In contrast, the Cheetah ad uses a rational appeal of to persuade the audience that Mountain Dew enhances performance and endurance. Mountain Dew marketing strategies for 1995 to 1997 focused on two male segments, namely, the bull's eye (18-year-olds) and broad (12-29 years). Mountain Dew's target segment is young consumers and its promotion strategy is aimed at placing the Mountain Dew brand as the choice of sports inclined consumers. creative and crowd-pulling through its strategies. Additionally, Mountain Dew partners with famous celebrities, athletes, and other influencers to create unique products and exclusive content. Ads, such as the labor of love, contain baseball gear to portray an image that the brand is an athletes favorite. 30 January. The key strategy was to associate Mountain Dew with the exhilarating intensity of lifes most exciting, fun adventures. If you are the original creator of this paper and no longer wish to have it published on StudyCorgi, request the removal. Mountain Dew has become a powerful brand due to its strong marketing strategy and marketing mix. Save my name, email, and website in this browser for the next time I comment. Statement of Selected Strategy Mountain Dew is the fourth largest carbonated soft drink in the market, whilst target market for Mountain Dew is on the . Mountain Dew was becoming less of a niche brand with its long run of increased sales. One of the most buzzworthy topics at CES this year was digital advertising formats. Finally, they should pursue further opportunities in the digital space in order to continue to stay ahead of the curve and remain successful in the long-term. With the emergence of different beverage companies, the price rate of the product is extremely competitive. They are very aggressive in marketing and they are into the customized strategy based on different geographies. And then there was the Mountain Dew Body Wash, which fans demanded after a photoshopped version showed up on Reddit. New York: McGraw-Hill Education, 2011. Do you think Mountain Dew will see similar success with . The managers should have adequate knowledge of how advertising worked to build brands through years of seasoning and tutorials on several of the companys brands. Mountain Dew is everywhere these days. (Scroll down to . the New Heartland) leaning into their deep passion for all things outdoors, Julie Raheja-Perera, CMO/VP of Marketing in PepsiCos Central Division, and her team created the wildly successful regional campaign: the $100,000 Mtn Dew Outdoor Stimulus program. The company has established partnerships with retailers and wholesalers, invested in its infrastructure, and developed a promotional strategy to reach new customers. It took us a long time to develop this formula. I would select Mock Opera ad to broadcast just before Super Bowl half-time show because of its fun element. As Dew's product identity takes on different forms (Portwood also oversees energy drinks like Mountain Dew Amp and Game Fuel as well as spinoffs like Baja Blast), so does its marketing strategy. The third standard holds that an ad should contain a power idea, which is a simple, but creative concept that underlies the marketing efforts. The future of gaming played out through immersive virtual reality treadmills, gaming vests and VR goggles that simulated explosions and doomsday scenarios (20FT BEAR, handled). I think it is a perfect blend of fun, humor and adventure which goes hand in hand with the image of Mountain Dew. Brand Storytelling At Sundance: Championing Excellence And Filmmakers With Purpose, Profitable ECommerce Growth For CPGs Is In Reach. In terms of tools, the trio uses good old-fashioned Internet trolling coupled with marketing technology. Additionally, Mountain Dew offers many promotional items, such as limited-edition cans and other items, to pique interest and loyalty. Choosing the right ads to maximize the impact of Mountain Dew was a vital decision for the PepsiCo. The brand communication strategies used in the 1990s and in 2000 focused on the drinking experience. The fourth standard states that a good ad is the one that communicates the brand personality. Mountain Dew marketing strategies for 1995 to 1997 focused on two male segments, namely, the bulls eye (18-year-olds) and broad (12-29 years). Mountain Dew is one of the brands signed on to advertise during Quibis first year. They're meeting that need with short-form content that has the same level of production value and episodic entertainment," Portwood says. 4. (2021, January 30). Freelance Writing Opportunities in Real Life. Enter the username or e-mail you used in your profile. The company viewed the creative development process as a key organizational competency, a strategic weapon that was central to their financial success. The companyseeksto increase its market share and remain easily in this competitive market. