I-Instagram nge @sappapp I-Snapple ibisoloko ibonakala iyinto entle yokuziva ulungile, eyinkampani ye-quirky ukusasaza uthando lwabo lwejusi kwihlabathi. Ukusuka 'kwiinyani zabo zokwenyani' ekuphenduleni yonke into yeposi, uSnapple uzenzele igama njengenkampani eyonwabisayo. Nangona kunjalo bekukho okuninzi okwenzeka emva kweziqendu. Yikholwa okanye ungakholelwa, i-Snapple inesabelo esifanelekileyo semiceli mngeni- kwaye ezinye zazo zinokumangalisa ngokwenene.
abantu begorral yegolide
Uluvo 'lwenyani lokwenyani' luvele kwintlanganiso yesiqhelo yentengiso
I-Instagram nge @sappapp Ngexesha lentlanganiso yesiqhelo ngolunye usuku, iqela lentengiso eSnapple lalizama ukufumana indlela 'yokumangalisa nokuhlekisa' abo babathandayo abaselayo i-Snapple. Baye bagqiba kwelokuba bothuse abathengi ngezibakala ezimnandi kwi 'real estate engasetyenziswanga' phantsi kweebhotile.
Iqela le-Snapple ngoku lingaphezulu kwe-1,100 'yeNyaniso yeNyaniso' ejikeleza kwiibhotile zeebhotile, kwaye izama ukongeza malunga ne-75 ukuya kwi-100 inyani entsha ngonyaka. Ekuqaleni, zonke iinyani zivela kwiqela lentengiso kunye nearhente. Ngoku bonke abasebenzi kunye nabathengi banokungenisa iinyani- nangona kufuneka zinomdla kwaye ziqinisekiswe yimithombo emibini esemgangathweni.
Uninzi lwezibakala kuye kwafuneka ukuba zithathe umhlala-phantsi, kodwa kukho ezinye zokuqala ezisekhona kwimveliso. Inyani yokuqala yokwenyani yayiyeyokuba, 'Ukuqwalaselwa kwentlanzi yegolide yimizuzwana emi-3.'
Uninzi lwezinto 'eziyinyani' azinyani
I-Instagram nge @sappapp I-Snapple ibisoloko inikezela ngeNqaku labo lokwenyani ukusukela ngo-2002, kwaye kubonakala ngathi bebefumana iimpazamo ezimbalwa ukusukela ngoko. Nini IAtlantic I-Snapple ekhangelwe yinyani, khange ithathe iqela labo ixesha elide ukubhengeza ukuba zingaphi eziphumileyo okanye zibubuxoki ngokupheleleyo.
Uninzi lwezibakala lwalungachazwanga ngokulula ngomnxeba okanye ngokukhangela kuGoogle. Umzekelo, iNyaniso yeNombolo eyi-70, 'i-ID yomnxeba ayikho semthethweni eCalifornia,' kwaqinisekiswa ukuba ayilunganga ngokujonga nje iwebhusayithi yeCarlifonia yeeNkonzo zikaRhulumente. Ezinye iinyani zibonakala zingenakwenzeka ukukhangela inyani, njengaleyo ibanga elona gama laziwa kakhulu ngentlanzi yegolide yesifuba yiJaws.
'Ziyinyani zokwenyani, kwaye sinamaqela apha ajonga yonke into,' usekela-mongameli wentengiso kaSnapple uDavid Falk uxelele IAtlantic . 'Sihamba ngenkqubo entle kakhulu.'
Inkampani yaqalwa ngabahlobo abasenyongweni
I-Instagram nge @sappapp I-Snapple yasekwa ngo-1972 abahlobo abathathu abasenyongweni . U-Leonard Marsh, umlamu wakhe u-Hyman Golden, kunye nomhlobo wakhe wobuntwana u-Arnold Greenberg bafuna ukuthengisa ijusi kwiivenkile zokutya ezempilo.
UMarsh wasebenza njengewashher yewindow ngaphambi kokuba enze umtsi kumnini weshishini, kwaye yena noHyman baqala ishishini lokuhlamba iwindow kwaye baqhubeka emva Bazisa ishishini labo elitsha lejusi. Nokuba uGreenberg uqhubekile nokuqhuba iivenkile zakhe zokutya ukuze aqiniseke ukuba basenokhetho nokuba ishishini labo elitsha aliphumelelanga. Yinto elungileyo nayo, kuba kubonakala ngathi abasunguli bebengazi kakhulu ngemarike entsha ababenethemba lokungena kuyo.
