Mountain Dew Canada: The Wrecking Ball of Dew
BBDO Canada Corp.
Section I — Basic information
Business Results Period (Consecutive Months): March 2012 – June 2012
Start of Advertising/Communication Effort: March 11, 2012
Base Period as a Benchmark: January 2011- February 2012
Section II — Situation analysis
a) Overall Assessment
Prior to 2012, sales of carbonated soft drinks (CSDs) in Canada have been declining at a rate of 8% a year. Much of this reflects a new generation of drinkers gravitating to alternatives like enhanced waters and energy drinks. PepsiCo needed to get their portfolio back to...