Snapple Preps for Bowl Debut

NEW YORK Cadbury Schweppes’ Snapple brand today said it would advertise during the Super Bowl for the first time.

The 30-second commercial, by MDC Partners’ Cliff Freeman and Partners in New York, is slated to air in the fourth quarter. It promotes Snapple’s Green Tea and follows the storyline of previous spots about a man who travels the world to find the source of Snapple’s ingredients. For the Super Bowl ad, his journey takes him to China.

“We’ve got news and we want to share it with 90 million folks. The news is Snapple has a line of super premium teas with functional benefits,” said Sean Gleason, svp of the client’s brand action team.

Snapple joins beverage titans Coca-Cola and PepsiCo in the big game. Coke this week said it would place three in-game ads, its first such foray since 1998.

Snapple will also try to drive online traffic in its Super Bowl commercial. Visitors to the site will be able to view Web-only spot for Snapple’s Red Tea.

“Red tea is out on the market, but we won’t advertise for a few months. It’s a little reward for people who visit site,” said Gleason.

The client spends about $30 million annually in U.S. measured media, per Nielsen Monitor-Plus.

The Super Bowl will be telecast Feb. 4 on CBS and 30-second slots cost upwards of $2.5 million.