Respect the Bronze: Why I Want to Work with Snapple
BY: PARIS BUCHANAN | MAR 31, 2021 – 5 MIN READ
Respect the Bronze: Why I Want to Work with Snapple
BY: PARIS BUCHANAN | MAR 31, 2021 – 5 MIN READ
Let’s talk about third place.
The bronze medal.
The “second loser.”
Whatever you have been conditioned to think of it or call it, forget that. Instead, consider this—being in the top three in the world at something? Pretty damn awesome. And yet we never see the bronze medalist on the Wheaties box. I want to fix that.
Back in 1996, there was a Snapple campaign claiming “We love cola! We want to be #3!” As the top two drinks in the world were colas, Snapple said, “We figured cola was already covered,” therefore, their 40 juice and tea flavors sought that coveted—or maybe not-so-coveted—No. 3 slot.
And you know what? They won it.
Dr. Pepper Snapple Group (now Keurig Dr. Pepper) hit that nonetheless lofty third-tier spot in the early 2000s and has kept the title. Although this was a roundabout win for Snapple, which has seen ups and downs yet remained a staple brand of the company throughout the years, it was a win. And those deserve to be celebrated, especially in 2021.
What better time to lift up those third-place champions than the 2021 Summer Olympics?
Our proposal? The Olympic bronze medal, sponsored by Snapple. We want to cheer on the third-place athletes in their fields in the whole world as we recognize the real fact that it’s a position of power, incredible talent and hard work, and perseverance beyond the extreme.
These professionals go through hell and back to compete on the world’s biggest international stage—so, if they win third place? That’s fan-freaking-tastic. Nobody goes home from the Olympics and puts their third-place medal in a drawer—it’s an accomplishment that deserves higher praise than it’s been given in the past. We’re here to support that, and we think Snapple should be too.
For a brand that has undergone a lot of change, now nearing its fiftieth anniversary in 2022, it’s time to bring the celebration of life and human joy back into its campaigns. Let those Snapple caps “thwop” like Simone Biles sticking the perfect landing, then enjoy some Real Facts beneath the cap about your favorite Olympic athletes or the nations where they’re competing. The high-jump is the limit.
One question I ask any potential new hire at our company is, “Who would your dream client be?” Well, Snapple is on my shortlist. The opportunities for fun and creative branding are endless with a solid product like this that has the power to be nimble and the willingness to market its quirky, break-the-mold, find-your-niche personality.
As the world is tilting toward a desire for healthier options, Snapple too has the chance to take this Olympic event and capitalize on a platform of self-improvement and a global audience. We have a lot of ideas, and we’d love to take on the challenge of bringing that global spotlight not only to the incredibly deserving third-place athletes who win in the 2021 Olympics but also to Snapple. Reviving the beverage’s history of “We want to be #3” and celebrating that accomplishment would provide a sense of nostalgia for longtime Snapple fans while bringing the drink top of mind to a new audience contemplating for better choices when it comes to their go-to soft drink.
Don’t get me wrong: this is not a “participation trophy” attempt. This is an attempt—a plea, even—to give the bronze the respect it deserves. Being in the top three on the planet is nothing to scoff at. Let’s shine a light on it and raise a Peach Tea or a Black Cherry Lemonade to the athletes grinding and hustling for a spot on that podium. (Of course, I want Rafa Nadal to win, but if he gets the bronze and we work together on this campaign, that wouldn’t be so bad either.)
So, here we are, Snapple. Just an agency, standing in front of a soft drink (in a 100% recyclable plastic bottle), asking it to take a chance. Let’s go for the bronze together.
If you agree, let’s find time to connect.
About A&P
A&P, a brand agency, excels in finding innovative ways for clients to provide exceptional experiences to their customers. Their work includes consumer insight, brand innovation, creative development, mobile and technology solutions for global brands such as AT&T, Mini USA, DIRECTV, Newell Rubbermaid, Tenet Healthcare, and Barco Escape. For more information about A&P, visit them on Facebook, Twitter or antonioandparis.com.
Let’s talk about third place.
The bronze medal.
The “second loser.”
Whatever you have been conditioned to think of it or call it, forget that. Instead, consider this—being in the top three in the world at something? Pretty damn awesome. And yet we never see the bronze medalist on the Wheaties box. I want to fix that.
