Mountain Dew: Skate Pinball

Colenso BBDO/Proximity

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: New Zealand
Dates program started/ended: May 2011 – August 2011

Product Description:

Mountain Dew is a high energy, fruit soft drinks brand with many flavour variants. With a higher caffeine level than other soft drinks, Mountain Dew is the energy drink of soft drinks.

Advertiser/Client Name: Frucor Beverages NZ Ltd

Strategy

Marketplace challenge:

In 2011, Mountain Dew had three new flavours to launch in New Zealand.

The client hoped these new variants would change Mountain Dew's fortunes. 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.

The brand was also in poor 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.