Snapple Ads Take New Approach

Deutsch’s new TV work for Snapple introduces a new tagline but retains the quirkiness of prior advertising, sources said. Gone, however, is Wendy Kaufman, the product’s signature spokeswoman, who appeared in the agency’s first work for the client last year.
Sources said the new spots are more product-focused and less “New Yawk.” Replacing Wendy are vignettes that illustrate the wide variety of Snapple flavors. The ads begin with a cap unscrewing itself and the camera diving inside the bottle, and end with the same image, only in reverse [Brandweek, March 30].