May 21, 2009

Snapple Rebranded!

By: Christina Smith

All brands need an overhaul every so often. Designs look dated after so many decades. The Snapple brand has been in existence for over 37 years. This most recent rebrand is it’s first significant design change since it was created in 1972. However, there has been much debate as to whether or not this decision was for the better or worse. Many miss the “fun”, kitschy look of the old label. Opponents feel the new look is not as memorable as the former graphic. According to some, it’s become a more “commercial” brand.

I personally feel the new look was much needed. The “fun” aspect is still there.  It just happens to be cleaner, classier and much more sophisticated. The new label still contains elements of the old label. The “fruit” element is still incorporated, only more prominent and not as cluttered. The “S” is the same “S” that was used in the first label only updated. The focus on black and green leaves gives the drink a more natural, healthier look. In addition, the actual size of the drink now fits in cup holders. How novel!

As Bryan Mazur, the vice president of Snapple marketing said, “We want to ensure Snapple continues to be the Best Stuff on Earth. These changes to the formula and packaging come with one goal in mind: deliver the same great product, just make it even better."

Congratulations Snapple!  I think you accomplished your goal.