Snapple Tables Its Brand for NBC's America's Got Talent

Posted by Dale Buss on May 25, 2012 05:01 PM

Coke does it. Pepsi does it. And now Snapple does too. Have their logos on glasses sitting in front of judges of high-profile reality-competition shows on TV, that is. Snapple hatched a deal to have its brand represented on bright yellow glasses that are sitting in front of the three-judge panel on NBC's America's Got Talent, which just launched its new season this week.

On American Idol on FOX, of course, Coca-Cola long has been a sponsor and gets to plop its logo on glasses that are nursed — or not — by judges Randy Jackson, Steven Tyler and Jennifer Lopez as they sit in front of them. Fox's similar show, the U.S. version of X Factor starring Simon Cowell, counts Pepsi as its major sponsor and so features Pepsi glasses in front of the judges.

That has left the AGT judges looking — well, thirsty by comparison. "But not any more," Regan Ebert, VP of marketing for the non-carbonated beverage portfolio for Dr Pepper Snapple Group, told brandchannel. "They'll be refreshed this season."

The cup placement, naturally, is just part of a whole integrated campaign that Snapple has hatched with the show, which runs all summer. It also includes heavy advertising during AGT of two different ads, one for Snapple's new diet half-and-half tea-lemonade product, and the other for lightly sweetened teas — a product being launched this summer and introduced on the show in June, Ebert said.

Interestingly, Stern and Snapple had a promotional relationship several years ago. But Ebert said that Dallas-based Dr Pepper Snapple signed the deal with AGT before it was certain that the bombastic radio host would presumably tame his act a bit for live TV and replace Piers Morgan as the third judge on the show. In fact, Snapple has sponsored the show's YouTube-based auditions for three seasons running.

While the yellow Snapple-branded cups may look simple, however, Ebert insisted that they're no easy feat to put together. They are made of a type of plexiglass that keeps the brand shimmering, and the containers from "sweating," when TV lights are on the judges.

"They're expensive to make," Ebert said of the featured glasses. "We thought about trying to make and sell a replica that isn't so expensive. But we haven'te quite figured that out yet."

[Photo: Virginia Sherwood/NBC]

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