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Cadbury Schweppes' Snapple Beverage Group is ratcheting up the quirky quotient in its marketing to reach younger consumers.
Ads, promotions and other marketing efforts for Snapple this year will hone in on the 18- to 24-year-old set. Past efforts have targeted people in their 3os and 40s, said Steve Jarmon, Snapple's VP-communications. But he said the new work will appeal to longtime consumers, too.
"We think we could be doing a better job of talking to younger people," he said. "We know kids are active participants in this market, and we want to make sure we're reaching them and that we're very much top...