Mountain Dew: Inspiring Rural India with Real Heroes and Real Stories
Campaign Details
Brand owner: PepsicoBrand: Mountain DewCountry: IndiaIndustry: Energy Drinks
Executive Summary
Mountain Dew was the fastest growing Carbonated Soft Drink (CSD) in the PepsiCo portfolio. In order to sustain its momentum, it was critical to increase penetration & preference in rural India.
Mountain Dew had a strongly differentiated "Daring" proposition, reinforced over time by advertising featuring the biggest Bollywood celebrities. A new commercial was slated to launch the peak summer season of 2015. However, research revealed that this celebrity-led communication wasn't...