Mountain Dew

Mountain Dew

Mountain Dew is the U.S. best-selling non-cola soft drink. It is a carbonated soft drink with no alcohol. PepsiCo is conducting advertising campaign to widen Mountain Dew's appeal with the young Latinos and Blacks. The Company is directing its advertising campaign at the right market segment, differentiating its product from the competition, and communicating the product benefits effectively. However, redesigning of the campaign to incorporate a wider audience through the right communication . Ally and Barney Hartman created Mountain Dew in the 1940s as a lemony soda and spirits mixer (Stanford,2012).Pepsi Cola acquired Mountain Dew in 1964 and has transformed it from its original neon lemon-lime soft-drink to a cutting-edge brand which has grown quicker than the competitors. It is the world's second-largest soda maker (Stanford,2012). Mountain Dew competes with products such as fanta, sprite, coca cola, and Canada Dry extra. Mountain Dew is popular with primarily white consumers in the plain states and the southeast of the United States. According to Stanford (2012), out of the 70 percent of whites who drink soda, 80 percent of them are Dew consumers.
The Company is embarking on advertising campaign to target the young people from 18-24, especially those in the densely populated urban areas such as Los Angeles, New York, and Miami. Mountain Dew's advertising campaigns are directed at the right market segment. The Company is using celebrities like Lil Wayne. The Company communicates the product benefits effectively to its audience through its promotional campaign . It elaborates on the benefit of quenching one's thirst if he or she drinks Mountain Dew. In the advertising, the company shows a link between thirst quenching and teen having fun with the brand outdoors. The ads are very popular with the teen-agers and young adults. The Company also emphasizes on the product's ingredients composition such as sodium, potassium, carbohydrate, dietary fiber and...

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