Snapping back: soft-drink marketers at Triarc deftly give Snapple back its 'buzz'

Article Abstract:

Snapple was selling almost $700 million worth of trendy drinks per year by 1994 when Quaker Oats bought the brand from its Brooklyn founders. For a combination of reasons, Snapple sales plunged, and Triarc Companies came along and bought it for a song. They put the brand into the hands of Michael Weinstein, the one who turned around A&W for one. Eighteen months later Weinstein likes what he sees in the sales charts, but it hasn't helped Triarc enough in the eyes of Wall Street, so the owners are taking the company private.

Company Planning/Goals, Campaign Effectiveness, Bottled Soft Drinks, Soft drinks, Beverage industry, Non-alcoholic beverages, Triarc Companies Inc., TRY, Snapple Beverage Corp., SNPL

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Book samples to be served with Diet Coke

Article Abstract:

Coca-Cola has come up with a way to add value to Diet Coke for its reading consumers. The company has determined from surveys that a certain percentage of Diet Coke drinkers are readers and so a deal has been made with several book publishers. Good-sized excerpts (up to 32 pages) from new books will be inserted into 12-packs and 24-packs of Diet Coke. The authors and publishers involved think that they are getting the better end of the promotional deal. The nine-week promotion will start February 1, 1999.

Research Findings, Packaging, Channels of Distribution, Promotion, Point-of-Purchase Displays, Canned Diet Colas, Publishing industry, Coca-Cola Co. (Atlanta, Georgia), Soft drink industry, KO, Diet colas

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