Snapple-A-Day (1996)

In 1996, Snapple launched a $40 million “under-the-cap” promotion called “A Snapple A Day ” that rewarded drinkers with 15,729 prizes, including trips for two to Bali, trips to Paris, and a red Mustang convertible. Jeff Lime, then assistant marketing manager, described the one month promotion as “the first under-the-cap promotion that Snapple has ever done.” The promotion was a first step by Quaker Oats to begin summer marketing promotions, a practice not used by previous owner Thomas H. Lee Partners.

I do not have any caps from this promotion. The following come from Skip Freet’s notes:

Losing caps

  1. Sorry, this cap is not a winner. Hey, who wants to go to Bali, anyway? Are you kidding? I do. Better luck next time.
  2. Sorry, this cap is not a winner. Hey, who wants to go to Paris, anyway? Are you kidding? I do. Better luck next time.
  3. Sorry, this cap is not a winner. Hey, who wants a Mustang convertible, anyway? Are you kidding? I do. Better luck next time.
  4. Sorry, this cap is not a winner. Hey, who wants $5,000, anyway? Are you kidding? I do. Better luck next time.
  5. It devastates us to have to break your heart like this, but . . . this cap is not a winner. But hey, better luck next time. Love, Snapple

References