From Snapple to Crapple.


It looks as if Snapple has been courting Tropicana behind our backs. Yet another poorly redesigned brand has made it to market. Perhaps it’s the recession or a year-long full moon that’s causing these companies to “rethink their look” – who knows. What’s obvious however, is that we are seeing more and more of what seems to be the “anti-brand” and it’s downright depressing. What used to make Snapple unique and thought of as its own beverage, is all being stripped away to make it as commonplace and plain Jane as possible.

Snapple, the original new-age beverage, has undergone its most significant makeover in its 37-year history.

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

So apparently Bryan Mazur would agree that the verbiage “even better” means watering down the taste of their product and it’s branding. Very…”Liptonesque” indeed.

Mazur refers to the move as having a more premium and mature execution. “Gone will be the old logo and packaging, replaced with a sleeker bottle and label design that speaks to its new formula.”

Absolutely! It looks less delicious and more boring! Just like the new formula.

Snapple is dropping corn syrup from their drinks. As the “Official Beverage of New York City”, boasting exclusive distribution in NYC Public Schools and offices, it behooves them be as healthy and straight-forward as possible.

News Flash: Kids don’t beg their parents for homemade Earl Grey on the rocks. PASS THE BRISK.

Yet another brand gone south.

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