Snapple 2008 Annual Report Download - page 11

7
Growing Great Brands
Meanwhile, Diet Dr Pepper grew volume in 2008
thanks to expanded fountain availability and continued
consumer migration toward  avors and diets. In 2009,
we will continue to drive trial and awareness of Diet
Dr Pepper via a major media buy and sampling e ort,
emphasizing that with its bold, full  avor, “there’s
nothing diet about it.” Building on the success of earlier
line extensions, Dr Pepper Cherry, our latest innovation,
launched in early 2009 with a smoother taste that
promises to expand the brand’s consumer base further.
Strengthening Our Core Flavors through
Marketing and Innovation
 e Nielsen Company measured-channel data shows
that consumers are reaching for  avors on the store shelf
almost as frequently as colas.  e DPS Core 4 are
well-positioned to take advantage of this growing trend.
In 2008, we presented CSDs in a di erent light, with
new o erings to meet consumers’ ever-changing needs.
Canada Dry Green Tea Ginger Ale o ered consumers
the functional bene ts of green tea and antioxidants,
spurring solid growth across the trademark and even
driving trial from non-CSD consumers. Sunkist and
A&W Floats used proprietary technology to create
indulgent,  rst-of-their kind  oat-like beverages in a
unique premium package form, with A&W Float earning
recognition by
CSP magazine as new CSD product of
the year.
In 2009, functional innovation will continue to generate
news around Core 4 with the rollout of a Diet Canada
Dry Green Tea Ginger Ale and a restaged Cherry 7UP
Antioxidant. A&W will be made with aged vanilla,
and Sunkist will complete the introduction of updated
graphics that communicate the brand’s vibrant
citrus tastes.
In addition, for the  rst time in nearly a decade, A&W
and Canada Dry will be supported with TV campaigns
as part of a fully integrated approach to brand marketing
that includes traditional advertising as well as emerging
social media.
Refueling Snapple for Future Growth
 e Snapple trademark has been transformed over
the past few years via a series of innovations and
renovations, from the launch of super premium teas and
juices to the introduction of antioxidant water. In 2008,
this transformation continued with the launch of a broad
range of value teas in the “mainstream” segment, which
comprises more than three-quarters of all shelf-stable
tea volume.  is multi-pack product targets the value-
oriented consumer in the Midwest and Southern U.S.,
giving the Snapple brand an opportunity to grow per
capita consumption outside its traditional East and West
Coast strongholds.
Canada Dry Green Tea
Ginger Ale spurred
solid growth across the
Canada Dry trademark.