Brand gets biggest makeover in nearly four decades.
-- Packaging Digest, 3/5/2009 10:11:00 AM
Snapple, the original new-age beverage, is undergoing the most significant makeover in its 37-year history. The Best Stuff on Earth just got even better with a new formula, reduced calories and packaging that promotes the blend of healthy green and tasty black tea leaves.
Over the years, consumers enjoyed the fun, quirky Snapple personality without realizing that premium teas are used to make every bottle of Snapple. The brand's new formula heightens the flavor derived from the tea leaves, uses sugar as the sweetener, and reduces the calories in some cases up to 20 percent.
"We want to ensure Snapple continues to be the Best Stuff on Earth," said Bryan Mazur, vice president of marketing for Snapple. "These changes to the formula and packaging come with one goal in mind: deliver the same great product, just make it even better."
The great taste of Snapple is not the only thing that is being refreshed. The outside of the bottle also reflects the goodness on the inside by continuing to focus on its all natural ingredients. Snapple will retain its clever and light-hearted brand personality, but with a more premium, mature execution. Gone will be the old logo and packaging, replaced with a sleeker bottle and label design that speaks to its new formula. The new graphics also highlight that Snapple is made from healthy green tea and tasty black tea leaves. The new packaging serves as a friendly reminder that Snapple has always been and always will be made from the Best Stuff on Earth.
Snapple's "Real Facts" will remain under the new silver caps and 256 new facts will be introduced. A sneak peek at these new facts include:
-- Real Fact #686 - a pelican can hold more food in its beak than its belly
-- Real Fact #787 - like fingerprints, everyone's tongue print is different
-- Real Fact #804 - there are 293 ways to make change for a dollar
"We're still Snapple. We take our product seriously, not ourselves," added Mazur.
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Snapple, the original new-age beverage, is undergoing the most significant makeover in its 37-year history. The Best Stuff on Earth just got even better with a new formula, reduced calories and packaging that promotes the blend of healthy green and tasty black tea leaves.
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