"Snapple Says" is an integrated campaign created by The Marketing Store, which is designed to build the Snapple personality and reinforce the quirky attitude behind the brand.
At the heart of the campaign is an instant win promotion across 1.8m bottles of the fruit flavour drink. This is supported in-store with extensive PoS to create high impact ahead of a four-week media campaign breaking in June.
The media drive includes direct marketing, advertising on Xfm, including promotion on the 'Christian O'Connell Breakfast Show'.
"Snapple Says" will also be seen on London Underground, lamppost boards, scooter media and sticker sheet distribution in central London.
Paula Silva, director of business development Europe, said: "We want consumers to buy into the Snapple attitude... fun, urban and left-field. 'Snapple Says' will give the brand a voice and 'chat' to consumers by offering humorous, quirky advice... with a Snapple twist."
The on-pack competition offers winners hundreds of prizes including Piaggio Zip 50 Scooters, Sony Ericsson T630 Camera Phones, Sony Network Walkmans, and mini-fridges filled with Snapple.
Mike Bowen, director of UK agencies at The Marketing Store, said: "By developing a fully integrated marketing campaign we will reach as many consumers as possible. We've focused on ambient media, which fits with the urban nature of the brand, and have developed a fantastic promotion on pack. Come May, everyone's going to hear what Snapple's got to say for itself."
The campaign is also being supported by a website.
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