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Snapple brand refresh brings new look

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NEW YORK — A new look for Snapple beverages is hitting store shelves now as part of a brand refresh by New York-based retail design and brand agency CBX.

Snapple’s new graphics come as the brand aims to boost its national presence.

CBX said Wednesday that the new design of the Dr Pepper Snapple Group brand touches all Snapple products, including more than 20 flavors of regular and diet teas and juice drinks.

The new graphics amplify Snapple’s playfulness, wit and simple goodness as the brand aims to move beyond its traditional East and West Coast strongholds to ramp up growth in markets across the United States and globally, according to CBX.

The refresh, too, highlights Snapple’s New York roots with a campaign that includes a hand-drawn New York skyline. Founded in 1972 by three childhood friends, Snapple got its start in Manhattan’s Greenwich Village and is now available throughout the United States.

New York consumers are some of our most passionate brand advocates. They absolutely love the great taste of Snapple, which is part of the reason our work with CBX included a strong focus on Snapple’s New York heritage,” explained Brent Chism, Snapple’s director of marketing. “We want people all across the country to share this excitement about the brand because, although it was born in New York, it’s truly made for everyone.”

The new Snapple logo features a sun graphic in a hand-drawn style to provide the playful, natural character of the brand, CBX said, adding that the logo also uses letterforms with more movement and personality while maintaining the curl of the iconic Snapple ‘S’.

“Snapple has a strong following on both coasts, and now it’s about reaching the center, so to speak, as it moves to boost household penetration throughout the country,” stated Rick Barrack, chief creative officer for CBX.

In addition, CBX created an Earth icon to embody Snapple’s “Made from the Best Stuff on Earth” trademarked tag line, which dates back to its small Brooklyn storefront origins. “We wanted to make that statement more ownable, and we carried this element through to the top of the Snapple cap,” Barrack noted.

The refresh also included the use of flavor captions such as “Life’s a Peach,” “Lemon Large,” “Takes 2 to Mango” and “Kiwi Meets Berry.”

“The captions help establish a sense of delight in Snapple’s great flavors,” according to Satoru Wakeshima, general manager at CBS. “And unlike its competitors, Snapple doesn’t take itself too seriously. These visual and verbal elements of the refresh work together for a uniquely engaging experience and add to the brand’s approachability.”

CBX has been responsible for Snapple’s visual identity and packaging for the past 10 years, Wakeshima added. “That’s a great honor that comes with the responsibility of respecting the brand’s heritage, maintaining what makes Snapple different and continually evolving the brand to remain relevant in an ever-changing marketplace.”

Besides Dr Pepper Snapple Group, other CBX clients include General Mills, Kimberly-Clark, A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Walgreens, Wawa, Big Heart Pet Brands and Shinsegae.


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