Snapple 2010 Annual Report Download - page 7

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5
DPS Brands Grew in 2010
Dr Pepper keeps driving volume growth, outpacing
the CSD category by 2.5 percentage points in
2010. Dr Pepper Cherry continued to perform
in its second year, with volume up 6 percent in
measured channels and double-digit growth in
many underpenetrated markets. All told, it was
a great 125th anniversary year for Dr Pepper, with
a new direction for the “Trust me, I’m a Doctor”
spots and the continued popularity of programs such
as our tie-ins with college football, the Academy of
Country Music Awards and “Iron Man 2.”
And consumers are responding
—
as of Feb. 1,
more than 7.5 million people have become fans
of Dr Pepper on Facebook®, earning us a top-10
spot among food and beverage brands.
The Snapple brand’s restage continued to gain
momentum in 2010, increasing our share of
the premium tea category by 5 percent. The
brand’s groundbreaking tie-in with “The Celebrity
Apprentice” introduced two new flavors to
consumers: Snapple Compassionberry Tea and
Diet Snapple Trop A Rocka. The latter is now a
permanent part of our portfolio.
7UP was reformulated and given “ridiculously
bubbly” new brand positioning in 2010, gaining
share in 25 of the 34 packaged beverage markets
in which we compete and becoming the No. 1
lemon-lime in four new markets: Columbus, Ohio;
Grand Rapids, Mich.; Milwaukee, Wis.;
and Minneapolis, Minn.
2010 was a big year for Crush flavors, with
highlights including an industry award for
Crush Cherry and the limited-time offering
of Crush Lime. Overall, bottler case sales of
Crush are up more than 250 percent over
the last two years. More than a third of Crush
volume is now provided by non-orange
flavors, providing this brand with plenty
of room to grow.
Mott’s has become a growth brand for DPS.
In addition to the launch of Mott’s Medleys,
Mott’s for Tots continued its strong performance,
with volume up 16 percent over the prior year.
The Mott’s trademark is poised to grow even
more in 2011 with the help of strengthened
regional distribution.
Our Strategy is Flavored to Win
In 2011, we expect our marketing programs
to translate into share and volume gains for
our priority brands. Our innovation pipeline is
addressing current and future consumer trends.
The return of substantial brand volume to our
system from Coca-Cola and PepsiCo gives us
further opportunity to apply our strengths to
more brands than ever before.
BUILD OUR BRANDS