Snapple 2008 Annual Report Download - page 12

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Growing Great Brands
8
And in 2009, a comprehensive restage of Snapple’s premium teas and juices
will make the “Best Stu on Earth” even be er, with an all-natural positioning
emphasizing a blend of healthy green tea, tasty black tea and sugar.  e restage
will be supported by Snapple’s largest, most aggressive advertising campaign
this decade.
Leading the Juice Category with Functionality and Value
In 2008, we became the leading player on the juice aisle with an approximately
10 percent share of the market in measured channels, driven primarily by
Hawaiian Punch, Mo ’s and Clamato.  ese beverages represent a promising
growth platform as consumers become more health-focused and  avor and
ingredient technology enables greater innovation.
Following up on the successful 2006 launch of Mo ’s for Tots, we rolled out
new multi-serve packaging, providing even more options for moms.  is
rst-of-its-kind o ering gives younger consumers a diluted, lower-sugar juice
without sacri cing the nutrient content of a full- avored product.
We will restage Mo ’s base juice product in 2009 with a “back to the core”
theme and more vitamin C per serving and continue to drive trial in Mo ’s
for Tots with national account sampling programs.
Driven by a strong portfolio of fl avors, Dr Pepper Snapple’s U.S. dollar share of the CSD market
has grown a percentage point to 19.7 percent since 2005, while colas have lost three share
points over the same period.