AG Barr is launching a marketing and innovation programme for the Snapple brand this month.
The drive will focus on three key areas; impactful new packaging for the premium brand, the launch of ‘no added sugar’ NPD including Iced Tea products and a sampling campaign and digital activity designed to drive awareness and trial.
The redesigned Snapple juice drink range will mark the introduction of a new size (473ml) of the classic Snapple glass bottle in line with those sold in the US and a clean-look, premium label with branding that highlights the brand’s New York heritage.
“Snapple has already built a loyal following in the UK with sales up 33% year-on-year and consistent growth for the last five years” says Adrian Troy, head of marketing at AG Barr.
“The wide range of unique flavours meets the needs of consumers while adding incremental value for retailers through its premium positioning and price point.
“The new design will provide greater standout on-shelf while highlighting the brand’s New York City heritage, and the new low-sugar additions to the range will appeal to those consumers looking for a healthier alternative.
“With 6 in 10 fruit drinks now being consumed ‘on-the-go’, our new prisma packs are the ideal format to deliver refreshment while on the move as they are resealable and 330ml adult sized. The new cartons also protect the product, keeping it at its freshest for the best flavour delivery.”
Snapple will be driving consumer awareness and trial with ongoing sampling at university campuses and in central London locations over the summer. The brand will also be supported by extensive digital activity.