For many consumer brands , the ultimate sign of achiever is being the subject of an urban fable . In 1985 , Procter & Gamble had torefute accusationsthat their moon and star topology logo was somehow representative of Satan worship . In the nineties , Kentucky Fried Chicken ’s publicity department fielded questions about raisingeight - legged chickenswith no bill in decree to live up to product demand . In the trifecta of brand disparagement , arumorcirculated in the early 1970s that “ Mikey , ” the spokes - kid for Life Cereal , had die after flux Pop Rocks confect with Coca - Cola to produce a combustible blend that blew up his stomach .
In 1993 , it was Snapple ’s turn . For months , Scripture hadcirculatedin California ’s Bay Area that the massively popular iced Camellia sinensis and fruit drunkenness brand was on the Q.T. funneling money to the Ku Klux Klan organization . The reason ? A modest “ K ” appeared on the production label . The rumour persisted to the point that Snapple took out ad in California newspapers to hold they had no involvement with the group .
That such a rumor existed was a kind of testament to the brand ’s food market dominance . Originally launch in Long Island as a regional manufacturer of alternative drinks , Snapple had uprise from$13.3 millionin revenue in 1988 to $ 774 million in 1994 . pose as a healthy choice to soft drinks , the fellowship used cagy marketing , homespun consumer recounting , and a relatable spokeswoman to become one of the grown consumer success stories of the 1990s .
Unfortunately , Snapple ’s problems went beyond being incorrectly affiliate with a racist hate group . Despite their raging success and a $ 1.7 billion evaluation , the company lost view of the marketing scheme that had catapulted them to a leading post in the beverage market . By 1997 , consumers were mislay their gustatory modality for the “ best stuff on ground . "
Arnold Greenberg was running a health food store in 1972when two old friendsjoined himin a raw speculation . Leonard Marsh and Hyman Golden were brothers - in - law and have a window wash business . On the side , they partnered with Greenberg to create Unadulterated Food Products , Inc. , peddling fruit juices , nut , and give rise to other health food stores in and around New York City .
The workforce intended for their flagship product to be a carbonate fruit juice , combining the fizz of a soft drinking with raw ingredients . Their first effort , apple succus , fermented in the bottle and exploded , bulge off caps and ruining their stock . The drink was abandoned , but the name — Snapple , a mix of “ snappy ” and “ apple”—stuck . ( A company in Texas happened to have already trademarked the name . The three world bought it for $ 500 . )
Unadulterated Food Products did steady business for much of the 1980s selling to bodegas , delis , and other food for thought armed service locations where people could pluck up a feeding bottle to go along with their lunch . In 1987 , they had a find with their approach to iced tea . By bottle it hot , the ship’s company was able toavoidadding preservative , which bolster their all - natural claims . And by offering it year - round instead of just in the summer , they invoke to consumers who love the potable in cool weather .
Snapple embraced their homemade identity . Sipping teatime from their wide - mouth bottles was not unlike sip from a piece of glassware on a porch somewhere ; their labels were haphazard in design , the graphics a small awry . Compared to the collective flawlessness of Coca - Cola , Snapple seemed scrappy .
Kaufman hadarrivedat Snapple in 1991 after baffle a referral from a ally ’s father who also happen to be a close friend of Greenberg ’s . Working in the shipping section , Kaufman took notice of the many letter that were pouring in to the troupe ’s Valley Stream , Long Island central office . She call for a supervisory program if she could start out responding to them . From there , Kaufman ’s task prepare into more of a public relations representative .
The advert business firm ’s mind was to maintain both Snapple ’s simplicity and Kaufman ’s unrehearsed appealingness by snap a series of idiot box spots that would have her readingreal lettersfrom behind a desk and then stick with up with the correspondent . One Kyd write in saying he ’d make a good mascot ; Kaufman showed up with a motion-picture show crew and require him to mascot school . Another necessitate Kaufman to be his promenade escort ; she accepted .
For Kaufman , it was an opportunity to outdistance herself from aself - admittedcoke dependance ( not the carbonate variety ) that had started in 1980 . For Snapple , it typify a chance to further their stain identity by passing up the sort of rock star endorsements usual in the beverage diligence . The 37 commercial-grade situation , shot between 1993 and 1995 , were enormously popular , and Kaufman became a mascot on par with Tony the Tiger . She made personal appearances , storm dormitory way with cases of Snapple . She sifted through 2000 letters a week . sale jumpstart from $ 232 million in 1992 to $ 774 million in 1994 . Snapple was onSeinfeld , on the lips of radio personalityHoward exacting , and keep for its unparalleled marketing approach .
Then “ Crapple ” happened .
In 1992 , Greenberg , Marsh , and Golden agree to sell a legal age post in Snappleto the Thomas H. Lee investment firm , with Marsh remain on as CEO . Then , in 1994 , Snapple was sold to the Quaker Oats Company . As successful as Snapple had been , diligence observer were worked up to see what a global conglomerate could do to carry the trade name further .
As theHarvard Business Reviewwould later point out , foster an already - successful brand is not as easy as it appears . Quaker Oats had enjoyed an explosion of reenforcement for its Gatorade summercater drinking make and believe it could apply some of those same strategies to Snapple . nursing bottle got bigger , from the standard 16 ounces to 32 and even 64 - apothecaries' ounce containers . Gone was Kaufman , no longer a sound convulsion for Quaker ’s urbane promotional plans . They also cut ties with Stern , consider the controversial entertainer did n’t chew over Snapple ’s growing maturity date in the grocery store .
Though Snapple ’s heyday may have passed , there was still considerable consumer enthusiasm for its more adventuresome flavor ( like Diet Kiwi Strawberry Cocktail , which was allegedly a favorite among some horses at a Seattle static ) and for a return to less aggressive marketing . In 1997 , TriarcinvitedKaufman not only to come back and take a novel commercial message but to allow her face to be stamped on every bottleful of Wendy ’s Tropical Inspiration . And instead of limiting distributors to certain flavors , they shipped out more wide-ranging variety and let consumer adjudicate what they liked .
Triarc ’s winner was as notable as Quaker ’s failure . The company sell Snapple to Cadbury Schweppes in 2000 for $ 1.45 billion . As part of the Dr Pepper Snapple Group , the brand changed hands once more early in 2018 , selling to coffee loving cup giant Keurig , part of the JAB Holdings investment group , in interchange for$18.7 billionto shareholders .
It ’s been a hair curler coaster of a drive for Snapple , which set forth in a small health food for thought store , became a part of popular culture , was nearly done in by a ill-conceived merchandising design , and was ultimately restored to its former glory by a companionship unforced to get back to the fundamental principle .
As for that hate grouping involvement : The “ K ” on the recording label never had any connexion with Klan activity . It stood for “ cosher . ”
