MISTAKES IN WATER

Imagine that Coca-Cola Company launched a new version of Coke. This “NEW” Coke had no gas, the label was not red and it came in a Tetra-pack packaging.
Would you think it is “COKE”? Would you buy it?
Sounds Extreme right?
Well, it all did happened but not with Coke but with SNAPPLE.

The guys at SNAPPLE have been enjoying a “momentum” in sales for the past years. After seeing the numbers of Vitamin Water and TEANY they recently launched a product called “Snapple Antioxidant Water” with Vitamins and Electrolytes.

MISTAKES:
1. Plastic bottle: One of the Snapple core values is that it comes in a glass bottle because it is recyclable. This new launch comes in PLASTIC!?!?

2. New Logo: If you are launching a new brand logo AND a new product the consumer will NOT understand, they will be confused. First launch the corporate logo, then new products

3. TSCHICK: The one thing we all love Snapple for is the interesting-funny facts written on its cap. This “new water” has nothing written on the cap. No fun.

4. Design: SNAPPLE Labels always look like a kid sketched them. The Design team for this product made NO effort. Bottle is boring, label is boring, having 3 typefaces is dirty.

Dear Marketing Team at Snapple:
It is hard not to feel envious of competitors growing numbers, clearly the CEO got excited about VITAMIN WATER figures. If you want to compete in this arena, you should have brought your values to it. What you launched is a BIG mistake. Pipeline volumes will be OK, repurchase? I don’t think so.
BTW, your MKT Manager should start looking for a job.