Objectives & Challenges
Despite being a neon-coloured drink amid a hegemony of black, white and orange, Mountain Dew's stature is perhaps best indicated by the fact that it is the biggest revenue contributor to PepsiCo India's CSD portfolio. However, while this overcoming-unreal-odds narrative made Mountain Dew India's 3rd largest CSD brand, there was only one glitch. 57% of the brand's sales came from India's small towns and villages – a segment which only accounted for 40% of consumption at the category level. This meant that the brand and its narrative was not connecting meaningfully with the urban audience, a fair...