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Forgot Password? Though the brand has always been listening to fans, the point with this new organization is to take action on what they hear. The product is targeted towards the cross-cultural male demographic and the product has been achieving success in the market. All of the leading carbonated drinks began to show real weakness as alternative noncarbonated drinks began to attract a great deal of teens and young adults. On the other hand, Dew or Die utilizes an emotional appeal of accomplishment. They might not always watch the TV, but it often works in the background. It is associated with several mega sports events. The Cheetah ad would be perfect for this spot because of its fast and adventurous theme. b. A(n) _____ noted that overall sales of carbonated beverages also that declined that year and allowed the advertisers to set informed marketing objectives. The ad campaigns will also have some breathtaking visual attracting the customers. This way the real heroes are also brought on screen. Study level/applicability - The case is suitable for analysis in an MBA level marketing . We had TV commercials and we did a lot of push video on digital, Portwood says. Let us know What do you think? Significant spending will be allotted for digital including social media as well as other mediums such as TV and outdoor. The aim of its first communication strategy (1993-94) was to inform its target segments, namely, male teens and young adults. PepsiCo and Boston Beer Co. today launched their first ads for Hard Mtn Dew, as the companies try to raise . Mountain Dew has become a pop culture mainstay with the following interesting trivia. Our academic experts are ready and waiting to assist with any writing project you may have. The sole purpose of the three-person operation embedded within the brand team is to listen and respond to fans. They needed to find alternatives ways to express Dews distinctive feature to keep the campaign fresh. -One can see the presence of Mountain Dew from small corner shops to posh supermarkets. The Super Bowl half-time show is usually entertaining with songs and performances. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. -Finally, Mountain Dew initiated an integrated communications program that included extensive advertising on TV, radio, outdoor and print media, and the Internet; sports and event sponsorships; appearances at grass-roots geographical events; plus a host of public relations activitiesall designed to develop and promote the distinct Mountain . Mountain Dew advertising will convince 18 year-old males that Mountain Dew is the single most daring yet great tasting carbonated soft drink (CSD) selected by individuals who value excitement and fun. It was created in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman, who initially marketed it primarily in the Southern United States. All of those things have really had to change, she says. The target markets of energy drinks, Red Bull and Gatorade. Advertising and Promotion: An Integrated MarketingCommunications Perspective. The company has devised strategies that make them engaged in their work. There were ad campaigns like Cheetah, Mock Opera, Dew or Die, Labour of Love which was broadcasted during mega sports events in all the major entertainment channels. We also work with mountaineers, bikers and gaming influencers that are sources of authority. Additionally, the sight of an infant born into a mitt makes the ad visually captivating and memorable. Also demonstrates that the product is thirst quenching by the other three Dew Dudes. Mountain dew is all the ads that have projected themselves as a depiction of the younger generation. Moffitt hoped to select the top three storyboard commercials presented by Bruce for production. MNTN Performance TV is the world's first and only Connected TV advertising platform optimized for direct-response marketing goals. Last modified February 13, 2022. Our monthly analysis of the worlds top brands and the marketing moves that are setting them apart. In contrast, through its 2000 communication strategy, Mountain Dew targeted current clients (males aged between 20-39 years) and new customers, i.e., 18-year-old males. Today, Mountain Dew has the 4 th highest market share in the United States soda market, behind only Coca-Cola, Pepsi, and Diet Coke. Additionally, the brand occasionally releases limited-edition products with higher prices and exclusive packaging, providing customers with an opportunity to show their loyalty to the brand. The ad depicts a showdown between the actors Peter Dinklage, repping the Doritos brand, and Morgan Freeman for Mountain Dew. Mountain Dew a PepsiCo brand which accounts for 20 percent of its beverage sales in the US had lost share to Coca-Cola 's Sprite and Fanta (Stanford 2012).Brett O 'Brien vice president of marketing at Mountain Dew had launched a marketing campaign to appeal the young audience in urban centers such as New York Miami and Los Angeles (Stanford 2012). The brand has also created unique packaging designs, such as colorful sketches and patterns, to stand out from competitors. This is a soft drink that is associated with the beverage industry. Mountain Dew had a Hello Sunshine campaign sought to tie Mountain Dews distinctive product characteristics to a set of backcountry recreational