« Women Packin’ Iron | Main | Why Johnny Can’t Think »

May25
Snapple to Dominate WFNX Boston
Most everyone is familiar with Snapple, the product line of teas and juice drinks snapple2.jpgmarketed by Cadbury Schweppes. And if you live in Boston, you are likely to hear more about these beverages. We learned from The New York Times (free registration required) that Snapple with be the sole sponsor of WFNX FM radio in Boston for 40 days from Memorial Day through July 4th. Affiliate stations in Maine and New Hampshire will hear the continuous sponsorship as well. Snapple is paying more than $ 2 for this exclusive which includes special sound effects (the whoosh of opening their bottles) and DJ chatter in addition to traditional advertisements. The promotion also includes free concerts and merchandise supplier by Snapple street teams. Says Holly Mensch, marketing vice president for Snapple, "It's getting harder and harder to reach people through traditional media avenues. So if you want to break through, you have to connect in a way that fits with their lifestyles, in a way they can't tune you out."

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