"We are just now getting involved with branded entertainment. And we are [dedicating ourselves] to taking each and every opportunity and evaluating it for each of our brands to see if there's a fit," said Judy Klym, Snapple public relations manager. "Partnering with iTVX is a first great step."
Klym declined to divulge financial terms, but described the deal as "ongoing."
Snapple's appearances in feature films have heretofore been mostly organic placements where the prop master or the creative team inserted the brand. Access to iTVX evaluation tools will help the company track how its brands are being portrayed and associated as well as ultimately helping it evaluate the success of formal product placement deals in the future.
%%PULLQUOTE_RIGHT%% "Snapple is looking for a level of consideration equal to that of Coke and Pepsi," said Frank Zazza, iTVX chief executive. "Not every movie wants Coke and Pepsi."
Klym anticipates the iTVX data being disseminated widely throughout the Snapple organization from the salesperson down to the distributor.
Snapple, which works with New York-based product placement agency AIM Productions, is exploring the gamut of entertainment plays, from TV and film to music.
The White Plains, N.Y.-based Snapple Beverage Group's stable of brands includes Snapple, Mystic, Orangina, and Nantucket Nectars, among others.