CMO Michael Sands Inducted into 2003 AAF Advertising Hall of Achievement

Michael Sands, Snapple Beverages CMO

White Plains, New York, November 12, 2003 – The American Advertising Federation (AAF) has named Michael Sands, CMO of Snapple Beverage Group and Mott’s Inc., as a 2003 inductee into AAF’s esteemed Advertising Hall of Achievement. The awards honor industry professionals age 40 and younger who are making a significant impact on the industry through their leadership and career achievements. This year’s inductees will be honored at a luncheon celebration on November 18 at the historic Waldorf Astoria hotel in New York City.

@@img1 As Chief Marketing Officer for Snapple Beverage Group (SBG) and Mott’s Inc., Sands has been pivotal in maintaining SBG and Mott’s leadership role within the highly competitive food and beverage industry. Michael Sands oversees all marketing initiatives for over 20 well-known brands of the company, including Snapple, Stewart’s, Nantucket Nectars, Orangina, Yoo-hoo, Mott’s Apple Juice and Apple Sauce, Hawaiian Punch, Orange Crush and Rose’s Lime Juice.

Always thinking about the big picture, Sands is known for spearheading and implementing integrated marketing campaigns before anyone else in the industry was even thinking about it. “Integrated marketing is by far the most challenging, yet most fun and rewarding part of my job,” said Sands.
“Getting one unified message to spread across all brand communications gives you impact and efficiency.”

Michael attended Babson College, where he received a bachelor’s degree in marketing. After getting his start working at Chuck Ruhr Advertising in Minneapolis and then going on to a larger agency in New York City, Grey Advertising, Sands moved to the client side of the business, where he has contributed to and overseen countless breakthrough, integrated marketing campaigns over the years.

Sands was instrumental in notable, multifaceted campaigns for Snapple, including their recent “Personified Bottles.” Prior to SBG, during his tenure as CMO of Ben and Jerry’s, Sands created the successful line of Ben and Jerry’s 2Twisted ice creams that followed with an integrated “Stop and Taste the Ice Cream” campaign. Other previous posts for Sands have included the Senior Brand Manager for Rolling Rock beer, U.S. Director of Mexican Specialty Brands at Labatt USA and marketing positions at Unilever.

Throughout his career, Sands has also played a large role in new product development. From limited edition Snapple Pie to Snapple-a-Day, Snapple’s new line of nutritious meal replacements and healthful beverages, Sands has constantly been on the cutting edge of product and packaging innovation.
Other notable product introductions under Sands have included Elements Enhanced Beverages, Snap2O spring waters and Nantucket Nectars’ line of organic beverages.

“What I like best about Michael Sands is that he never got mad when I took credit for all of his great ideas,” said Michael’s former boss, Mike Weinstein, President of Innovation, Cadbury Beverages America.

Established in 1993, the AAF Advertising Hall of Achievement has 74 members, including this year’s honorees, representing all aspects of the diverse advertising industry. The AAF established this program as a way to recognize young, talented individuals who are making a significant impact on the advertising industry. Part of the mission of the Advertising Hall of Achievement is to attract, develop and retain talent in the advertising industry.

The Snapple Beverage Group and Mott’s Inc. are units of Cadbury Schweppes, plc (NYSE:CSG).


For Immediate Release

Lauren Lear

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Sarina Fierman