Mountain Dew: Inspiring rural India with real heroes and real stories

This case study shows how Mountain Dew, a carbonated drinks brand, increased brand awareness and preference by using real live Indian heroes to promote its brand philosophy.

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...

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