Mountain Dew: DEWmocracy
Agency: BBDO TorontoClient: PepsiCo Beverages Canada
Section I — Basic information
Business Results Period (Consecutive Months): April 1 – June 1 2013
Start of Advertising/Communication Effort: April 1st, 2013
Base Period as a Benchmark: 2012 (entire year)
Section II — Situation analysis
a) Overall assessment
After a decade of declining growth, in 2012 we successfully put Mountain Dew back on the consideration list of young Canadian millennials with a bold TV spot, new packaging, sampling and a launch event. We launched on Facebook with a Canadian fan page and gained a...