Mountain Dew is an original carbonated soft drink with distinct citrus flavor in a bright green bottle. This product is known worldwide as it is manufactured and distributed by PepsiCo Company. The beverage is destined for youth audiences. As in 1999, Mountain De became the third-largest carbonated soft drink, many advertisers were striving to keep the positions of the beverage thus devising a new image and target audience and considering the lifestyle of people. Later, the situation became critical due to the emergence of non-carbonated soft beverages that attracted a great number of teens. In that regard, the senior management and advertising team were concerned with the advertising campaign of the product and its positions. To resist the growing popularity of the non-carbonated soft drink, BBDO and Bruce’s team focused on the new packaging policy introduction.
In order to increase the popularity of the product, the promotion campaign of Mountain Dew applied different methods of advertising. Hence, Bruce and Cassar attempted to introduce the cultural elements to the drink such as music, sport, and lifestyle. Initially, the drink is planned to be destined for rural teens so that Dew Mountain was known as the drink for country people. The advertisers were striving to follow the latest tendencies in music and apply them to the brand name. Further, Mountain Dew was more oriented on the sports event so that the ads team adjusted to the new sportive environment.
PepsiCo attempted in inventing the new flavors presented by Diet Mountain Dew. The limited distribution was also concentrated in the rural areas in order to increase the demand. It is no wonder that innovated product was a great success due to the consistent and rather purposeful strategy of Bill Bruce.
The Super Bowl presentation provided considerable changes to the advertising, improved retail sales, and increased the popularity of the product. The original TV ads that appeared on the music channels and TV programs for teenagers had a great success thus attracting a great deal of attention. Hence, the advertisements expanded the appeal of mountain Dew and broadened the target audience among the present users. The new bottle was designed predominantly for males 18 years old who are ready to face challenges and adventures. To my mind, the name perfectly suits the objectives and the target of potential buyers. As, initially, Super Bowl, is associated with great sports events, it was in high demand among sports celebrities and fans.
Super Bowl advertising became the new stage of Mountain Dew development as it was oriented toward a diverse audience. The news campaign made the product more competitive and demanding. As a result, the increasing sales provided the advertising teams with the new incentives and desire to work further. They proved that using one of four P’s in marketing properly could greatly influence the other three ones.
From my point of view, communication is an inherent component of the successful promotion of the product. The care for demographic profile and the changes in society is of great significance since they stipulate the basis for the advertisement devising. The creation of the Mountain Dew brand was also encouraged by new communication strategies. However, the fact that Dew’s communication objective underwent minor alterations, helped to preserve the existed image and popularity.
References
Marketing, marketing in the 21st century, 11th edition, by Joel R. Evans/Barry Berman.