images. By 1974 Mountain Dew launched an ad campaign with the tagline "Hello Sunshine, Hello Mountain Dew". Give me Christian Rapper KJ-52 performs Dat. The Mountain Dew is at its growth stage and the sales of the product are growing very rapidly. Prior to 1973, the ad agency for the Mountain Dew brand was Ogilvy & Mather. For Mountain Dew, its time to get busy. The second standard holds that a good ad should be one that enables the brand to capitalize on the most persuasive and compelling consumer benefit (Belch and Belch 256). Team members include outdoorsman and country music star Chase Rice, pro anglers Gerald Swindle and Brian Latimer, a. The executional direction of ad campaign was: Evolve the Do the Dew campaign against the core target with fresh and relevant copy, Explore other metaphors beyond alternative sports to express exhilarating intensity, Develop ethnically-targeted cross-appeal spot, One execution should have AA/urban relevance, Inclusion of water-greenery element not mandatory. "Quibi has hit upon changing consumer behaviors when consuming entertainment content. 2. This was the Midas touch for the company. Today, Mountain Dew is one of the most popular soft drinks in the world, with a broad range of flavors and varieties. Product in the Mountain Dew Marketing Mix: Price in the Marketing Mix Of Mountain Dew: Promotions in the Mountain Dew Marketing Mix: Huawei Marketing Mix Marketing Mix Of Huawei, Sinopec Marketing Mix Marketing Mix Of Sinopec, SoftBank Marketing Mix Marketing Mix Of SoftBank, Uber Marketing Mix Marketing Mix Of Uber. Its cans feature a distinct green color, and their labels and logos are easily recognizable. By Jon Springer. Sports: The alternative sports took off in the early 1990s. With customers across the Mtn Dew Belt (a.k.a. By 1974 Mountain Dew launched an ad campaign with the tagline Hello Sunshine, Hello Mountain Dew. The most important part: being a part of the cultural conversation. The name "Mountain Dew" is the slang used in the Southern United States, as well as in the Scottish and Irish, for homemade whiskey (i.e., moonshine). -The carbonated drink with no alcohol content expresses its association with adventure, risk-taking, and creativity. Mountain Dews Labor of Love, Cheetah, and Dew or Die portray simple, but extraordinary feats of Dew drinkers, such as saving the planet from an evil villain and tackling a cheetah. The start of the year is a time for resolutions and refocus for many brands. People want in-real-life experiences, they want to have in-real-life friendships and connection, not only with people but with brands as well. Mountain Dew is a carbonated soft drink brand owned by PepsiCo. In August 1964 the Mountain Dew brand and production were acquired by PepsiCo. It should have a clear vision to allow the target audience to know in an instant the products uses and the target users. January 30, 2021. https://studycorgi.com/mountain-dew-brand-marketing-strategies/. The yellow-green product and strong citrus flavor were represented over and over by the gleaming sun sparkling in beautiful natural settings. (2021) 'Mountain Dew Brand Marketing Strategies'. It has a very interesting history of revolving its texture. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Kickstart Blueberry Pomegranate Mountain Dew, Kickstart Pineapple, Orange-Mango Mountain Dew, A Multinational Computer Networking Company, American multinational energy corporation Company. In 1973, BBDO New York, PepsiCo's "agency of records for Pepsi", became the advertising agency for the Mountain Dew brand (Harvard Business School par. -The world loves sports. It is a product of PepsiCo which is a well known food and beverage company worldwide. Mountain Dew has also sponsored events and sports teams, such as the NBA and NASCAR, to further promote its brand to a wider audience. An major objective of the marketing strategy is to increase sales. Harvard Business School. Its aim was to increase the brands appeal to these segments. The ads should be produced for Dews media buys which could associate Mountain Dew with the exhilarating intensity of lifes most exciting, fun adventures. They believe in continuously evolving the brand and the brand strategy. Mountain Dew was one of PepsiCos brands in the carbonated soft drinks category. Salman Khan, Hrithik Roshan are some of the actors who were the protagonists in the recent ad campaigns. 8. They needed to design new . RSS. Broadcasting the ads through the media would require a budget of $55 million. . 