Ngo-1989 uMarsh waxelela Ishishini laseNew York laseCrain (nge INew York Times ) ukuba wayeyazi 'kakhulu malunga nejusi njengokwenza ibhomu ye-athomu.'
Babengasoloko bebizwa ngokuba yi-Snapple
I-Instagram nge @sappapp I-Snapple inayo iringi emnandi kuyo. Igama alilibaleki, kodwa alizange liqale ngaloo ndlela. Ngaba ufuna ukuva igama lophawu olulibalekileyo? Iimveliso zokutya ezingangxengwanga . Yabona, sele ulibele, andithi? Elo ibiligama lenkampani eliyintsusa ngo-1972. Nguwuphi umahluko onokuwenza utshintsho olunye, akunjalo?
Inenekazi le-Snapple lasebenza kwisebe le-odolo
Uyayikhumbula inenekazi le-Snapple? Wayelula kwaye ehlekisa ngendlela emangalisayo yaseNew York. Wayengu oyena mqeshwa e Snapple kwaye waqalisa ukufunda loo fan ye fan ukuba wonwabe emsebenzini.
UWendy Kaufman eqala ukusebenza kwisebe loku-odola i-Snapple kwi-1991 kwaye kamva waqhubela phambili ekusebenzeni iminyhadala yokwazisa. Xa omnye wabaphathi be-arhente yentengiso kaSnapple wadibana noKaufman, wayenokuxelela ukuba unento ekhethekileyo, kodwa abanye babengaqinisekanga. Ngokuqinisekileyo yayiyimpikiswano, 'uKaufman uxelelwe Ngeveki yaseMelika . Kwakukho umlo kwiofisi ephambili. Uza kuyithatha njani le ntombazana ityebileyo kwisebe loku-odola uyibeke kwiTV yesizwe?! '' Nangona kunjalo, yile nto yenziwe ngabaphathi beSnapple.
I-Snapple yayisakhula kwaye ingenayo uhlahlo-lwabiwo mali olukhulu. Ukubandakanya uKaufman ukufunda iposi yokwenyani yabalandeli yayiyindlela eyonwabisayo kunye ne-quirky yokuzihlukanisa. Ikwathetha ukuba bekunganyanzelekanga ukuba bakhuphe isithethi sosaziwayo. Phakathi kowe-1993 nowe-1996, uKaufman ubekade enenkwenkwezi kwiintengiso ezingama-36, ezinye zazo ziphumelele.
Inenekazi le-Snapple liphendule kuyo yonke ileta
UKaufman akazange aqale ukufunda i-imeyile ye fan ukuze angene kwiintengiso. Wayesele ephendula ileta nganye ngenxa yokulunga kwentliziyo yakhe. Kwakhona yayinento yokwenza nokuchithwa komntwana.
'Xa ndandisengumntwana omncinci ndathandana neBrady Bunch. Lowo ngumboniso okhale intsimbi yam. Ndathandana noGreg Brady-umdlali weqonga uBarry Williams-kwaye ndibhalele u-Barry Williams ileta yam enye kuphela. Akazange andibhalele. Oko kundifundise isifundo sam sokuqala ngokubhalela umntu omkhathaleleyo kwaye ungaphendulwa, 'Kaufman uxelelwe Umfundi weChicago . 'Emva koko ndabona iileta zingena — abantu bethatha ixesha ukusibhalela. Bafuna uqhagamshelo .... bendisazi ukuba ndiza kudibanisa kwaye ndiphendule wonke umntu ofuna ubuhlobo kunye nathi. Khange ndiyenzele ukuba ibe kwintengiso, kuba bendingazi ukuba kuyakubakho intengiso. '
Inkampani iqale nge-bang
Ngenxa yokuba inkampani enegama elithi 'iimveliso ezingadityaniswanga zokutya' ibingazukuyenza ibe nkulu, abasunguli bayo bonwabile beza negama elithi Snapple emva kosuku lomsebenzi olonwabisayo. Ngelixa becinga ngeencasa ezintsha zejusi, abasunguli baphuhlise Ijusi yeapile yekharbon Ndaye ndagqiba kwelokuba ndidibanise amagama 'snappy' kunye 'apple' ukuyichaza.
Nangona kunjalo, iJuapple Juice ayizange ithengise. Kwakukho i-fizz eninzi kakhulu kwaye iibhotile zebhotile zazidubula iibhotile xa ijusi yayiqala ngebhotile. Nangona loo flavour ingazange iyenze, abasunguli bayalithanda igama kakhulu, bayigcinele inkampani yonke.
