PepsiCo puts 6m into Mountain Dew launch

PepsiCo is launching US high-energy soft drink Mountain Dew in the UK this month with a 6m ad campaign through Abbott Mead Vickers. BBDO.

As exclusively revealed in Marketing Week (October 27 1995), the soft drinks giant planned the UK launch after testing the brand in Northern Ireland.

Mountain Dew is a neon-green coloured canned carbonate, which the company claims has “an indescribable, smooth taste” and gives consumers a “caffeine kick”.

In the US it is the fastest-growing carbonate, according to the country’s soft drinks research bible Beverage Digest, with annual sales of $2.7bn (1.7bn).

Sources say advertising will break with a series of teasers featuring an abstract picture and slogan.

PepsiCo marketing manager for flavours Soren Mills says: “We are constantly reviewing our products all over the world for their appropriateness.”

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