Mountain Dew Case Study

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What is the ad campaign of Mountain Dew that created awareness to its consumers? What is the impact of the Mountain Dew Ad campaign to its prospective customers? How did Pepsi Cola Company respond to the growing threat of non-carbonated soft drinks, especially energy drinks and tea? ANSWERS: In 1992, senior management at PepsiCo sensed an opportunity to increase business on Diet Mountain Dew. Diet Mountain {draw:frame} Dew's distribution was limited mostly to the rural regions where the brand was strongest, even though regular Dew was now a national brand. Diet Mountain Dew performed very well on product tests versus other diet drinks in the category because the heavy citrus flavor did a better…show more content…
And Michael Johnson, a spot developed to broaden Dew's appeal in the African-American community, did not meet the company's expectations. By 1998, PepsiCo managers worried that the advertising was becoming too predictable. In particular, they were {draw:frame} concerned that the use of alternative sports was becoming less impactful due to oversaturation. Many other brands, including companies like Bagel Bites, AT&T, Gillette Extreme Deodorant, and Slim Jims beef jerky snacks, were now major sponsors of alternative sports. To keep the campaign fresh, they needed to find alternative ways to express Mountain Dew's distinctive features. Parking Attendant, produced in 1999, was a solid effort at advancing toward an alternative expression. The spot features a parking attendant who takes liberties when parking a BMW handed off by a stuffy businessman. The kid drives as if in a police chase, flying from one building to another, accompanied by a frenetic surf instrumental that had been featured in Quentin Tarantino's Pulp Fiction a few years prior. Mountain Dew Brand Communications Strategies (1993-2007) Source: PepsiCo *TABLE 1.1 Mountain Dew Market Research PepsiCo monitored both the effectiveness of individual ads, as well as the cumulative impact of advertising on the overall health of the Mountain Dew brand. The contribution made by a single ad toward building brand equity was notoriously challenging to measure. Both quantitative and
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