The company that claims their beverages are “made from the best stuff on earth” decided to evoke a lot of different emotions and opinions. Snapple, a brand of tea and juice drinks based in Plano, Texas and owned by Dr Pepper Snapple Group, based this summer’s campaign on Nothing.

People from Snapple want their consumers to stand out from the crowd and that is why they decided to focus on Nothing. At least that’s what their “Press Release About Nothing”  from the 1st of July, points out. It starts quite philosophical, asking what is Nothing and claiming that if there is Nothing, could we says that it really exists?

With this campaign comes the contest were you can “Win Nothing Instantly” that runs until September the 30th. You should look under caps of 16 oz. Snapple bottles where you can find a whole lot of Nothing: No Bills, No Airfare, No thirst and Better than Nothing: Free Snapple.

The director of marketing at Snapple, Dave Fleming concludes, at the very end of the fore mentioned press release: “I have Nothing to add.”