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Advertising, Sales Promotion, and Public Relations
Watch out Coke. Pepsi-Cola’s Mountain Dew is making a splash with teenagers and sending the brand’s sales soaring.
Pepsi-Cola over the years has transformed Mountain Dew, its neon lemon-lime drink with a caffeine kick, from a soft-drink with a hillbilly theme to a cutting-edge brand that’s grown faster than any other. In 1997, Mountain Dew’s sales volume shot up 13 percent, far outpacing the overall sales growth of about 3 percent in the carbonated soft-drink segment.
Industry experts have contributed Mountain Dew’s stellar growth to its far-sighted promotional strategy and a consistent promotional message that has changed with the times without radical shifts in positioning. The image that Mountain Dew has portrayed over the years in its advertising is a tight link between thirst quenching and teens having an outrageous time with the brand outdoors. Although Pepsi has made subtle changes to contemporize the brand over the last twenty years, it has not deviated far from its core market of fun-loving, high-energy teens.
Mountain Dew’s advertising shows why the soft drink is the most popular brand among teenagers and college kids. Dedicating about $40 million a year in media advertising, Mountain Dew spots feature hip-looking youths watching or participating in daredevil stunts and extreme sports. Mountain Dew ads have been wildly popular with teen-agers and young adults, with 31 percent giving the ads high popularity marks. One such television ad shows a teenage boy and a teenage girl skysurfing off opposite mountains, meeting in mid-air to share a Mountain Dew. The girl seductively whispers in the boy’s ear, “Let’s be friends,” as she pulls the cord on his parachute while swiping his Mountain Dew. Two other popular spots feature Olympic Gold Medal track star Michael Johnson in a spoof on time travel and a boy and a girl snowboarding to a tune from the musical West Side Story. Both spots use the theme: “Do the Dew.”
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