PepsiCo, Inc.: Code Red campaign
Candice ManciniOVERVIEW
In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew's sales growth had often been in the double digits since the 1970s, by the turn of the century, growth had trickled to around 2 percent. To revive sales Pepsi introduced a bright-red version of the original called Mountain Dew Code Red. The new cherry-flavored beverage was to be marketed in a different direction than the original Dew. While Mountain Dew's target market had...