JUDE HAMMERLE vp/advertising and promotion
Client: Snapple
Agency: Kirshenbaum & Bond
’93 Estimated Billings: $25-$30 million
Increase over ’92: 150%
Client Since: 1992
Major Achievements: withstood inroads by bigger competitors; capitalizing on cult following to double sales two years running.
Jude Hammerle’s seven years at Ogilvy & Mather didn’t prepare him last year for what he found on his first day as Snapple’s director of consumer marketing. He spied a box of letters and began reading before tackling his other duties. Although Hammerle had worked on such clients as American Express, Hershey’s, AT&T and Hardee’s at O&M, he had never seen anything like this kind of consumer response. After plowing through nearly 1,200 missives – ‘love letters,’ he calls them – Hammerle knew the direction the young company’s advertising would have to take. ‘The decision was incredibly easy,’ he says. ‘We were trying to be true to the letters.’
First off, Hammerle held an agency review. Looking for chemistry rather than glitz, he included a few of the letters in his briefing to each finalist. And when Kirshenbaum & Bond, equally impressed with consumers’ fanatacism for the drink, suggested the client adopt a posture of ‘100% natural marketing,’ the pieces fell into place. Earlier this year, under the guidance of Maryanne Farrell (who joined Snapple a year ago from Evian), K&B broke an ad campaign that runs counter to everything the soft drink giants stand for. Eschewing the celebrities used to market Coke and Pepsi domestically and internationally, Snapple stuck close to home, featuring its own employees and the actual letter writers in candid and personal TV spots.
And it seems to be paying off. Snapple’s performance has been stellar. It moved 25 million cases in 1992 (generating sales of $232 million) and has nearly doubled that so far this year, selling 43 million cases through the first nine months of 1993.
Copyright Adweek L.P. (1993)

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