Snapple Brings Back the Flavour With ‘Snapsolutely Refreshing’

For more than 50 years, Snapple has been a part of the collective American consciousness, with a particular spike in fame in the 90s. It’s new 'Snapsolutely Refreshing' platform has marked an exciting new chapter in the brand’s journey as it looks to reinvigorate itself by refreshing the category its juices and teas helped create.

As Snapple continues to evolve and modernise its nostalgic icon status, its new campaign focuses on introducing the brand to younger consumers by light heartedly leaning into the pressures they are feeling in a cluttered category increasingly pushing adaptogens, mood boosters, and gut-health promises. 'Snapsolutely Refreshing' is a witty, flavour-first antidote that says what everyone’s thinking: sometimes, you just want something that tastes good.

Born in New York and beloved by generations of East Coasters, Snapsolutely Refreshing launches with a citywide takeover that puts its flavour-forward spirit back where it all began. From subway cars on every line to newsstands and bodegas and high-impact out-of-home across Penn Station, Madison Square Garden, and Times Square, the campaign meets New Yorkers in their daily hustle & re-establishes Snapple as a cultural icon of the city it calls home. The NYC launch is a nod to Snapple’s core consumer, nearly 40% of which come from the East Coast region based on sales, making NYC both a symbolic and strategic launchpad for this flavourful new chapter.

How Snapsolutely Refreshing is designed to engage a (new) younger consumer

As Snapple continues to evolve and modernise its nostalgic icon status, its new campaign focuses on introducing the brand to younger consumers by light heartedly leaning into the pressures they are feeling in a uniquely overwhelming era. With a diverse portfolio of drinks, Snapple invites these younger consumers – and long-time Snapple fans – to reach for one of its 30 flavours as a refreshing break from the 'shoulds' that surround them, including what they think they should be drinking.

How the brand will continue to show up on social by encouraging consumers to embrace its mindset

Snapple will continue to uncover disruptive ways to encourage fans to embrace its mindset and enter a Snapply world, including a premium video that comically dramatises the consumer experience in the beverage aisle. By using puppets to personify the drinks in the fridge, we see many of the bottles and cans vying for attention by hyping their supposed benefits. As the overly functional drinks get into an argument trying to one-up each other, the Snapple drinks get chosen by tasting great and not having to try so hard.

Underpinning all creative will be a social strategy that pushes against the 'shoulds' that now infiltrate the scroll, preventing social media from being the light hearted break it once was.

Strategy and intentional media buy with a focus on the heartland

Snapsolutely Refreshing will first show up with an east coast buy, including a hometown takeover in its NYC birthplace that brings the Snapply spirit to life through robust out of home. High-impact placements, office elevators, 500 subway cards and 85 street panels throughout the city, including strategic proximity to newsstands and bodegas.