Iced iti yajika yonke into yajika
I-Instagram nge @sappapp Kude kube sekupheleni kweminyaka yama-80s, inkampani encinci ijolise kwiziselo zejusi. Xa i-Snapple yazisa iti yayo yokuqala yeti ngo-1987, izinto zasuka. Inkampani xa isuka Izigidi ezi-3 zezigidi ekuthengiseni ngo-1986 ukuya kwii-700 zezigidi ngo-1994 .
'Senze iti yokuqala yokulungela ukusela eyayingangcamli njenge-asidi yeebhetri,' utshilo uGreenberg Umfundi weChicago . Kuthathe iminyaka emithathu ukukhula. Iti ye-Iced yanceda ukuguqula i-Snapple ibe yinkampani yejusi epholileyo, enomdla kubantu abancinci.
UWoward Stern wayesisithethi sokuqala
Imifanekiso kaGetty Njengoko i-Snapple ikhula, baqesha iarhente yentengiso ukunceda ukukhupha igama. Okumangalisayo kukuba, ingcebiso yokuqala ye-arhente yayikukusebenzisana nomsasazi werediyo Howard Stern. IGreenberg uxelelwe Umfundi weChicago ukuba wayengazi nokuba ngubani uStern ngelo xesha. NjengoHoward Stern kuphela owayenokwenza, wafumana igama malunga nokuSnapple ngokuhlekisa ngalo, ade abhekise kwinkampani njenge, 'crapple.'
'Wayengenanto ilunge kuthi, eluncedo kakhulu kuphuhliso lweSnapple,' kwabelwana ngoGreenberg. 'Sasimthabathela ubushushu ngamanye amaxesha, kumaqela amabhinqa, amaqela athandana namanye, amaqela amnyama, amaqela amaJuda ... kodwa bonke bamamela.'
Nangona kunjalo, uSnapple watsala izibhengezo zakhe kumboniso weStern emva kokuba uStern enze ezinye amazwi ahlaselayo kulandela ukusweleka kwemvumi u-Selena.
Rush Limbaugh ipapashwe simahla
Imifanekiso kaGetty Ngelixa uHoward Stern ehlawulwa nguSnapple ukubahlekisa, uRush Limbaugh wayecebisa iti kunye nejusi kubaphulaphuli bakhe simahla. Wayehlambalaza malunga neenyanga ezintandathu ngaphambi kokuba umvelisi wakhe acebise ubambiswano. Kwakhona, uGreenberg wayengazi ukuba ngubani lo msasazi woonomathotholo, kodwa wasayina.
U-Limbaugh uxele ukuba uziva edlala indima ekuncedeni uSnapple ukuba akhule aye kubungakanani obenzileyo. 'Kuwo onke la mabali okwenzekileyo kwi-Snapple, awunakufumana nasiphi na isalathiso kwinto yokuba babedla ngokubhengeza kuzwelonke kule nkqubo,' utshilo uLimbaugh. Ngexesha lomboniso wakhe . Kwaye kwathi kwakuma oko, kwahamba njalo nentengiso yelizwe. Kwaye niyazi nonke. '
Elinye iqabane laphuma ngokukhawuleza
Ngokudabukisayo abasunguli bokuqala beSnapple khange bayonwabele impumelelo yabo kunye. Ngo-1972, abahlobo abathathu basebenzisana nabo Nat Langer , umnini womboneleli wabo wejusi, ukwenza inkampani yabo. Ekuqaleni kukaLanger wayekhathazekile abanye abathathu babebambe inzuzo. Ugqibe kwelokuba ahambe kule nkampani ngo-1984 kwaye wamkela inani elinabantu abathandathu kwiipesenti ezingama-40 zenkampani. Ngo-1994, kwa-iipesenti ezingama-40 zazingama-680 ezigidi zeerandi.
Kwakubonakala nje ukuba uLanger ahambe, izinto zasuka. 'Ngequbuliso,' utshilo uGreenberg Umfundi weChicago , 'sineshishini.'
