2 Week 9 Assignment: Marketing Risk Advertisements and campaigns might be an important factor in marketing but a physical presence is also just as important. A brand's marketing attempts at an event can offer great success but also come with risks. One company saw the negative effects of a failed event branding: Snapple. In 2005, Snapple took to the streets of Manhattan with the hope of creating the largest popsicle. Instead, the strawberry kiwi creation melted and sent 17 tons of Snapple flooding the streets (Smith, 2005). The fire department had to shut down multiple streets to clean up the product. The stunt had originally been called off due to fears that the temperature was too warm but the damage had already been done. Snapple decided to do this event as a way to promote their new line of frozen treats The hope was to break a record but Snapple decided that they would reattempt the challenge as it created more problems for the company than originally thought. Instead of being excited about Snapple's new line of treats, people were trying to navigate the sugar-coated streets. Not only did this create a failed event for Snapple but it negatively affects the brand's reputation as well. At the event, people do not think about the products that were trying to be rolled out, instead, consumers are left thinking about the failed popsicle. In fact, it is the first thing that appears when you type in Snapple popsicle. The brand is left with the permanent reputation of flooding Manhattan rather than its popsicles. People might have turned away from the company due to its actions and Snapple paid a hefty amount to clean up the streets. While Snapple tried to create a genius way of marketing their new popsicles, they only created a large event to clean up. The hype of their new product was washed away in the face of their melted advertising attempt. Snapple not only dealt with the negative publicity of the event
3 and the steep costs to clean up their mess but also found that their popsicles were not as successful as they hoped. Snapple's event failure is a prime example of the risks that a company faces when they want to make such a "cool" statement.