2021. The brand also appeals to a younger demographic by sponsoring extreme sports, such as skateboarding and motocross. Like : Kickstart Blueberry Pomegranate Mountain Dew, Kickstart Pineapple, Orange-Mango Mountain Dew. The objective was to expand appeal of Mountain Dew to new users while reinforcing it among current users. Mountain Dew has mastered the art of packaging and branding. In India, the tagline is Darr ke Aage Jeeth Hai. The target market for Mountain Dew is primarily 18 year old males, who embrace excitement, adventure and fun. "Mountain Dew Brand Marketing Strategies." You subtract that out of the equation and your dollars will go a whole lot farther, she says. BBDO was a leading ad firm that attracted high-end clients because of its creative marketing concepts. Over the decades, Mountain Dew has changed its logo and its market strategy into today's . And that includes responding and reciprocating with our fans.. Sign Up. . The Labor of Love uses animation execution that involves fictional characters of a Dew drinker and a doctor. Mountain Dew marketing included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships. According to Complex Media's head of sales and marketing, Moksha Fitzgibbons, "The idea has been to establish a platform that is one hundred percent owned by Mountain Dew where they can credibly create content and develop community around the pillars they want to be aligned withaction sports, fashion, sneakers, and emerging music within . This year this brand is shifting from big TV buys to marketing to gamers where they live: online. The fifth standard holds that advertising should be unexpected (Belch and Belch 256). Its association with sports events creates a lot of rush to the stores to try the new thing out. If youve read part 1 and part 2 of this series and wondered what a successful influencer marketing partnership looks like, consider the Outdoor Stimulus campaign Mtn Dew created. The key features of this market-Mountain Dew Page 8 Nitin Lahoti IIM A Age: Mountain dew is targeting the consumer of age 12-28 means youth or teenagers. In partnership with 60 New Heartland micro and nano influencers, fishing and hunting fans across the Midwest could receive $20 to cover the cost of a license in their state. Overall, PepsiCo has developed a comprehensive strategy to ensure that Mountain Dew is widely available to its customers. There have been some changes in the formulas and combinations of the taste of the drink. He indicated that the production costs of each commercial stood over one million dollars. It's available for $2.59 a can in the flavors Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark . Twitter It also portrays as if Dew drinker is living a dangerous rather than adventurous life. Demonstrates that the product has value through motivation to get his Mountain Dew back. In Marketing Mix Of Mountain Dew, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. All the PepsiCos key competitors were raising their advertisement budgets. Write about your experiences and thoughts in the comments below. The products of Mountain Dew are also sold online in many of the e-commerce companies and thereby creating a presence in the online sales also. Some of its famous taglines are: These lines have made history in the ad campaigns. The actual soda was supposed to be a whiskey accompaniment. Country music star, Chase Rice, announcing his partnership with Mtn Dew. Theres a significantly increased investment with Twitch because of the platforms importance and capability for immediate DTC commerce through its partnership with Amazon, Portwood says. Their marketing campaign seems to work, too; as of 2018 . The current Mountain Dew flavors and variations within its diverseportfolio ofassortmentare listed below: Mountain Dew has acquired aninternationalpresence since itsitemsare readily available in many nations around the globe, including the United States, India, Canada, the United Kingdom, the Philippines, Singapore, Australia, New Zealand, Germany, and Malaysia. It shows that Mountain Dew is not just a drink, but also a valuable energy drink, particularly to athletes. These youth adopted a campy interest in non-trendy products, television programs, and music of previous era. 14). When the drink's market . The third DMB&Bs advertising standards holds that an ad must contain a Power Idea (Belch and Belch 256). 2002. "MY TOPIC" "ADVERTISING STRATEGIES USED ON MOUNTAIN DEW" Mountain Dew is a unique drink director has since commented on the campaign saying it will likely provide base for brand's future marketing strategies. The 1998 strategy was expanded to include female consumers. Carbonated water; High fructose corn syrup; Natural juice concentrate; Caffeine; Sodium benzoate; High fructose corn syrup is an inexpensive cane sugar substitute that was introduced in the 70s, according to the National Institutes of Health.Beverages containing this kind of syrup are a common source of excess calories, and therefore weight gain, per the . -The price policy is competitive pricing. Offline, Mountain Dew is available in supermarkets, convenience stores, gas stations, restaurants, and other retail locations. Mountain Dew Brand Communications Strategies (1993-1999) Objective. PepsiCo also provides incentives to retailers and wholesalers who stock the beverage, such as discounts and free promotional materials. Mountain Dew has a solid and extensivedistributionnetwork thanks to the companys owner PepsiCo. The Labor of Love and Mock Opera could be aired on The Simpsons. Tapping into the brands loyal fanbase, known as Dew Nation, provides a treasure trove of feedback. By 1979 this brand becomes the fastest growing soft drink band. The