India's rich tea tradition and the CBS show's stop in Kolkata, India during last night's episode "inspired" the new Papaya Mango Tea, according to the brand's promotions. The labels of the new flavor's regular and diet versions feature "The Amazing Race" below the Snapple logo, and have also been embellished with graphics that are evocative of traditional Indian decorative motifs.
Snapple was highlighted within the episode, in which the contestants followed the ancient tea-trading route between China and India. At the show's end, the new flavor was unveiled as "Race" host Phil Keoghan presented the prize package to the first-place team.
New spots on Snapple's "Real Facts" theme were created for the new flavor, and will run during "Amazing Race" episodes through the rest of the season, starting next week.
Snapple will also sponsor the show's 10th anniversary celebration in Miami on May 7, preceding the May 8 airing of the season finale.
The "Snap-a-Snapple" Facebook contest, like the campaign's other elements, emphasizes the limited time window in which to buy the Papaya Mango Tea. Fans are presented with various scenarios in which to snap a photo of a bottle of the new flavor, and the first to post for a given challenge is featured in a winner's gallery and earns a chance to win $5,000.
A $1 coupon for Papaya Mango, and other promotions, are also being featured on Snapple's Facebook page.