Snapple 2009 Annual Report Download - page 7

With intensified marketing investments to
engage and excite consumers and a strong
innovation lineup, we’re adding value to our
iconic brands with our focus on fun, flavor
and functionality.
Building Brand Equity
In 2009 we boosted investments for
Dr Pepper, Mott’s and Snapple and
increased marketing spend by more than
75 percent behind our Core 4 brands: 7UP,
Canada Dry, A&W and Sunkist soda. While
other advertisers pulled back, we leveraged
lower rates to capture more primetime and
local ad space and to air more 30-second
spots in place of shorter ads. As a result,
our gross rating points, a measure of
message frequency and audience reach,
jumped significantly, with increased
exposure for our brands during more highly
viewed programming. Both aided and
unaided brand awareness for Dr Pepper,
Snapple and 7UP rose as well.
The Dr Pepper “Drink It Slow … Dr’s Orders”
campaign featured two more celebrity
doctors offering their flavor prescription:
producer and hip-hop artist Dr. Dre and
KISS frontman Gene Simmons (Dr. Love),
who also appeared with KISS in a 2010
Super Bowl® ad for Dr Pepper Cherry.
The Snapple office staff created buzz
about Snapple’s new “Better Stuff,” and
Diet Dr Pepper touted its “Unbelievably
Satisfying” taste with help from Santa Claus,
the Easter Bunny and the Tooth Fairy.
“Desperate Housewife” Marcia Cross joined
our star-studded cast of spokespersons to
share Mott’s “Saucy Secret” of one serving
of fruit in each 4-oz. portion, and legendary
grump Brad Garrett turned “Ridiculously
Bubbly” after a taste of 7UP. Canada Dry
and A&W returned to the airwaves for the
first time in nearly a decade as part of a
coordinated sales and marketing strategy
to drive growth for the Core 4. Look for
increased Core 4 advertising throughout
2010, especially around the reformulation
of 7UP and new graphics for the brand
in the fall.
First-Class Partnerships
Our brands enjoy top-notch partnerships
that create positive brand experiences with
our target consumers. In 2010 Dr Pepper
will join forces with the Iron Man 2 film
and continue to offer exclusive gaming
content for Electronic Arts consumers via
yearlong promotional activities on single-
serve packages. We’re also giving Dr Pepper
lovers a taste of the red carpet experience
with a chance to win tickets to the Academy
of Country Music Awards, complemented by
on-pack promotions featuring award-winning
country music duo Sugarland.
We’ll continue our Dr Pepper college football
programming, which in 2009 included
sponsoring the BCS Championship Coaches’
Trophy. But first, we’re tipping off 2010 with
a basketball program led by Sunkist soda.
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In 2009
we increased
marketing dollars
for Core 4
brands 75
%
by