Inenekazi le-Snapple laloyisa iziyobisi
Inkosikazi kaSnapple indikhumbuza umama onzima, kodwa onothando. Ndibe nomfanekiso ngqondweni wakhe ehamba ezantsi kwiiholo zaseSnapple ebulisa wonke umntu ezisa uncumo naphina apho aya khona. Ngokuqinisekileyo andizange ndimcinge njengomlutha weziyobisi, kodwa yayiyimpilo yakhe ngaphambi kweSnapple. Kudliwanondlebe kunye Oprah U-Kaufman uvumile ukuba wayelikhoboka lecocaine ngaphambi kokuba afike kwi-snapple gig. Ndizamile icoke, kwaye bendiyithanda. Ndiqale ukwenza icocaine ngo-1980, kanye emva kokuba ndiphumelele ekholejini. Ngo-1989, ndandicinezela isidlele kwaye igazi liza kuphuma ngempumlo. Ndandigula kangangokuba oko kwandizisa emadolweni, utshilo uKaufman Oprah (nge Ngeveki ). Ndithe kuThixo, ndiguqe ngamadolo, ndikhala ngamandla, 'Ndibulale okanye nceda, ndincede ndiphilise. Andikwazi ukuhlala ngoluhlobo umzuzwana omnye. ''
Ngombulelo uSnapple wangena ebomini bukaKaufman, kwaye wagqiba kwelokuba enze utshintsho. 'Into uninzi lwabantu olungayazi ngam [ngu] Snapple yayingaphezulu komsebenzi,' ucacisile. Kwakuyindlela yokuphila kwaye yayiyindlela yokuba ndihlale ndiphilile. Kwaye ibiyimoto yokwenza izinto ezintle, ezintle kwabanye abantu. ' UKaufman uxelele u-Oprah ukuba ufumene injongo entsha kunye nenenekazi lakhe le-Snapple kwaye akazange abuyele kwiziyobisi.
Akukho mntu waziyo ukuba kutheni le ntokazi yaseSnapple yagxothwa
Ngelishwa, inenekazi le-Snapple alinakuhlala ngonaphakade. Emva kowe-1994, izinto zaqala ukujikela ezantsi kwiSnapple. Ukuthengisa kwehlile, kwaye xa uQuaker ethenga inkampani, uWendy Kaufman wakhululwa. Akuzange kubekho mpendulo icacileyo ukuba kutheni, kodwa abanye abantu ngaphakathi nangaphandle kwenkampani babekrokrela.
Amarhe okuba 'useNew Yorkish' avele ngakumbi. Kubonakala ngathi uQuaker wayefuna ukwenza ukuba uSnapple aqheleke ngakumbi, kwaye uKaufman wayengahambelani nombono wabo omtsha.
Ngeli xesha, uQuaker wagcina ukuba iintengiso bezingenzi kakuhle. 'Sachitha ngaphezulu kwe-40 yezigidi zeedola kwimithombo yeendaba ezinxulumene noWendy ngo-1995, kwaye ngelo xesha [umthamo] wehla nge-12 leepesenti. Imakethi ngokucacileyo yayilungele into eyahlukileyo, 'isigqeba uxelelwe Ubudala beNtengiso .
Isiraphu yengqolowa ayizizo izinto ezilungileyo emhlabeni
I-Snapple iye yakha uphawu lweejusi zendalo ezinempilo. Umgca wethegi yabo, 'Yenziwe ngezinto ezilungileyo emhlabeni' ixhasa loo mfanekiso. Nangona kunjalo, izithako zazingaphandle kwendalo.
Inkampani ijongene nengcinezelo evela kuLawulo lokutya kunye noLawulo lweziyobisi ngokusetyenziswa kwayo isiraphu yengqolowa kwiziselo zalo xa ibanga ukuba yeyendalo yonke. Kwakukho neminye imiba, enjeya yokuba ijusi yabo ye-acai yeblackberry yayingenayo i-acai okanye iijusi zeblackberry.
Ngo-2009 inkampani yenza utshintsho kwi-fructose ephezulu isiraphu yengqolowa kwiswekile Kwiti yayo yomkhenkce. Olu tshintsho luyanciphisa iikhalori ngokusebenza ukusuka kwi-200 ukuya kwi-160.
Kwakukho amarhe onxibelelwano lweKKK
Kwakukho amarhe ngo-1992 athi uSnapple uxhase iKKK. Kwakungenasiseko ngokupheleleyo, kodwa ekugqibeleni yaqala ukuchaphazela ukuthengisa. Xa ukuthengisa kwaqala ukwehla, inkampani yabeka iintengiso ukujongana nolu daba ngqo. Xa ubuzwa malunga namarhe, enye Isithethi sika Snapple satsho , 'Kutheni amakhwenkwe amathathu angamaJuda avela eBrooklyn eyayixhasa iKKK? Amantongomane lawo. '
Abaxhasi beli rumor bathi u-'K 'kwileyibhile yebhotile imele i-KKK. Ngokwenyani, u-'K 'wayemele kosher . Bakwatsho ukuba umfanekiso welebheli wenqanawa wayenzelwe ukubonisa inqanawa yamakhoboka. Inqanawa yayingumzobo weqela leti leBoston.
