In 2005, Snapple broke from tradition and launched its annual marketing campaign during the winter rather than summer months. Snapple brought back Wendy “The Snapple Lady” in a series of quirky TV ads with a “return the favor” theme. During the spring, Wendy and Snapple went on a sampling tour with stops in New York City, Philadelphia, Washington DC, Boston, San Francisco, Hartford, Albany, and New Haven.

In summer, Snapple ran an under-the-cap promotion called “Win Yourself a Favor Instantly” that gave away up to 9 million “favors”, such as “Borrowing our car” (a lease deal for a new automobile), “Staying at our place” (a trip), or “Using our tickets” (winning cash to buy tickets to a sporting event).

The promotion also allowed consumers to write and submit a favorable comment about Snapple, their favorite flavor, and their friends on the Snapple website. Snapple would then “return the favor” by contacting the writer and their friends with something nice to say about them.

The promotion saw the addition of 102 new “Real Facts” ranging from #396 to #497. I think 409, 409, and 427 were not printed in this promotion (Lemon’s R Lucky).

References

• Snapple readies promos in “Return the Favor” campaign. Chief Marketer. January 20, 2005.
• Snapple “Returns the Favor” to Snapple fans with new advertising campaign featuring… Snapple fans!. BevNET. January 12, 2005.
• Pepsi, 7 Up, Snapple get jump on summer. Convenience Store News. May 3, 2005.
• Snapple® “WIN YOURSELF A FAVOR ” Under The Cap Game: Official Rules