Snapple – the fruit juice brand bought by UK firm Cadbury-Schweppes in 2000 – has become an official sponsor of New York City.
The beverages group last week forged a deal worth $166 million (€148.6m; £104.2m) with city authorities. Under the alliance, Snapple becomes the official soft drink of New York – sparking a rash of ‘Big Snapple’ puns from journalists worldwide.
The tie-up grants Snapple exclusive permission to install vending machines in the city’s 1,200 public schools. To counter accusations that the availability of soft drinks in schools is fuelling child obesity, these machines will contain only fruit juice and water.
From next year, Snapple will be able to place drinks vendors in city offices, police stations and other buildings. In total, around 6,000 machines will be planted across New York. Other benefits of the deal include promotion of Snapple at concerts in city parks and the use of its logo on ferries and rubbish bins.
In return, the drinks firm will use its advertising to promote New York – the city in which the drink was launched in 1972. The $166m deal comprises $106m cash and $60m in advertising and other marketing.
The tie-up is the first since mayor Michael Bloomberg decided to target sponsorship as a means to prop up the city’s ailing finances. In April, he appointed New York’s first marketing manager.
“This agreement,” declared the mayor, “is the first in a limited number of high-quality partnerships that we think will greatly enhance our efforts to promote and market New York.”
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff