As Snapple rolls out its new "A Taste for Life" brand positioning, the American beverage brand is appointing BMB to develop content specifically for the UK market. Previous marketing efforts in the UK have adapted U.S. content for UK social channels.
BMB is a familiar face to Snapple, currently handling advertising duties for Rubicon, which is part of Snapple UK distributor AG Barr’s portfolio. In 2015 the Dr Pepper Snapple Group, Snapple’s U.S. brand owners, agreed to a deal giving AG Barr rights to sell Snapple under license in Europe.
The aim of this new Snapple social strategy will be to develop brand awareness and encourage UK consumers to try the juices and iced tea drinks.
Concurrently, Dr Pepper Snapple Group is refreshing the Snapple brand, including the recent introduction of a 16-ounce plastic bottle that looks and feels just like its iconic 16-ounce glass bottle, complete with a metal cap that “pops” when opened. Both bottles, of course, will continue to showcase 'real facts' on their lids.
"As Snapple hasn’t been advertised in the UK for many years, we are excited about the prospect of unlocking this love through Snapple’s social channels with content made by and for a UK audience - introducing a new generation of consumer to the delights of the Big Snapple," stated Owen Farrington, executive digital director, BMB.