PLANO, Texas — Snapple has taken a page from Seinfeld, the often self-described “show about nothing,” in its latest marketing gambit.
The beverage brand issued a press release titled, “Snapple issues press release about nothing,” which opens with, “Snapple has Nothing to say. Why? Because Nothing is important. Nothing is universal. Nothing is great.” The release also alludes to still popular sitcom, “Some celebrities are famous for it. Some TV shows last a decade talking about it. And now, Snapple wants America to celebrate it.”
Snapple has not snapped, nor is it experiencing an existential crisis. Rather, it is launching a contest wherein it encourages consumers to check under caps of 16 oz. Snapple bottles marked “Win Nothing Instantly.” Winning caps are labeled with a variety of prizes that include: “No Bills,” “No Airfare” and “Better Than Nothing: Free Snapple.”
The contest runs from now through 2 p.m. Monday, Sept. 30. Participants who find caps marked “No Bills” will win up to $500 in gift cards, “No Airfare” will each win a $400 gift card, “No Thirst” will each win a coupon booklet containing 48 Snapple coupons, “No Grocery Bill” will each win a $100 gift card, “No Paying at the Pump” will each win a $50 gift card and “Better Than Nothing: Free Snapple” will each win a 6-pack coupon.
“What’s more extraordinary than Snapple? Nothing comes to mind,” said Dave Fleming, director of marketing for Snapple. “Over the years, we’ve heard from thousands of Snapple fans about what makes them stand out from the crowd. This summer, we want our fans to celebrate what brings us all together: Nothing.”
“I have Nothing to add,” added Fleming.