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7
At DPS, fl avor innovation is at the center of everything
we do. Our research and development team works
closely with all our business functions, ensuring strong
collaboration, quick decision making and unwavering
execution on one clear goal:
CREATE GREAT-TASTING
PRODUCTS THAT
CONSUME RS LOVE.
Dr Pepper TEN and its proprietary blend of sweeteners
is bringing lapsed consumers back to the category.
Delivering the same 23 authentic fl avors as our fl agship
brand but with only 10 calories per 8-oz. serving,
Dr Pepper TEN, with its bold taste and even bolder “It’s
Not for Women” marketing campaign, inspired consumers
to give it a try when it launched in October. During the
fi rst three months of national distribution, trial rates for
Dr Pepper TEN were nearly 9 percent, signifi cantly
above other new innovation launches. The great taste of
Dr Pepper TEN, which is targeted at men who don’t like
the image of diet beverages, has resulted in consumers
– male and female – asking for more TEN options. We’re
delivering, and quickly. In February 2012, just four months
after the national launch of Dr Pepper TEN, we began
market testing additional TEN options, including 7UP,
Canada Dry, Sunkist soda, A&W and RC Cola.
Sun Drop is another example of how we’re leading with
fl avor and reaching a new generation of citrus fans. A
regional brand we introduced nationwide in early 2011,
Sun Drop has already captured a 4 percent share of the
highly competitive citrus market, driving 43 percent of the
growth in that category. A multi-year agreement with MTV
and the “That’s How You Drop It” campaign featuring the
Sun Drop Girl contributed to Sun Drop reaching more
than 80 percent ACV in grocery in its second month of
national distribution. In 2012, we introduced the Sun Drop
Guy to refuel the campaign and recharge loyal Sun Drop
consumers who crave their citrus.
Snapple Lightly Sweetened Teas
Less sweet yet still refreshing, Snapple Lightly Sweetened
Teas will bring new consumers to the ready-to-drink tea
category, meeting the needs of those who prefer all-natural,
lighter-tasting options. DPS continues to outperform in
the premium tea category, with the new Snapple 64-oz.
multiserve package providing incremental growth and
additional take-home options for consumers in 2011.
Mott’s Medleys Sauce
As the No. 1 apple sauce brand, Mott’s is leading with
fl avor and nutrition. Mott’s Medleys Sauce, introduced
in 2011, contains one fruit and vegetable serving per
container and is the fi rst nationally distributed fruit and
veggie snack in the sauce category. Mott’s for Tots juices
with added nutrients provide additional healthy choices
and contain 40 percent less sugar.
HOUSEHOLDS
Snapple grew household
penetration by 17%
in 2011, triple the rate
of category growth.
CONSUMERS
Snapple outpaced
the tea category in
generating repeat
purchases in 2011.
TEA
CATEGORY
SNAPPLE
2011 SNAPPLE
HOUSEHOLD
PENETRATION
GROWTH
5%
17 %
2011 SNAPPLE
REPEAT PURCHASE
GROWTH
TEA
CATEGORY
SNAPPLE
1%
5%