This seemed like a pretty offbeat marketing technique. Which company wants to settle for number 3? It means less fame and less fortune. It seemed like a bad move for Snapple, at a time when there sales had risen considerably and people’s fondness of the “Snapple lady” were at an all time high. So why did they do it? Well it seems that they knew that they were not going to be able to surpass the incredible sales of the soda business; but being that they were able to get close enough to take the 3rd slot, they figured that they if they highlighted that specific point people would be impressed and buy more Snapple. Unfortunately, they missed the boat.
People were drinking Snapple because it was different, it was unique, and it was quirky. There were tons of different flavours, cute facts on the bottom of the cap, and the beloved “Snapple lady” would read off letters from customers on television ads. Snapple was a grassroots drink which people enjoyed because they liked it for what it inherently was.
In this week’s parsha, Pinchas, Moshe Rabbeinu tells Hashem that he needs to appoint another leader for the Jewish people. Hashem agrees and Moshe anoints Yehoshua and appoints him as his successor to lead the Jewish people into the land of Israel. Also in this parsha, Pinchas receives his reward for standing up what was right and ending the epidemic of blatant violation of a Torah commandment. How is it that Moshe Rabbeinu, the greatest leader of the Jewish people encouraged Pinchas to be the one to act and stop the people from sinning? Why didn’t he do it himself? How could it be that Moshe Rabbeinu so willingly and pro-actively appointed a new leader to take the helm for the Jewish people and lead them to the next phase in Jewish history? Surely Moshe Rabbeinu wanted to do those things himself, right? Wrong…
Moshe Rabbeinu was indeed the greatest leader; but he was also the humblest. Moshe understood that each person has a mission in life which is catered specifically for them. Moshe knew that the goal in life is not to be the one to do everything for everyone, but to be the one to do everything required by you.
This is where Snapple erred. They were right that they didn’t have to be number 1 or even number 2; but they also didn’t need to highlight the fact that their goal was to be number 3. Rather, their goal was to be the best Snapple drink that they could; quenching thirst for dry mouths worldwide. They actually got it right the first time when they excitedly exclaimed, “made from the best stuff on Earth.”
We are lucky; we have an up on Snapple. Each of us is made from the best stuff of Hashem. All we have to do is be like Moshe and strive to be the best we can, without worrying what number we are. Each of us has been given special characteristics and abilities with which to lead our lives and be the best we can. You see the goal isn’t be number 1 overall; but to be the number 1 you.