Case | HBS Case Collection | June 1999 (Revised December 2003)

Snapple

by John A. Deighton

Abstract

Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international when the founders sold out to Quaker. The brand proved harder to manage than Quaker anticipated and in 1997 was sold for a fraction of its acquisition price. The case presents factors accounting for the growth and decline and provides a qualitative study of the brand. What action should the new owners take?

Keywords: Strategic Planning; Industry Growth; Failure; Brands and Branding; Food and Beverage Industry;

Citation:

Deighton, John A. "Snapple." Harvard Business School Case 599-126, June 1999. (Revised December 2003.)