Snapple’s sustained upswing of key consumer perception metrics over the past 60 days, generated by two back-to-back campaigns, has earned it the first Brand To Watch distinction from YouGov BrandIndex.
Over the past two months, Snapple has been in the top 10 gainers among all major U.S. brands in these metrics: General Impression ("Do you have a general positive feeling about the brand?"), Purchase Consideration (“When you are in the market next to purchase a beverage, from which of the following brands would you consider purchasing?”) and Ad Awareness.
Snapple’s promotions cut right to the personal connection between the drink itself and its many long-time fans. The one-two punch started in early April with spots of every day New Yorkers urging the rest of the country that “we want you to love it too.” Following that in May, “America’s Got Talent” host Nick Cannon coaxed fans to use the #lovesnapple hashtag along with a paid Jimmy Fallon Tonight Show spot involving a plant in the audience.
After a subdued first four months of 2015, with only 9% of U.S. adults 18 and over aware of Snapple advertising, that percentage more than doubled to 20% by the end of June, and recently settled in at 17%, still well above its initial levels.
While the two campaigns seem to have helped bring Snapple to its still-going highest Impression levels of the year, it’s the potential revenue metric of Purchase Consideration that may really shine for Dr. Pepper Snapple Group and distributors.
In early May, 17% of adults 18 and over would consider buying Snapple the next time they want to purchase a beverage. Since July 20th, that percentage has held steady at 25%.