Snapple 2012 Annual Report Download - page 11

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Driving Excellence in Execution
SHOPPER INSIGHTS + RETAIL EXECUTION
Let’s Play is a $15 million, three-year
community partnership led by DPS to
get kids and families active by providing
tools, places and inspiration for play.
We’re working closely with national
nonprofit KaBOOM!™ to build or fix up
2,000 playgrounds, benefiting an estimated
five million children by the end of 2013.
We’re also partnering with Good Sports
to provide communities with the tools for
play. For example, DPS and one of our
retail customers teamed up in 2012 to
sponsor the Let’s Play League in Dallas,
donating baseball equipment and uniforms
as well as hosting clinics for the team.
We will continue to increase consumption of our core
brands in underdeveloped markets through excellence
in retail execution and by continuing to grow the distri-
bution and availability of our brands.
Partnering With Our
Retail Customers
Our growth strategies for the convenience channel
are developed in close collaboration with our retail
customers. This win-win approach is delivering strong
results for our brands, including Snapple at 7-Eleven®.
In 2012, we implemented a national window banner
campaign in 7-Eleven® promoting the Snapple 16-oz.
single-serve bottle in conjunction with the chain’s Big
Summer – Big Chill promotion. As part of the planning
process, we also secured additional product facings
and shelf space to ensure that consumers dashing from
the gas pump to the store could find Snapple quickly
and easily. As a result, we increased Snapple volume
by 54 percent in 7-Eleven stores during the two-month
promotion. We’re replicating this approach in early 2013
with a national banner campaign supporting our TEN
product launch as part of the chain’s Resolution:
Try New Things! campaign.
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