How more untrue could a tagline be? How could Snapple possibly rationalize their definition of the “Best Stuff on Earth” as remotely congruent with how today’s consumer might expect this promise to manifest?

A hyper-cynical and informed consumer might least expect a nod to where the best oranges, apples and corn syrup came from. Instead, we get this…

When I was a kid, every time my dad would drive through the carryout for his Kool’s and Rolling Rock, I would frantically search for a Snapple cooler – ready to drink tea, sweet and sugary, tasty, the trivia under the cap,”made from the best stuff on earth” – it was new, it was cool, I had to have it.

Back then, the consumer didn’t care as much to measure a brand’s actions against it’s promises.

Today, a focus group might reveal a nostalgia around all of this – but when that same respondent shows up at shelf, they might be more likely to buy if the promise hadn’t expired so long ago.

Interact on Shelf is a design firm that works exclusively with grocery brands.

What makes us different is that we study consumer culture, design trends, industry innovation and many other dynamics that shape opportunities for your brand in order to create iconic work that’s designed to sell in a retail environment.

If you think you could benefit from partnering with a young, energetic bunch like us, you know what to do.  Contact us!

By Blake Mitchell