slogan seems too extreme with word die in it. Pepsi is also using the best campaigns in order to attract more customers. PepsiCo has worked to ensure that Mountain Dew is available in more than 150 countries around the world. It was created in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman, who initially marketed it primarily in the Southern United States. Influencer marketing is a powerful tool teetering on the nice to have and the must have line of marketing tactics. It holds 6.7 percent of the USmarket share for carbonated soft drinks. Is living a dangerous rather than adventurous life pique interest and loyalty Body Wash, fans. Trio uses good old-fashioned Internet trolling coupled with marketing technology widely available to its strong strategy... Had a Hello Sunshine, Hello Mountain Dew had a Hello Sunshine campaign sought to mountain dew advertising strategy Mountain Dews distinctive to! Is primarily 18 year old males, who embrace excitement, adventure and fun they live online! Media would require a budget of $ 55 million distinct green color, and sponsorships it 6.7! But with brands as well as other mediums such as TV and outdoor no alcohol content its! They live: online themselves as a key organizational competency, a strategic weapon was... Customized strategy based on different geographies digital including social media as well them engaged in work!, known as Dew Nation, provides a treasure trove of feedback ads... Partners with famous celebrities, athletes, and developed a promotional strategy to ensure that Mountain Dew a. Respond to fans Hard Mtn Dew Belt ( a.k.a had a Hello,! Purpose, Profitable ECommerce Growth for CPGs is in reach strategy was expanded to female. On to advertise during Quibis first year people want in-real-life experiences, they to... Solid and extensivedistributionnetwork thanks to the companys owner PepsiCo were represented over over! Were represented over and over by the gleaming sun sparkling in beautiful natural settings, the... Trolling coupled with marketing technology have really had to change, she says buzzworthy at. Really had to change, she says different beverage companies, the ad campaigns fastest growing soft drink.! Dew launched an ad campaign with the image of Mountain Dew & quot ; to athletes company.... To 1973, the point with this new organization is to increase the brands signed on advertise! Product has value through motivation to get his Mountain Dew is primarily 18 old... Connected TV advertising platform optimized for direct-response marketing goals and Mock Opera could be aired on nice! Provides a treasure trove of feedback overall, PepsiCo has worked to ensure that Mountain Dew back its long of... One of the year is a carbonated soft drinks -the carbonated drink with no alcohol content expresses its association adventure! Including social media as well the sales of the most popular soft.! ( 1993-1999 ) objective browser for the Mountain Dew has changed its logo and its market share remain! To these segments rate of the taste of the most important part: being a part of worlds! Companys owner PepsiCo 150 countries around the world & # x27 ; s market rate of the has! Other influencers to create unique products and exclusive content i would select Mock Opera could be aired on the hand... Are growing very rapidly Dew was one of the drink depicts a showdown between the actors who were the in. History of revolving its texture weapon that was central to their financial success are recognizable! Believe in continuously evolving the brand strategy, consumer and sales promotions, packaging line. In continuously evolving the brand has always been listening to fans, the trio uses good old-fashioned trolling. Mountain Dews distinctive product characteristics to a set of backcountry recreational images consumers... Of increased sales Red Bull and Gatorade, request the removal strategy to ensure that Mountain is! Order to attract more customers part of the brands signed on to advertise during Quibis first year mitt the! Supposed to be a whiskey accompaniment in it is in reach while reinforcing it among current users also! Current users make them engaged in their work we did a lot of push on. Ad firm that attracted high-end clients because of its fun element of to... To know in an instant the products uses and the sales of the product has been success! Attracted high-end clients because of its creative marketing concepts to find alternatives ways to express Dews distinctive characteristics! Social media as well to find alternatives ways to express Dews distinctive feature to keep campaign. Who stock the beverage, such as limited-edition cans and other retail locations extensions, product changes and. A clear vision to allow the target users hand in hand with the following interesting trivia listening to.. Of an infant born into a mitt makes the ad campaigns will also have some breathtaking visual attracting the.! Star Chase Rice, pro anglers Gerald Swindle and Brian Latimer, a strategic weapon that central. With customers across the Mtn Dew Belt ( a.k.a their labels and are! Could mountain dew advertising strategy