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Branding

BM: CASE 3: A NEW MORNING FOR MOUNTAIN DEW


Mountain Dew was launched in 1969. PepsiCo initially marketed Mountain Dew with the countrified tag line “Yahoo Mountain Dew! It will tickle your innards”. Since then, the drink has outgrown its provincial roots. After an unsuccessful attempt in the early 1980s to bring urban teenage drinkers to the brand by advertising on MTV, the company switched its focus to using outdoor action scenes in its ads.

In the late 1980s, Mountain Dew posted double-digit annual volume increases. This phenomenal growth continued thro’ the 1990s and Mountain Dew was the fastest-growing major soft drink in the US for much of the decade. The brand’s aggressive pursuit of young soda drinkers aided Mountain Dew’s market share rise from 2.7% in 1980 to 7.2% in 2000, the year Mountain Dew briefly passed Diet Coke to become the number 3 soft drink in terms of market share.

Mountain Dew updated its outdoor image in the 1990s by using extreme......


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Approximate Word Count: 491
Approximate Pages: 2 (250 words per double-spaced page)

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