Snapple 2011 Annual Report Download - page 11

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Since 2008, we’ve boosted our annual marketing
spend by $100 million to keep our brands top of
mind with consumers.
9
Sponsorship of The Latin GRAMMY® Awards in 2011
and related consumer events resulted in a 28 percent
volume increase for brands such as 7UP, Sunkist
soda and Squirt in participating retail accounts during
the promotion. In the Los Angeles market, these
efforts helped increase per-capita consumption
of fl avors popular with Hispanic consumers by six
servings per person.
Allied Brands
Our distribution agreements with brands such as
Neuro functional beverages and Vita Coco, the
No. 1 brand of coconut water, allow us to participate
in emerging categories without signifi cant capital
investment, while providing scale and effi ciencies in
our direct store distribution. In 2011, Neuro added
approximately 400,000 incremental cases to our
volume, and Vita Coco added approximately
300,000 cases.
Priority Brand Execution
Our priority brand agreements ensure that Dr Pepper
and Diet Dr Pepper are included in all core packages
and featured in all major merchandising events and
display activities by our bottlers. Our consumers are
able to enjoy our brands in multiple package offerings
and at different price points, enabling us to leverage
package innovation by our bottlers. Display and
merchandising tie-in activity helped drive awareness
and incremental purchases of our brands in 2011,
with display tie-in rates for regular Dr Pepper up
2 percentage points.
MARKETING
MARKETING
INVESTMENT
INVESTMENT
B
EHI
EHIND OUR BRANDS
2008 2009 2010
$356
$409
$445
2011
$460
(IN MILLIONS)