31. Snapple: Pitching the Best Catchphrase On Earth, with Jane Cavalier and Richard Kirshenbaum

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories · May 3, 2022 · 52m

The strategy at the heart of the Snapple brand's precipitous rise... and its cataclysmic fall... is simple:

Embrace your roots. Celebrate authenticity.

It's a lesson that's been served up again and again in the brands and marketing ecosystem. But it never seems to sink in.

So in this episode, we'll pop the top on a Snapple double feature.

First, Jane Cavalier tells us about pitching Snapple's iconic slogan, "Made From the Best Stuff on Earth," and watching it flop with the company's original owners.

And then, Richard Kirshenbaum outlines the genesis of the iconic "Snapple Lady" ad campaign…