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Richard Kirschenbaum

Richard Kirschenbaum

CEO and Founder of NSG/SWAT, a boutique branding and advertising agency; advertising entrepreneur known for co-founding Kirshenbaum Bond + Partners and work on iconic Snapple campaigns.

May 28, 2026

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories

How the Snapple Brand Won Our Hearts in the 90s, Then Lost Them

May 28 · 46m

Dusty Weis
Dusty WeisHOST
27:31
But how did your involvement with the brand begin, and, and where did you take it?
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:36
Well, I think, um, at the time, our agency was one of the first planning agencies in the US, and planning is really about strategy.
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:42
So we always look to find a, a unique strategy for the brand.
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:45
And you used the word discovery.
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:47
That's what we did.
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:47
So there's a discovery process.
Richard Kirshenbaum
Richard KirshenbaumGUEST
27:49
We went out to, uh, the facility, um, in Valley Stream to look at where the brand was made.

16 MINS LATER

Jane Cavalier
Jane CavalierGUEST
43:38
Don't try to be a wannabe Goliath.

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