Snapple 2011 Annual Report Download - page 10

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8
Flavors now represent more than 51 percent of all CSD
retail sales, up nearly 5 points in the last six years.
With a 40 percent dollar share of fl avored CSDs, we
are the undisputed leader in this segment. Even so,
DPS has opportunities across the U.S. to introduce
new consumers to our fl avor portfolio and increase
drinking occasions for our core brands. To support
long-term growth, we’re investing heavily behind our
brands, and in 2012 we’ll continue to shift a portion of
our marketing investments from national to local levels,
enabling us to grow consumption of our brands in low
per-capita markets.
Local marketing investments behind Canada Dry,
including localized media and display activity, accelerated
volume growth in 2011 in 14 underdeveloped markets,
including San Francisco, Calif., up 9 percent;
Columbus, Ohio, up 12 percent; and Las Vegas,
Nev., up 22 percent. Sales teams in these markets
partnered closely with retailers to drive distribution of
our brands. In addition, local radio and billboard media
provided the ability to personalize ads with store logos
and promotions and gave retailers the opportunity
to gain traction in their local areas while growing
trademark loyalty behind our key package sizes and
fl avors. In targeted markets, these efforts resulted in
an almost 11 percent volume increase for Canada Dry.
This winning formula is being replicated in markets
across the country. For example, we’re connecting with
Hispanic consumers’ passion for music, sports and
fl avor at a grassroots level across southern California.
CANADA DRY POSTED
DOUBLE-DIGIT VOLUME
GROWTH FOR THE
SECOND YEAR IN A ROW.