Snapple to exclusively sponsor Boston radio station
May 25, 2006
by FoodBusinessNews.net Staff
BOSTON — Snapple has entered into a partnership with the WFNX Radio Network in Boston to market the "Summer Free For All" — a radio programming concept that will offer listeners 40 consecutive days of commercial-free radio. Snapple purchased every minute of WFNX’s advertising time for the six-week period beginning May 26, and is working closely with the station to create non-traditional on-air messaging that supports the Snapple brand.
In addition, Snapple and WFNX will be producing numerous concerts and promotions, including one in which consumers in the listening area will be given free samples of Snapple products any time the temperature rises above 85˚.
"This bold, ground-breaking initiative is a good reflection of Snapple’s history and mission," said Holly Mensch, vice-president of marketing for Snapple. "We are excited to partner with WFNX to bring Bostonians commercial-free radio, free concerts and the best free stuff on earth."
According to The New York Times, the sponsorship will cost Snapple more than $2 million.