Cadbury's Snapple brand made its Super Bowl debut in 2007 with “Wise Man” from Cliff Freeman & Partners, which had handled the account since 2004. The fourth-quarter spot promotes Snapple's then-new line of "super premium" Green, Red, White and Black teas by depicting a guy climbing steep stone steps in Xi'an, China, in search of answers about EGCG, an ingredient in Snapple Green Tea. (Watch to the end for a nice kicker.)
All the "super premium" teas included ingredients designed to make them "functional drinks," a trendy category in beverages that nonetheless echoed the brand's original health pitch. Though Snapple became known primarily for its iced teas, it began in 1972 as all-natural fruit juice sold in health-food stores.
"Snapple created the ready-to-drink iced tea category as it is known today," Snapple VP-Marketing Bryan Mazur said in a 2007 statement announcing the Super Bowl ad buy. "Snapple super premium teas reflect current consumer desires for natural beverages with real quality and real benefits."
Snapple was spun off from Cadbury in 2008 to help form Dr Pepper Snapple Group.
AGENCY: Cliff Freeman & Partners
QUARTER AIRED: Q4