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Company: Triarc Cos.
    View Company Scorecard / Contact Company
Brand: Snapple
Ad Title: Wedding
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: Deutsch
Year: 2003
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

Stereotype Twist

GLBT Punchline (laughing with)

Straight Left Out

Theme Breakdown

AdRespect Score: 
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Inspired by the movie, "The Graduate," the Personified Bottles campaign from Snapple has a bottle bride walking down the aisle to the tune of "Here Comes the Bride." The bottles are crude puppets with wigs and jewelry glued on. The "bride" arrives at the front of the church to meet her "groom."

At that moment, the ceremony is interrupted by a guy in the balcony. Everyone gasps and turns; the bride gasps and swivels; the old organist faints.

Then, the groom and guy leave together to the sounds of the "Wedding March", with the limo and bride left behind outside.

Perhaps trying not to appear too gay-positive, the last shot has a voice that says with uncertainty, "Cheers?" Along with it, a hand holds the bottle cap with a queer difference -- the "Snapple" name is upside down to the text with flavor name.

Despite the generally equal representation, the company declined to comment on its commercial.

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Todd Hill , Montreal
The problem with this ad, as with many others, is that you have to be micro-focused on it to "get it". It is too nuanced and it particularly flies by so quickly that if you're not paying CLOSE attention, the point of it will escape you. And unfortunately it didn't have enough "bite" at its opening to really grab (my) attention. It might (or might not?) be gay-positive, but unfortunately it wasn't really interesting enough for me to care.

Bobby , Dallas, TX
Appearing too gay positive at the end would have been too preachy. Here, Snapple asks a question and lets the target audience give their own answer, without the corporation saying "you must agree with us." This kind of attitude will let them get away with more controversial stuff in the end. They'll be getting less hate mail than if they had actually screamed "Hooray! Support Gay Botles"

Bobby , Dallas, TX
They should have shown the kis Rghen run the voice over while the couple is kissing. With perhaps an insert of the organization's name and web page without removing the kiss.

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Liz
Company: Triarc Cos.
Brand: Mistic
Country: United States
Region: North America
Year: 1996

AdRespect Score:


Chelsea Boys
Company: Triarc Cos.
Brand: Snapple
Country: United States
Region: North America
Year: 2002


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