AdPulp points to a New York Times article which details a deal Snapple made with Boston radio station WFNX in which Snapple paid $2 million to be the sole sponsor on the station from Memorial Day to July 4. Under the deal, no other advertiser will be heard on WFNX and its two other station in Maine and New hampshire. The sponsorship will consist of integrated brand messaging including DJ acknowledgment of Snapple’s “Summer Free For All’ sponsorship, allusion to Snapple tagline by frequent mention WFNX is “playing the best stuff on Earth” and the Snapple “whoosh” sound effect.
WFNX, an alternative station, is probably the only station in the Boston that would touch this but its admirable and something Snapple project agency EMCI President Jay Coleman has wanted to do since 1982 when he was impressed with New York’s WAPP going commercial free that summer for a format change. We eagerly look forward to the results of this move.