Back in 1996, there was a Snapple campaign claiming “We love cola! We want to be #3!” As the top two drinks in the world were colas, Snapple said, “We figured cola was already covered,” therefore, their 40 juice and tea flavors sought that coveted—or maybe not-so-coveted—No. 3 slot.
And you know what? They won it.
Dr. Pepper Snapple Group (now Keurig Dr. Pepper) hit that nonetheless lofty third-tier spot in the early 2000s and has kept the title. Although this was a roundabout win for Snapple, which has seen ups and downs yet remained a staple brand of the company throughout the years, it was a win. And those deserve to be celebrated, especially in 2021.
What better time to lift up those third-place champions than the 2021 Summer Olympics?
Our proposal? The Olympic bronze medal, sponsored by Snapple. We want to cheer on the third-place athletes in their fields in the whole world as we recognize the real fact that it’s a position of power, incredible talent and hard work, and perseverance beyond the extreme.
These professionals go through hell and back to compete on the world’s biggest international stage—so, if they win third place? That’s fan-freaking-tastic. Nobody goes home from the Olympics and puts their third-place medal in a drawer—it’s an accomplishment that deserves higher praise than it’s been given in the past. We’re here to support that, and we think Snapple should be too.
For a brand that has undergone a lot of change, now nearing its fiftieth anniversary in 2022, it’s time to bring the celebration of life and human joy back into its campaigns. Let those Snapple caps “thwop” like Simone Biles sticking the perfect landing, then enjoy some Real Facts beneath the cap about your favorite Olympic athletes or the nations where they’re competing. The high-jump is the limit.
One question I ask any potential new hire at our company is, “Who would your dream client be?” Well, Snapple is on my shortlist. The opportunities for fun and creative branding are endless with a solid product like this that has the power to be nimble and the willingness to market its quirky, break-the-mold, find-your-niche personality.
As the world is tilting toward a desire for healthier options, Snapple too has the chance to take this Olympic event and capitalize on a platform of self-improvement and a global audience. We have a lot of ideas, and we’d love to take on the challenge of bringing that global spotlight not only to the incredibly deserving third-place athletes who win in the 2021 Olympics but also to Snapple. Reviving the beverage’s history of “We want to be #3” and celebrating that accomplishment would provide a sense of nostalgia for longtime Snapple fans while bringing the drink top of mind to a new audience contemplating for better choices when it comes to their go-to soft drink.
Don’t get me wrong: this is not a “participation trophy” attempt. This is an attempt—a plea, even—to give the bronze the respect it deserves. Being in the top three on the planet is nothing to scoff at. Let’s shine a light on it and raise a Peach Tea or a Black Cherry Lemonade to the athletes grinding and hustling for a spot on that podium. (Of course, I want Rafa Nadal to win, but if he gets the bronze and we work together on this campaign, that wouldn’t be so bad either.)
So, here we are, Snapple. Just an agency, standing in front of a soft drink (in a 100% recyclable plastic bottle), asking it to take a chance. Let’s go for the bronze together.
If you agree, let’s find time to connect.
About A&P
A&P, a brand agency, excels in finding innovative ways for clients to provide exceptional experiences to their customers. Their work includes consumer insight, brand innovation, creative development, mobile and technology solutions for global brands such as AT&T, Mini USA, DIRECTV, Newell Rubbermaid, Tenet Healthcare, and Barco Escape. For more information about A&P, visit them on Facebook, Twitter or antonioandparis.com.
WRITTEN BY
Paris Buchanan
Short Bio — Paris transitioned from client-side to agency life in 1998 at Foote, Cone & Belding (FCB), where she worked with clients such as USPS, Seagate, Levi Strauss, Lucent Technologies, and 3Com on integrated campaigns. In 2003 her career took an international turn when she went to work at McCann overseeing the Microsoft account. In 2006 she joined Antonio at Pure Moxie that was rebranded in 2017 to what is now Antonio & Paris.
WRITTEN BY
Paris Buchanan
Short Bio — Paris transitioned from client-side to agency life in 1998 at Foote, Cone & Belding (FCB), where she worked with clients such as USPS, Seagate, Levi Strauss, Lucent Technologies, and 3Com on integrated campaigns. In 2003 her career took an international turn when she went to work at McCann overseeing the Microsoft account. In 2006 she joined Antonio at Pure Moxie that was rebranded in 2017 to what is now Antonio & Paris.
