PLANO, Texas — The Snapple beverage brand has seen a sustained upswing of key consumer-perception metrics over the past 60 days, according to YouGov BrandIndex. Generated by two back-to-back campaigns, the momentum has earned Snapple its first “Brand To Watch” distinction from BrandIndex, a daily brand consumer-perception research service.
Over the past two months, Snapple has been in the top 10 gainers among all major U.S. brands in three metrics:
- General Impression (“Do you have a general positive feeling about the brand?”)
- Purchase Consideration (“When you are in the market next to purchase a beverage, from which of the following brands would you consider purchasing?”)
- Ad Awareness (See charts below.)
To determine its Brand To Watch, BrandIndex’s tracking universe of more than 1,400 brands was crunched over the past 60 days to determine the very top brands with the biggest significant gains across multiple metrics. More than 12,000 people were interviewed over the past 60 days with a margin of error of +/- 3%.
Snapple’s promotions cut right to the personal connection between the drink itself and its many longtime fans, BrandIndex said. The one-two punch started in early April with spots of everyday New Yorkers urging the rest of the country that “we want you to love it too.” Then in May, “America’s Got Talent” host Nick Cannon coaxed fans to use the #lovesnapple hashtag along with a paid Jimmy Fallon Tonight Show spot involving a plant in the audience.
After a subdued first four months of 2015, with only 9% of U.S. adults 18 and over aware of Snapple advertising, that percentage more than doubled to 20% by the end of June, according to the BrandIndex report. It recently settled in at 17%, still well above its initial levels.
“While the two campaigns seem to have helped bring Snapple to its still-going highest Impression levels of the year, it’s the potential revenue metric of Purchase Consideration that may really shine for Dr Pepper Snapple Group and distributors,” BrandIndex CEO Ted Marzilli wrote.
In early May, 17% of adults 18 and over said they would consider buying Snapple the next time they want to purchase a beverage. Since July 20, that percentage has held steady at 25%, according to the report.