
Snapple Spiked recently developed new packaging, using an activation at the Vancouver Mural Festival in August to introduce the more colourful branding to consumers.
The activation was a pop-up that included branded umbrellas, tents, hand fans with stripes that leveraged the brand’s new colours, lawn games and bracelet beading activities. Additionally, influencers distributed nearly 3,000 samples of the Snapple’s new flavour, Lemon Tea. Snapple had more than 6,000 interactions at the festival, said the company.
Alexandra King, senior marketing manager at Keurig Dr. Pepper Canada, tellsĀ MiC that Vancouver is a key market for Snapple and the Mural Festival provided an opportunity to sample the new flavour. The festival, King says, aligned with the brand’s audience strategy, which is to reach consumers interested in the arts and spending time with friends, King says.
“The brand is also really leaning into the idea of adding colour to our customers’ lives, so the Vancouver Mural Festival (an event all about adding colour to the city) was a natural fit,” King notes.
According to King, the new packaging also embodies the brand’s “beyond ordinary” tagline by trying to turn moments, such as having a drink with friends, into special memories.
The new packaging also aims to reignite the brand’s charm and honour its heritage, while modernizing its identity. “We wanted to stay relevant and resonate with our consumers,” says King, who adds that Snapple’s ultimate goal was to engage with Gen Z and Millennial consumers.
The new look takes elements of the original ’90s brand, such as the sun and the use of ribbons, and gives them a modern twist with bright colours and an updated font. The new packaging is being distributed in Alberta, British Columbia, Saskatchewan and Manitoba, with select flavours in Quebec. Snapple is promoting the new look through point-of-sale displays, sponsorships, influencers, as well as digital and social media.
Vibrant Marketing was in charge of XM and Wedge handled strategy and creative.