Snapple stepped center stage last month as it opened a theater on Broadway.
The space at 50th Street and Broadway was formerly an educational facility that was converted into the Snapple Theater Center, through a naming rights agreement. The center houses two theaters, including the recently relocated Duffy Theater, the home of the long-running hit Perfect Crime. The two theaters seat 398 people.
At the concession stands, theater-goers can purchase a variety of products made by Snapple parent Cadbury Schweppes Americas Beverages including Snapple and Diet Snapple iced teas and juice drinks as well as Dr Pepper and 7UP.
“New York City is in our backyard,” says Steve Jarmon, VP-marketing resources for Cadbury Schweppes Americas Beverages. “We wanted to solidify our relationship with New York since the brand was sort of born and raised here.”
In addition to performances, Snapple plans to use the facility to host meetings, entertain customers and hold youth and adult programs. The five-year commitment includes the option to extend the deal, Jarmon says.
Perfect Crime, a mystery thriller, has been running since 1987 and stars Catherine Russell. Set in a sleepy Connecticut town, the play tells the tale of a sexy, Harvard-educated psychiatrist accused of killing her wealthy husband. A handsome detective investigates.
In a major promotion set for Jan. 1, 2006, a “ribbon” billboard will wrap around the theater and light up following the world famous ball drop on New Year’s Eve in Times Square.
The opening of the theater isn’t Snapple’s only push in New York City. Last year, the brand struck a $166 million deal to be the exclusive vendor for all city public buildings and public schools for iced teas and waters. The brand also sponsors the CityParks Concerts, 30 performances that take place in all five boroughs during the summer, as well as 40 Summer Stage concerts in Central Park. Wendy the Snapple Lady often appears at the concerts where samples of Snapple products are handed out.
New York City is among a number of cities looking to generate additional revenue by marketing its name and image.
Network
