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citizens alike. Their initial ad was flawed and was not easily recognizable to many people: “Schnapple”, by Ivan Lendl. When the brand began using Wendy Kaufman, a real person living a real life, as their spokes model the wildfire began nationwide. She made appearances on David Letterman and Oprah, and Howard Stern and Rush Limbaugh became avid supporters of the beverage brand.
Place: This aspect of the Four P’s was particularly important in the Snapple case. The proximity to New York City proved beneficial in the marketing business aspect. Access to a plethora of media and celebrity exposure launched the beverage line into a league of national brand recognition...
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