AriZona is the leader in the tea market by more than double the next closest competitor (first at 122,000,000 cases per year, followed by Lipton at 59,000,000 cases per year), yet one of the lowest spenders in advertising.
In 2014, the largest spenders in media were Lipton, Snapple, Gold Peak, and Nestea, followed by Fuze, Honest Tea, and Sobe at much smaller levels. TV has been the primary support method for big spenders Lipton, Snapple, and Gold Peak, while the Nestea brand focused on print and the smaller competitors relied primarily on local Outdoor support. So if they don't spend on advertising, what makes AriZona so successful? |
Price PromiseThe goal of AriZona is to provide great taste, quality ingredients, and unique packaging at an affordable price. This brand takes pride in their product's price of just 99 cents. So much so, in fact, that they print the price as a guarantee right on the can.
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Visual Identity |
EndorsementThis iconic drink was created by professional golfer Arnold Palmer when he ordered a mix of lemonade and iced tea, saying the drink was the perfect refreshment for the end of a round of golf. AriZona bottled the beverage and made it available to the world, keeping the association with the sports star.
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Customer Buy-InOne of the most impressive things about the AriZona brand is the buy-in the company receives from customers. This is a brand that embraces their tribe very effectively. On the brand's 20th anniversary, they hosted a can-design contest, with the winner chosen by popular vote. Social media contests also yield impressive results, with thousands of fan submissions. What stands out the most, though, is what members of the AriZona tribe do without any company incentives. The cans are crafted into vases, phone cases, bows, and more. Shoes, dresses, and jewelry is made and worn by individuals who love the product, and moreover, the brand.
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MerchandiseAriZona earns money not only from drink sales, but also through the sale of merchandise like shoes, bags, sunglasses, sweatshirts, and much more. Loyal AriZona fans and customers buy and wear this merchandise. Not only does this make them feel like a member of the AriZona tribe, but it also introduces the brand to everyone they interact with, and creates opportunities to gain new customers.
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Grass RootsAriZona has been successful primarily through their use of grass roots and word of mouth marketing. The Snapple social media reflect this business approach. AriZona has a presence on Facebook, Twitter, Instagram, Tumblr, Pinterest, and YouTube. They use these outlets to share customer photos, promote drinks and flavors, and market AriZona merchandise. The amount of followers and social engagement like shares and re-posting, AriZona can reach many individuals and markets, without spending the amount that other companies are spending.
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