Davis Thinking“Whudafxup” with the Double Standard?
Monday, June 11, 2007
The truth is I have to give the “Truth” campaign credit for attempting to speak the language of the IM generation. But “Whudafxup” with the double standard?
Tag: Mountain Dew
At Issue } essential reading
Mountain Dew Lets Fans Plan Tour, Events
Jun 28, 2010
Typically, a brand event is at least months in the planning -- or if not, likely requires hyper mode by the agencies handling it. But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city "grassroots" promotion tour that was part of Mountain Dew's year-long "DEWmocracy 2" campaign may point to an alternative worth considering.
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What Mountain Dew Learned from 'DEWmocracy'
Jun 16, 2010
Consumers generated word-of-mouth buzz about the brand, in many cases, without any incentives—something O’Brien sees as being crucial to long-term engagement with fans. In an interview with Brandweek, O’Brien discussed the results of both "DEWmocracy" campaigns, and how, moving forward, social media and crowdsourcing will play a bigger role in the brand’s innovation.
Coke Greenlights Mello Yello Expansion With Retro Look
Jun 14, 2010
Mello Yello, Coca-Cola’s longtime competitor to PepsiCo’s Mountain Dew, is channeling the spirit of 1979 in an attempt to break out of its perennial also-ran status. The new Mello Yello cans, which began appearing on shelves over the last few weeks, hearken back to the brand’s introduction that year with a pair of green- and light-red L’s “strolling off the edge of the can,” as Coke describes it.
Mountain Dew Fans Crowdsource Ad Media Buys
May 25, 2010
Mountain Dew took three new Dew flavors to fans, asking for feedback on placing ad media buys. The move represents the latest in a series of attempts through Dew Labs to turn over the entire product development cycle and marketing process to consumers who love the brand most.
Discussion of the Week: Frank Cooper
May 25, 2010
Ultimately, consumers decide what a brand means to them and how brands become a part of their lives. Elevating a brand to iconic status requires not only a great product, but the advocacy of our most loyal consumers. In addition to making the physical product available at the appropriate places, marketers must make the brand a critical part of their core fans' culture. It is important to study and to become a valuable part of that culture.
Why Mtn Dew Let Skater Dudes Take Control Of Its Marketing
Feb 22, 2010
In mid-2009, Mtn Dew's marketing team decided to test the limits of earned media by moving a marketing budget that represents more than $100 million in sales almost entirely online. It was the second iteration of its "Dewmocracy" campaign, but this time the beverage maker decided to double-down. In the course of more than a year, it would tap its own consumers to build line extensions from the flavor up and delve deeper into online channels to spread the word.
Social Media Marketing: How Pepsi Got It Right
Jan 29, 2010
Social media marketing campaigns are proving to be goldmines rich with customer engagement and insight that companies wouldn’t likely have otherwise. Companies like PepsiCo are going to extensive lengths to foster this type of collaboration with fans, and the payoff has been big. The company’s Mountain Dew division is several stages into its DEWmocracy campaign — a plan to launch a new Mountain Dew flavor with the public’s involvement at all levels of the process, and PepsiCo also just launched the Pepsi Refresh Project on January 13th. Rather than spending money on Super Bowl television ads this year, the company is spending $20 million on a social media campaign.
Coke: Buy 1 Rival, Get Our Brand Free
Mar 8, 2009
In an audacious and quite possibly unprecedented move likely to resonate with recession-weary consumers, Coca-Cola will give away a free sample of its Vault brand to anyone who buys PepsiCo's Mtn Dew.
Dew Voltage Takes Digital Approach
Jan 22, 2009
Mountain Dew is hoping its new berry-flavored drink will be "everywhere" on the Web. This week, the PepsiCo-owned brand debuted its "Voltage everywhere" online push directing Dew fans to Dewmocracyvoltage.com. Here, consumers are rewarded with points for virally spreading the word about the product and interacting with the brand. Points can be redeemed for logoed swag, snowboards, an Xbox 360 and other prizes.
