Mountain Dew: DEWmocracy

This case study describes a social media led campaign by Mountain Dew, the soft drink brand, which targeted males aged 16-24 in Canada.

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...

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