Floats

[floht]

Floats are a beverage line introduced by the Dr Pepper Snapple Group in January 2008. Two flavors are available, A&W Float and Sunkist Float. The purpose of the concept is to mimic the flavor of an ice cream float of a given soda. Thus, the A&W flavor is intended to taste like a root beer float while the latter is comparable to an orange creamsicle or Sunkist float.

The products' development was long-winded according to the official Floats website. As to whether or not Floats include genuine A&W Root Beer or Sunkist, the site simply regards the formula as "proprietary" and notes that the the aforementioned flavors were "critical" in its development. The drinks are creamy in nature and contain little carbonation, no caffeine, and are considered kosher. Ingredients include skim milk, cream, and nitrous oxide to create foam. While it is recommended that they be served chilled, refrigeration of Floats is not mandatory. Available in 11.5-ounce, vintage soda-shop-inspired glass bottles with twist-off tops, Floats are sold at major US retail, grocery, and convenience stores. The suggested retail price is $1.79 for a single serve bottle and $5.99 for a 4-pack.

Marketing

The product's first press release was issued on January 2, 2008, which included bottle design photos, suggested retail prices, and other information. However, the official Floats.com website, which was mentioned in the release, would not be accessible until mid-January 2008. This caused significant criticism toward the brand's marketing strategy.

In the press release, Andrew Springate, vice president of marketing, stated:

"For years, beverage makers have tried to crack the code and develop an indulgent drink that tastes like a homemade float... The A&W and Sunkist Floats are indulgent treats like nothing consumers have experienced before; one pour and your taste buds will be amazed - no work, no hassle.

Reception

According to Cadbury Schweppes, "the Floats concept was one of the highest scoring product ideas from our Discovery Innovation Group. This group is challenged to find and create new ideas across our brand portfolio." On the contrary, however, while consumer opinions of the drinks have been mixed, the majority appear to be negative. Criticism often includes the drinks' overly sweet and artificial tastes, sheer thickness, and failure at simulating the taste of a genuine ice cream float. Of the two flavors, the A&W Float appears to receive slightly more reproach than Sunkist, notably for its caramel-like flavor and lack of root beer likeness.