Dr Pepper Snapple is trying to put its marketing dollars where it sees the best returns, shifting resources to local from national advertising, onto social media and toward the fast-growing Hispanic demographic, The Wall Street Journal reports. While total dollars spent may rise only slightly, the company says it is getting more impact for its spending. Dr Pepper Snapple expects its sales this year to grow 3%, the low-end of its long-term target.
Dr Pepper Snapple Group, based in Plano, TX, is an integrated refreshment beverage business marketing more than 50 beverage brands to consumers throughout North America. In addition to its flagship Dr Pepper and Snapple brands, the company's portfolio includes 7UP, Mott's, A&W, Sunkist Soda, Hawaiian Punch, Canada Dry, Schweppes, Squirt, RC Cola, Diet Rite, Penafiel, Rose's, Yoo-hoo, Clamato, Mr & Mrs T and other well-known consumer favorites. It employs approximately 19,000 people and operates 22 bottling and manufacturing facilities and more than 200 distribution centers across the United States, Canada, Mexico and the Caribbean.
PepsiCo, another player in the soft beverage sector, last week unveiled plans to spend up to $600 million more in marketing this year, focusing the spending on a dozen core brands and mainly in North America.