PepsiCo, Inc.: Do The Dew campaign
Robert SchnakenbergOVERVIEW
Mountain Dew, a lemon-lime flavored, highly caffeinated soft drink, became a prominent national brand for PepsiCo, Inc., in the 1980s, posting double-digit annual sales increases. Many observers expected the brand's growth to level off in the next decade, but Mountain Dew continued to grow. Its annual volume increased at least 10 percent every year between 1993 and 1995, surpassing even Diet Pepsi as the parent company's second-highest seller. By 1996 the citrus drink had displaced Dr Pepper as the top-selling noncola product in the United States. In 1997 the brand released...