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In the crowded ready-to-drink iced tea market, Snapple found itself in a difficult marketing position: how to increase sales to an audience that sought out innovative flavors, was attracted to standout packaging and now had a wealth of beverage choices. To compete against aggressive competition, the brand underwent a transformation aimed at reigniting interest in the original new-age beverage. Snapple partnered with Microsoft Advertising on a Windows Live Messenger Today Page daily sponsorship in order to be the first thing people see at work, home and school. The sponsorships offer viewers an interactive experience that includes video, audio, downloads, games, data capture capabilities and more.
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