Dive Brief:
- Snapple is getting a full marketing makeover thanks to its New York City-based agency CBX. The packaging redesign affects about 20 brands of Snapple's regular and diet teas and juices.
- The announcement coincided with National Iced Tea Day on Wednesday.
- CBX said the use of a hand-drawn New York City skyline emphasizes the company's roots while appealing to a wider crowd. The product does well on both coasts, but the goal is to see growth throughout the U.S.
Dive Insight:
Of Snapple's new branding changes, BevNET reports, "In an effort to 'amplify the playfulness, wit and simple goodness' of the brand, its lettering has been updated while keeping the brand’s signature curled 'S' intact. A new hand-drawn sun also now hangs above its logo."
Snapple is capitalizing on the fast growth of the ready-to-drink tea market in the U.S., and the company is not alone. PepsiCo, Inc. and Coca-Cola Co. have also been battling for RTD tea market share, though PepsiCo has come out on top for now. The shift comes as consumers shy away from soda and other sugary drinks and instead go for RTD teas, bottled water, and other less sugary beverages.