Mountain Dew Marketing

Wendy Brown

Mountain Dew’s Ad Campaign

Managerial Marketing

Richard Leventhal

February 11, 2013

Mountain Dew’s Ad Campaign

Mountain Dew is one of the top selling drinking products today. It consist of a fresh and crisp citrus flavorful drink. Branded under Pepsi Cola it is a favorite drink of younger white non-hispanic drinkers. “Because of sales declines, PepsiCo is hoping Mountain Dew will catch on in urban centers such as New York, Miami, and Los Angeles just as it has in rural areas such as Nebraska and Kentucky” (Stanford, 2012). To increase sales, Mountain Dew chose to expand their marketing campaign to a new market which consist of younger African Americans and Latinos. This paper will explain my belief on whether Mountain Dew’s campaign was directed to the right market and a proposed redesign of the campaign.

I believe that Mountain Dew’s advertising campaign is directed at the right market. This marketing strategy in my belief should boost their sales and productivity. Mountain Dew identified a gap and structured a new marketing strategy to target a specific market segment. Mountain Dew recognized that marketing to Latinos and Blacks would be opportunities to expand their market which in return would increase sales. Mountain Dew’s drink represents an electrifying and exhilarating feeling. Sports such as skateboarding gives skateboarders that feeling of exhilaration. Mountain Dew wanted to appeal to the urban community so they correlated the thrill of drinking their product to the thrill of skateboarding.

I believe that Mountain Dew has differentiated its product from the competitors. Mountain Dew directed it’s tagline to the urban culture while still appealing to the rural culture. Mountain Dew differentiated its product because they are trying to attract different ethnic groups and backgrounds. In order to attract the other market segments they endorsed popular celebrities to appeal to the different market segments. Even though other...