Tag Archives: Mountain Dew

Mountain Dew Kickstarts the Morning!


Mountain Dew wants to energize us – especially in the morning hours. The soft drink product from PepsiCo company has long been known for its high energy commercials and sweet taste, and now it is launching a new soda geared specifically to the morning crowd.

The company’s loyal fans have long mixed Mountain Dew citrus soda with juices for unofficial morning pick-me-ups. And this past summer, Taco Bell introduced a blended Mountain Dew and Tropicana orange juice drink to go along with the company’s new breakfast menu. The new product is on the market now in two different flavors – Orange Citrus and Fruit Punch. Kickstart has 5% fruit juice with a large helping of caffeine and has only 80 calories.

The integrated campaign will include television, radio, product placement, social media, and a five-month sampling tour to give away more than 2 million units of the new beverage. Using a theme of “Dawn Patrol” linked to social media tactics, the product is “for all those who get after it early and often. The first ones to the surf spot. The ones leaving fresh tracks down the mountain. For every one who believes that daylight is a terrible thing to waste. The Dawn Patrol Report is your story.” No more sleeping in during daylight hours!

Group Activities and Discussion Questions:

  1. Start by showing a clip  about the new drink: http://www.youtube.com/watch?v=RU5FJ0n1PVY
  2. Show the Mountain Dew Kickstart commercial on YouTube at http://youtu.be/Nd6U7ktzue8
  3. Poll students – how many drink Mountain Dew now? When do they drink it? Do they mix it with other flavors or drinks? What is their reaction to the new drink?
  4. Bring up the product’s Web site: http://www.mtndewkickstart.com. What are the elements and messages?
  5. Discuss the elements of the commercial: target market, key message, appeal (emotional vs. rational), elements of the advertising campaign.
  6. How will this new product compete with other soft drinks and energy drinks?

Source:  Ad Age Daily, 2/12/13

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Burton and Mountain Dew Join Forces for Sustainable Outerwear



Quick – what can you make out of old Mountain Dew bottles? Stumped? Sustainable and environmental-friendly products have a brand new look this winter thanks to Burton Snowboards and Mountain Dew. The two companies are joining forces to launch the Green Mountain Project, a new clothing collection using sustainable fabric manufactured from recycled plastic bottles.

The new generation fabric is manufactured by transforming recycled bottles into pellets that are spun into yarn and woven throughout the fabric used to create the Green Mountain Project’s outerwear collection. The outwear clothing collection will include eco-friendly jackets and pants made from blended materials which have a lower environmental impact. Apparel will be available for both women and men.

Burton claims the recycled fabric will perform well on snow; it meets the company’s high-quality standards for outerwear and helps reduce its environmental impact. The partnership helps both companies with efforts in sustainability and recycling. So when you see a snowboarder shredding the slopes this winter, check out the good looking, sustainable gear he or she is wearing.

Group Activities and Discussion Questions:

1. Discuss the implication of environmentally-friendly products for marketing.
2. Show the videos:
3. How can companies team up in the manner of Burton and Mountain Dew? What other initiatives might the two companies collaborate on?
4. How will this initiative appeal to the target market of Burton and Mountain Dew? What messages should be emphasized?
5. Have students look up information about the project on the companies’ Web sites:

Source:  Brandchannel.com, 11/19/12

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