DEIGHTON, John
How snapple got its juice back - jan.2002
Its number one priority: repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $1.4 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Sanpple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers
How snapple got its juice back - jan.2002
Its number one priority: repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $1.4 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Sanpple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers
