• Brandweek, Friday, March 27, 2009 11:15 AM

Kenneth Hein writes that Snapple's new campaign, which riffs on the word "stuff," would have made George Carlin proud. The new ads debut March 30 with the tagline, "The best stuff on Earth just got better." New merchandising displays will appear at convenience stores, grocery and major retailers throughout the U.S. Snapple.com is also being revamped.

The brand, which has long claimed to be "Made from the best stuff on Earth," says that its "stuff" has gotten better. New TV ads play up the fact that Snapple is now made with natural sugar and includes "healthy green and tasty black tea leaves."

Snapple announced earlier this year it would undergo its most radical packaging and formulation change in the company's 37-year history, and the campaign comes at a critical time for the brand. Snapple's volume was off 7% last year; 17% in the last quarter, Dr Pepper Snapple Group reported Thursday.

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