Snapple 2012 Annual Report Download - page 10

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Snapple and America’s Got Talent®
When it comes to introducing new consumers to our fun and flavorful brands, Snapple and America’s Got Talent®
have the best stuff. In 2012, the “Snapple America’s Got Talent Promotion” – featured under the cap of 16-oz. bottles
of Snapple Diet Half ‘n Half Tea, Peach Tea, Diet Peach Tea, Lemon Tea and Diet Lemon Tea – encouraged consumers
to go online to enter a code for a chance to win prizes, including tickets to the season finale of America’s Got Talent®.
The program contributed to an 11 percent volume increase for all flavors of Snapple 16-oz. single-serve bottles during
the promotion. In 2013, the Snapple “Win Nothing Instantly” promotion will give consumers opportunities to win prizes
such as “no bills” and “no airfare” while introducing new consumers to the Snapple product line.
MARKETING
INVESTMENT
BEHIND OUR BRANDS
(In Millions)
$356
‘08
$409
‘09
$445
‘10
$460
‘11
$481
‘12
Since 2008, we’ve boosted our annual marketing
spend by $125 million to keep our brands top
of mind with consumers.
7UP and The Latin
GRAMMY® Awards
We’re reaching a new generation of Hispanic consumers
by targeting local markets with consumer-related events
as part of our sponsorship of The Latin GRAMMY®
Awards. In 2012, our sales teams worked with retail
partners to gain incremental display space for brands
such as 7UP, Sunkist soda, Squirt and Clamato that are
popular with our Hispanic consumers. This additional
display space contributed to volume increases for these
brands in targeted markets, including Dallas, up 54
percent, and the southern California and Nevada
region, up 9 percent, during the promotion.
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