This month, Snapple kicks off a TV and promotional blowout called Yard Sale.
Through Nov. 30, consumers collect special Snapple bottle caps and redeem the caps at www.snapple.com for goods and prizes, such as scooters and old Gremlins lunch boxes. And just like a real yard sale, participants can haggle online by making counter-offers on the set number of caps for individual products.
“Snapple is known for doing something quirky as opposed to the standard UTC instant-win promotion,” Snapple VP-Marketing Maura Mottolese said yesterday. “We wanted to find a way for the promotion to be more inclusive of all our consumers, not just a select few, and really get them to interact with the brand.”
The promo will be flagged on more than 300 million Snapple bottles in the U.S., Canada, Puerto Rico, and Caribbean.
Snapple.com will also host the Caps Don’t Buy sweepstakes, which dangles prizes such as a Nintendo GameCube and a trip to the MTV “Real World Paris” just for registering at the site.
“We figured that was easier than trying to figure out how much a trip to Paris was worth,” said Marke Rubenstein, executive director of promotions at Deutsch New York, which is handling both the TV and promo elements.
This June, White Plains, NY-based Snapple will host two real live Yard Sales events in New York City and San Francisco. Snapple will set up a suburban house facade in high traffic areas (the brand is still negotiating venues) complete with backyard BBQ, lemonade stand and Snapple prizes.
Six new TV spots will be rolling out, as well as P-O-P such as cooler boxes with custom yard sale booklets. “Wendy the Snapple Lady” will also be making appearances at local retailers.
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