Positioning Away from Prototype

This 1997 Snapple commercial positions the product away from Cola, similar to the 7-Up commercial we saw in class today. The ad uses Cola as the frame of reference to show that this product is different and that it is not competing but creating a new brand category. The commercial acknowledges that the two leading soft drink brands are cola and that it is not competing for those spots. This idea is similar to the Avis "we try harder" campaign in which the rent-a-car company admits to being #2 and uses that as a way to gain customer loyalty. Although this approach was not continued for Snapple's advertisements, it shows that positioning away from the prototype is not always a fit for a brand's position, personality and culture.

https://www.youtube.com/watch?v=Jf0AcRUXPbQ