Tuned In – New H2O
By Elie Z. Perler June 23, 2008 Post a comment | Email the author

A fresh product deserves a fresh new sound, and an accompanying viral video. Snapple’s new Antioxidant Water champions such novelty with its use of “The Cat’s Meow,” written and recorded by the Bad Eliots [official website]. The single no doubt capitalizes on the rather derivative music styles of Interpol and Franz Ferdinand, and was released in early April 2008. You can download the track for free on the super-snazzy Snapple website [link].



In the commercial, Snapple imagines an urban landscape covered in bubble wrap. As our protagonist ambles through town, the drink provides him with the necessary energy needed to participate in random dangerous stunts. His actions culminate with a non-fatal leap of faith from the top of a building, further asserting that such “elixir” provides cartoonish super powers. Indeed, much like Popeye and his endless canned supply of spinach. And for the ad campaign, the juice behemoth opts for the updated tagline, “It’s All About Protection.” Lukewarm at best, if you ask me.

Last 5 posts by Elie Z. Perler

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