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sidering that scores of new
drinks come on the market
every year. But as its suc-
cess has proceeded, Snapple
has been able to make deals
with better distributors.
"We entered the Detroit
market five years ago with
one distributor, but we
didn't do much business,"
recalls Mr. Greenberg.
"Then two years ago, we
switched to Intrastate and
now we've gotten really
hot."
So why is Motown snap-
ping up Snapple?
"Detroit's always been a
big flavor market," Mr.
Davish says.
Between iced teas, natur-
al sodas, seltzers, sports
drinks and juices, Snapple's
line totals 52 products.
Intrastate carries 36 of
them.
But it's not just that
Snapple's offering Detroit-
ers flavors, says Mr.
Dabish. "The quality's the
greatest and we're offering
an alternative to carbonated
beverages. Put together
those and the kind of mar-
keting that Snapple does,
that's what makes the
brand successful."
marketing
Snapple
always has been a little off-
beat and a first-ever televi-
sion campaign currently
airing has continued and
even surpassed what has
come before. For example,
in one ad, a rock group
debuts its anthem to
Snapple iced tea.
"Detroit'salways
been a big flavor
market."
Tim Dabish
The ad that epitomizes
the campaign has former
New York Mayor Ed Koch
trying to convince a colonel
from Kentucky that some-
thing good has come out of
New York besides Snapple.
That campaign put
Snapple into overdrive in
Detroit. "It's tremendous,"
says Mr. Dabish, "We've seen a
25 to 30 percent sales boost
since the campaign began." ❑
Mike Duff is managing editor
for Beverage Aisle Magazine.