QUAKER CHANGES SNAPPLE
By Adnews Staff
U.S.-based Quaker Oats Co. is revamping its Snapple beverages and creating new advertising in a bid to make the line profitable next year. Quaker bought Snapple beverages last year for $1.7 billion. This year, the brand will show a loss of between $35 million(US) and $40 million. Wendy Kaufman "The Snapple Lady", won't be in the new ads which will start in the spring, but she will still be doing some promotional work. Also, the drink will be put into plastic bottles and multipacks of glass bottles. North American advertising for Snapple is done by Kiershenbaum & Bond of New York. Second Dimensions International handles the media buy in Canada. Quaker's most profitable product line is Gatorade. It will exceed $1 billion in U.S. sales this year for the first time.