Snapple : Snapsolutely Refreshing
Reigniting an American icon
CONTEXT: Born in New York and raised in bodegas, Snapple was an American icon. But somewhere along the way, it lost its edge. Its iconic glass bottle disappeared, its quirky personality faded and newer, trendier drinks stole the spotlight. After years of declining sales, it was time to get Snapple back to being Snapple and win over a new generation.
CHALLENGE: The beverage aisle had become obsessed with functional benefits. Drinks promising more energy, better focus, gut health and hydration were everywhere. Meanwhile, Snapple was just a great-tasting drink. How could we make an icon relevant again in a category obsessed with self-improvement?
INSIGHT: Young adults were drowning in "shoulds" … careers to build, wellness to maximize and social lives to maintain. Even their breaks came with a to-do list. But they didn't want to stop striving, they just wanted a moment to enjoy life without feeling like they should be doing something else.
CREATIVE: So instead of giving Snapple another job to do, we positioned it as a refreshing break from all the "shoulds." Introducing "Snapsolutely Refreshing," a new brand platform celebrating the freedom to choose what you want, simply because you want it.
And we rebuilt Snapple from the bottle out, bringing back its iconic identity, glass bottles and unmistakably New York attitude. Then we put that personality to work, poking fun at life's endless pressures and turning everyday moments into refreshing breaks.
From social feeds and subway stations to bodegas, Knicks celebrations and a floating comedy show on the Staten Island Ferry, we made Snapple a welcome interruption from all the things people should be doing.
RESULTS: And people were here for it. After years of decline, Snapple returned to market share growth. Gen Z consideration grew 15%, and Gen Z customers nearly doubled. And online, we sparked 90% more conversation than expected.
AWARDS:
Shorty Awards: two finalist categories (Food & Beverage; Real Time Response) and one Audience Honor (Storytelling)
PRESS: