snapple deprivation (colas) (water, carrot juice, etc.) It may substitute for cola, but is by no means conceptually equivalent. Snapple use is driven, and defined in large part, by a reaction against colas: Colas = modernity: unnatural artificial image impersonal uniformity , exclusion mass production authority Snapple = reaction to modernity: natural real personal diversity , inclusiveness variety , individualism anti-authority, irreverence It is not necessarily new age, nor a return to the past, but a bit of both. By “alternative,” users do not mean drop-outs, sullen and alienated. Snapple is not like water. Snapple is a treat: Unlike water, “You can’t carry it around without drinking it.” The Cultural Logic of the Snapple Brand Extracts from a report prepared by the Cultural Analysis Group for Deutsch, Inc. November 1997 Objectives • Who are core users of Snapple, and how the Snapple brand is expressed in their lives? • How does Snapple intersect with key trends and values in contemporary life? • What binds consumers to the brand? • Why do formerly heavy users step away from Snapple, reduce their consumption? • Ultimately, what is the meaning of Snapple in people’s lives? How can we develop a positioning that transcends demography and geography? 1. Method • 72 in-home interviews in 4 markets 2 developed markets: 2 undeveloped markets: • New York • Dallas • Seattle • St. Louis • Divided evenly by age: 1⁄2 were with ages 18–29 1⁄2 were with ages 30–44 • Divided into three groups: 1. Long-time loyalists (3+ years), heavy users (4+ times/wk.) 2. New to franchise heavy users (where Snapple has become their favorite non- carbonated beverage in the last year) 3. Lapsed users, former heavy users who continue to drink it (1–4 times/mo.) The Study 3MAJOR DIMENSIONS0 The GloryYears Quaker The StudyTriarcThe Origins
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 51.
  • 52.
    MASS8 The GloryYears QuakerThe StudyTriarcThe Origins CARBONATED8 UNIFORM8 AUTHORITY IRREVERENT SILLY REAL NATURE AUTHENTICITY PERSONAL INDIVIDUALISTIC ARTIFICIAL8 PRODUCTION
  • 53.
    The GloryYears QuakerThe StudyTriarcThe Origins L8 EMPTY TASTELESS BORING TOO8SERIOUS GOOD8FOR8YOU FUN WAKES8UP YOUR8MOUTH VIVID8SENSORY QUIRKY IMAGINATIVE EXPERIENTIAL8
  • 54.
    The GloryYears QuakerThe StudyTriarcThe Origins L8 IRREVERENT SILLY REAL NATURE AUTHENTICITY PERSONAL INDIVIDUALISTIC FUN WAKES8UP YOUR8MOUTH VIVID8SENSORY QUIRKY IMAGINATIVE EXPERIENTIAL8
  • 55.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 56.
    The GloryYears QuakerThe StudyTriarcThe Origins
  • 57.
    The GloryYears QuakerThe StudyTriarcThe Origins Wendy Kaufman Silly ISnapple ISnapple
  • 58.
    The GloryYears QuakerThe StudyTriarcThe Origins Don’t0Be Silly Wendy Kaufman Smart ISnapple ISnapple “They8Rired8Wendy!?” “Where8is8my8 Rlavor??” “Snapple8is8not8Snapple8anymore.” “Snapple8has8lost8its8focus.” “No8longer8the8image8 of8a8small,8caring8 company.”8
  • 59.
    The GloryYears QuakerThe StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. SO0SHOULD0WE... Where Are We Now?
  • 60.
    Question In regards tothe time between Snapple’s glory years and when Quaker was in control, have the needs of consumers changed?
  • 61.
    The GloryYears QuakerThe StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. Where Are We Now? Where Should We Go? SO0SHOULD0WE...
  • 62.
    Question How does Triarcreconnect the Snapple brand with its customers? – should we bring silly back? – be smarter than Quaker?
  • 63.
    The GloryYears QuakerThe StudyTriarcThe Origins So0now.......Triarc0is0trying0to0save0the0dying0brand. Where Are We Now? Where Should We Go? How Do We Get There? SO0SHOULD0WE...
  • 64.
    Question What should Snappledo in terms of: -!Positioning -!Messaging -!Distribution -!Spokesperson -!Sponsorships -!Silly and Quirky Attributes
  • 65.
  • 66.