Snapple has re-introduced its Mint Tea flavor for a limited time and kicked off a sweepstakes that will test consumer demand for the beverage.
The campaign, which began this week, is a mix of in-store, online and social media and is the first effort for Snapple Mint Tea since parent company Dr Pepper Snapple Group discontinued it in 2007. (Soft sales and limited shelf space were the primary reasons, per company rep Jason Genthner.) Now, in a promotion called “Snapple Make Some Mint Tea,” the brand is giving out $1,500 in free rent to 10 winners each month, through November.
Consumers can participate in the sweepstakes by logging onto www.ilovesnapple.com and entering the UPC code from their bottle of Snapple Mint Tea. Prizes will be awarded via American Express gift cards.
Dr Pepper Snapple Group has begun selling a limited number of Snapple Mint Teas in the U.S. Northeast region. The product will be on shelves for at least three months, with the bulk of the effort concentrated in New York, where Snapple was born, Genthner said. A 16-oz bottle of Snapple Mint Tea costs $1.39 to $1.79.
Mint Tea is one of several flavors the company is introducing as part of its seasonal program. Some, like cranberry, are entirely new flavors, Genthner said. Dr Pepper Snapple Group decided to bring Mint Tea after consumers continued to demand it, mainly through fan-created sites like the “Save Mint Snapple Movement Petition.”
Dr Pepper Snapple Group is getting the word out via in-store advertising, including point of sale displays and static door clings. The brand will also reach out to its followers on social networks; it has nearly 130,000 fans on Twitter and Facebook, per the company. Agencies assisting with the launch include M80, a social media marketing firm in Los Angeles, and public relations firm Ketchum in New York.
“It’s a grassroots advertising campaign. We’re letting our fanatical fans drive [buzz] around this,” Genthner said.
Dr Pepper Snapple Group spent $17 million advertising its Snapple beverages in 2008, and $15 million through June of this year, excluding online, per Nielsen.