Mountain Dew: Skate Pinball

Soft drinks brand Mountain Dew had set aggressive sales targets for the launch of three new flavours in New Zealand.

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...

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