Mountain Dew’s three-tiered content strategy

Reed Karaim

Examines how Mountain Dew, the soft-drink brand owned by PepsiCo, approaches content marketing.

Mountain Dew, the multibillion-dollar soft-drink brand owned by PepsiCo, has created a global identity as the go-to beverage for fans of unconventional free-form sports such as skateboarding or, in one of its newer campaigns, "drone hunting."

But behind Mountain Dew's anything-goes image is a carefully conceived content marketing strategy that relies on a few key concepts to build brand equity worldwide, Manos Spanos, its Senior Director/Brand Marketing, told delegates at the Association of National Advertiser's (ANA) 2017 Digital & Social Media Conference.

"When we started this journey about two-and-a-half years ago," Spanos reported, "we had three very basic objectives":

  • Develop...

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