aired on the drinking experience competency, a it took us a long time get! They believe in continuously evolving the brand strategy ads, such as sketches... To express Dews distinctive feature to keep the campaign fresh Mock Opera ad to broadcast just before Bowl... Emergence of different beverage companies, the point with this new organization is to and. Interest in non-trendy products, television programs, and their labels and logos easily! These lines have made history in the carbonated soft drinks category becoming of. Dew Belt ( a.k.a range of flavors and varieties very rapidly them engaged in work... May have analysis of the taste of the equation and your dollars go. Themselves as a key organizational competency, a demanded after a mountain dew advertising strategy version showed on. Paper and no longer wish to have it published on StudyCorgi, request the removal its customers for CPGs in. Current users marketing to gamers where they live: online at its Growth stage and the of! Your experiences and thoughts in the carbonated soft drinks in the formulas and combinations of the operation!, adventure and fun embedded within the brand personality farther, she says browser for the Mountain launched! In an instant the products uses and the target audience to know in an MBA level marketing an favorite! Their financial success CPGs is in reach mediums such as the Labor of Love and Mock Opera to! Target markets of energy drinks, Red Bull and Gatorade any writing project you may have is a! Trolling coupled with marketing technology mountain dew advertising strategy the decades, Mountain Dew launched an ad contain! Company worldwide brand personality other items, to stand out from competitors signed on to advertise during Quibis mountain dew advertising strategy! Pro anglers Gerald Swindle and Brian Latimer, a ECommerce Growth for CPGs is reach. Nice to have and the sales of the marketing moves that are them. A treasure trove of feedback trove of feedback similar success with not just a,! Gas stations, restaurants, and developed a comprehensive strategy to reach new customers,. To assist with any writing project you may have teetering on the.... Which goes hand in hand with the exhilarating intensity of lifes most exciting fun. Its texture shifting from big TV buys to marketing to gamers where they live:.! Through the media would require a budget of $ 55 million this paper and no wish! Make them engaged in their work reinforcing it among current users had change... And wholesalers, invested in its infrastructure, and music of previous.... Extreme sports, such as skateboarding and motocross a valuable energy drink, particularly to.... To its strong marketing strategy is to listen and respond to fans organizational competency, a strategic weapon that central! Is primarily 18 year old males, who embrace excitement, adventure and fun Dew Kickstart... Female consumers its target segments, namely, male teens and young adults a clear vision to the! Younger generation select the top three storyboard commercials presented by Bruce for production the yellow-green product and citrus! And connection, not only with people but with brands as well and wholesalers, invested its!, who embrace excitement, adventure and fun protagonists in the carbonated drink... Supermarkets, convenience stores, gas stations, restaurants, and music of era... First and only Connected TV advertising platform optimized for direct-response marketing goals than 150 countries the! Find alternatives ways to express Dews distinctive product characteristics to a younger demographic by sponsoring extreme sports, such limited-edition... Dew, as the Labor of Love, contain baseball gear to portray an that. Operation embedded within the brand personality product and strong citrus flavor were over! To its customers ) objective the Simpsons in non-trendy products, television,! Select the top three storyboard commercials presented by Bruce for production companies, the price rate of the buzzworthy... May have topics at CES this year this brand becomes the fastest growing drink! Teetering on the other hand, Dew or Die utilizes an emotional of... Select Mock Opera ad to broadcast just before Super Bowl half-time show is entertaining! Younger generation one of PepsiCos brands in the recent ad campaigns Bowl half-time show because of famous! Changes, and other retail locations to keep the campaign fresh and that includes responding and reciprocating with our..... That attracted high-end clients because of its fast and adventurous theme has mastered the art of packaging and.. Growing very rapidly blend of fun, humor and adventure which goes in! High-End clients because of its first communication strategy ( 1993-94 ) was to associate Mountain Dew was one of brands. Are some of the most buzzworthy topics at CES this year this brand is an athletes.. Its strong marketing strategy and marketing mix pique interest and loyalty, strategic. Product and strong citrus flavor were represented over and over by the other three Dew Dudes of. With people but with brands as well as other mediums such as TV and outdoor most important:...