Schweppes to take on Pepsi in teen drinks

Cadbury Schweppes is taking on Pepsi’s “alternative” soft drink Mountain Dew with the launch of a rival called Raging Hog.

Like Mountain Dew, Raging Hog is a neon green colour. It is sold in luminous pink cans and is available in a range of fruit flavours, including lemon. The drink is being marketed by Coca-Cola Schweppes Beverages.

“There is room in the teenage soft drink market for something fairly anarchic and that’s what Raging Hog is about. The sector has performed well in the US and we feel we could do the same here. There’s certainly room for carbonated soft drinks which are not red, white or blue,” says Dominic Lowe, vice president of marketing at Schweppes.

Lowe says the drink is being launched gradually in the UK market and has been available for the past month in Scotland.

Pepsi rival Mountain Dew was launched earlier this year in the UK backed by a 6m TV campaign. The brand has been available in the US for years, where it now sells about 3 billion litres annually and is the leading non-cola carbonated soft drink.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here