Snapple 2009 Annual Report Download - page 9

7
leadingwithbrands
robust marketing plans that include activation
behind our “Better Diet Stuff,” we expect
ongoing improvement for the brand in 2010.
Growth for Juice and Juice Drinks
Our juice and juice drinks portfolio continued
its leading position in the juice aisle in
2009, bolstered by Hawaiian Punch and the
health and wellness messages around Mott’s.
Increased media spending, new distribution
and strong retail programming drove growth
for Mott’s apple juice and Mott’s for Tots, a
lower-sugar juice that maintains the nutrient
content of the regular offering. In 2010
we’ll provide more convenient nutrition for
moms with Mott’s Medleys, a breakthrough
innovation that combines the great taste
of Mott’s juice with two fruit and vegetable
servings per 8-oz. serving.
A favorite of shoppers seeking value,
Hawaiian Punch surpassed volume
expectations with double-digit growth and
delighted consumers with two new flavors,
Polar Blast and Berry Bonkers. We’ll
premiere Hawaiian Punch Lemon Lime
Splash in spring 2010.
Solidifying Our Hispanic Strategy
In 2009 we boosted investments behind
Hispanic programming across our portfolio,
including a traveling Dr Pepper club
experience called Vida23. As a result of
these efforts and expanded distribution,
Dr Pepper has increased volume share in
nine of the top 10 Hispanic markets. In
fact, volume for Dr Pepper is up 5 percent
in the U.S. Hispanic market compared to
a 1 percent decline for total CSDs. 7UP
also headlined a Sevenisima campaign that
connected with the natural energy, fun
and spirit of Hispanic consumers.
We’ll invest further in local and national
programs that connect with Hispanic
consumers, including a greater focus on our
juice category, particularly Mott’s and Clamato.
In 2010 7UP will sponsor the Latin Grammy
Awards and Dr Pepper will sponsor Premios
Juventud (Hispanic youth awards).
Building Venom Energy from
the Ground Up
Our new Venom Energy brand rounds out
our portfolio. In its first full year, Venom
Energy has captured a 1.5 percent share
of the $6 billion energy drink market and
has significant distribution upside in 2010.
Venom Energy’s sponsorship of Andretti
Autosport and the #26 car driven by
Marco Andretti will augment our localized,
grassroots efforts to build this brand from
the ground up.
125 YEARS IN 2010 AND ST ILL GR OWI NG
In 1885, pharmacist Charles Alderton mixed up a blend
of fruit flavors at the Old Corner Drug Store in Waco, Texas,
and a beverage industry icon was born. For 125 years,
Dr Pepper has been delighting consumers with its legendary
23 flavors, iconic ad campaigns and creative packaging,
all of which have become a part of history.
Source: Company-
reported 288-oz.
bottler case sales
(in millions of cases)
’89
250
’09
530
4% CAGR Over 20 Years
leading with brands