Beverage marketer Snapple has some new products and a new marketing attitude. The company is on the verge of introducing a new line of white teas, which are made from a collection of baby white tea
leaves blended with light fruit essences. They will be supported with a campaign that takes a new direction for the company, in which the goal is to educate consumers about the health benefits of
drinking tea. Snapple termed the new line and the new ads the most ambitious in its history. The campaign includes a national TV effort, its first since Whipper Snapple in 1998. Point-of-purchase
materials and a public relations push will also support the launch. "The white tea category is poised to be an important sector for Snapple, and the tea category, as more and more consumers seek
beverages with health benefits," said Holly Mensch, vice president, Snapple. Snapple said the white tea category--which is small overall--exhibited significant growth in the past year showing an
increase of more than 300 percent, citing 2005 Nielsen data. Snapple White Teas will be available at major retailers, grocery and convenience stores sold in 17.5-ounce bottles for a suggested retail
price of $1.39.
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