Snapple Appoints BMB for Return to UK-specific Comms Strategy

Snapple has tasked BMB with developing a fresh and innovative approach to its social strategy.

Previous marketing efforts in the UK have involved adapting US content for UK social channels, however BMB will develop content specifically for the UK market.

The aim of the social strategy is to develop brand awareness and encourage its target audience to try Snapple. The appointment comes as Snapple rolls out its new brand positioning, ‘A Taste for Life’.

The agency currently handles advertising duties for Rubicon, which is part of Snapple UK distributor AG Barr’s portfolio.

Adrian Troy, Marketing Director at AG Barr, said: “BMB’s passion for the Snapple brand and great ideas for our new, UK-focused social campaign really impressed us. We can’t wait for this activity to get underway, and win Snapple all the love and attention it deserves.”

Owen Farrington, Executive Digital Director at BMB, said: “Snapple is a truly delicious brand with iconic status stateside. Many of us have fond childhood memories of Snapple and its distinctive glass bottle, experiencing that satisfying ‘pop’ as we twisted off the cap. As Snapple hasn’t been advertised in the UK for many years, we are excited about the prospect of unlocking this love through Snapple’s social channels with content made by and for a UK audience - introducing a new generation of consumer to the delights of the Big Snapple.”

In 2015 the Dr Pepper Snapple Group, Snapple’s US brand owners, agreed a deal giving AG Barr rights to sell Snapple under licence in Europe.