Snapple 2012 Annual Report Download - page 9

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In 2013, we’ll continue to invest heavily behind our brands, developing programs that excite our customers and
introduce new consumers to our flavor portfolio.
Facebook® Credits Program
We’re connecting with more consumers through innovative approaches such as our Facebook® Credits Program – the
first promotion of its kind in the marketplace – which we launched in partnership with the world’s largest social media
network in 2012.
Built on the strength of our Core 4 flavors (7UP, A&W, Sunkist® soda and Canada Dry) and Sun Drop, this social media
and retail activation campaign turned every consumer into a winner by awarding Facebook Credits, located under the
cap of 20-oz. single-serve bottles, with every purchase. Consumers redeemed their credits on Facebook and spent
them on games, music and movies.
In 2012, as a result of the program, volume for regular Core 4 plus Sun Drop 20-oz. single-serve bottles outpaced
the CSD category for 20-oz. bottles by 3.1 percent in the convenience channel. In addition, we drove distribution
gains in convenience stores of 7.3 percentage points for regular Canada Dry 20-oz. and 1.1 points for regular Sun
Drop 20-oz. From a social media perspective, the program strengthened our fan base by adding more than four
million new fans across our Core 4 and Sun Drop brand pages on Facebook in 2012.
Based on positive consumer response and strong business results, we’re repeating the program in 2013, adding the
ability for consumers to redeem their credits via a mobile phone app.
Building Our Brands
GREAT PRODUCTS + LOYAL CONSUMERS
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