Mountain Dew – Creating a high energy brand

Mountain Dew are trying very hard to create a position in the market for their version of a lifestyle energy drink. I’m sure none of their target audience actually need the extra burst of energy, but they are at least carving out a very clear position when you look at them against the likes of Red Bull, Monster Energy and more recently, No fear.  Mountain Dew is owned by PepsiCo, so they have the budgets to do great stuff, but I still love the energy in these films.

The position they have created is less serious than Red Bull, it just has more energy. Red Bull has gone super high budget and from research I’ve read they are more appealing to the parents than the cool kids. Interestingly they are offering the chance to get involved yourself, which has to be a great strand for future competitions.

Good work PepsiCo.

Mountain-Dew-logo

If you want an actual but quite alternative review of the six favours of Mountain Dew, then look no further than the brilliant review by a chap from Arkensaw called Patrick. My particular favourite is when he mixes them all together and then describes the flavour as ‘Just like I remember it. Just like Diabetes’

Thanks for sending me the links to my very talented colleague Ben Bradley.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s