Mountain Dew: Skate Pinball
Colenso BBDO Auckland
Advertiser: Frucor BeveragesBrand: Mountain DewCountry: New Zealand
Objectives
The context
Although a major player globally, Mountain Dew was a tiny business in New Zealand, with years of growth that had fluctuated between negative and single digits.
Not only were sales poor, the brand was also in bad shape. Under a third of young New Zealanders said they'd consider Mountain Dew. Only 22% had tried it. And just 10% said it was a brand they loved.
The strategic challenge
However, in 2011 Mountain Dew decided to launch three new...