StudentShare solutions
Triangle menu

Mountain Dew - Essay Example

Not dowloaded yet
Later named 'Gran'Pappy', he soon became a popular icon in bars, and appeared on several Mountain Dew products and merchandise, lasting for several more decades.
In the 1950's the Tip Corporation, the owners of the Mountain Dew brand, distributed the drink all over the Eastern Seaboard. Several bottlers manufactured and distributed Dew, in two different sizes costing 5 and 15 cents respectively, complete with the then-famous label featuring Gran'Pappy the Hillbilly shooting at a man running out of an outhouse.
Drowning despite Dew's strong sales, Tip approached Pepsi-Cola in the early 1960's to sell the Mountain Dew brand. However, the product was in direct competition with Pepsi's own lemon-flavored drink- Teem. So, the owners went back to the drawing board- they reduced the amount of carbonation and added more sugar and caffeine, as well as mixing in enough orange juice to remove it from the "lemon-lime soda" category. Thus, Mountain Dew as we know it was born, and Pepsi bought Dew's new brew on September 2nd, 1964.
The revamping of Mountain dew as a brand was awarded to BBDO, a global advertising agency. The Ad campaigns were targeted on the youth segment that projected Mountain dew as one of the best brands to stick with.
Mountain Dew quickly became Pepsi's second best-selling drink (next to Pepsi itself), and a new advertising campaign featured 'Willy "Gran'Pappy" Hillbilly', along with all his yokel kin, encouraging Dew drinkers to "Yahooooo- Drink Mountain Dew! It'll tickle yer innards!" By the early 70's, however, it was clear that Willy the Hillbilly had run out of steam, so Mountain Dew's image was again redesigned, this time appealing to the young outdoors-type. The bottles were changed yet again to reflect this new attitude; and the public got their first glimpse at the now-famous "wavy" logo, which would grace bottles of Mountain Dew to decades to come.
Pepsi has come up low sugar and fat content beverage called "Diet Mountain dew". A Diet Dew was released in 1988; but that was nothing compared to the Dew Revolution of 1990s. It started in 1993, when Pepsi first unveiled its new tagline for Mountain Dew: "Do the Dew". Commercials were produced featuring the 'Dew Dudes', including the award-winning "Been There, Done That" Ad campaign. Mountain Dew was poised to take its place in a new generation branding by sponsoring the first-ever X-Games in 1995. The youth culture embraced the addictive yellow-green potion p. By 195 the sales generated by Mountain Dew was 3billion dollars.4
In 2001, the first-ever Mountain Dew spin-off burst onto the scene- Mountain Dew Code: Red. Combining classic Dew with 'a rush of cherry flavor', it quickly became a hot-seller incold casesacrossAmerica, alongside its older brother. Amp, a Dew-based energy drink, soon followed, and a year later Diet Code: Red was released. The summer of 2003 saw thearrival of the legendary Mountain Dew LiveWire- an orange-twisted Dew variant. It was a hit in its first limited summer release, and returned the next year- along with Mountain Dew: Baja ...Show more

Summary

The history of mountain dew dates back to 1940. Mountain Dew was born in the hills of Tennessee in 1948;Mountain Dewwas originally invented by two brothers, Barney and Ally Hartman at their bottling plant, for use as a mixer with whiskey. Mountain Dew is actually slanged for "moonshine," and the early bottles were even adorned with sketches of a character called Willy the Hillbilly!…
Author : ublick
Mountain Dew essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Mountain Dew"
with a personal 20% discount.
Grab the best paper

Related Essays

Mountain Dew
Pepsi Co has successfully maintained its position globally as a food and beverages company. Much is owed to its advertising campaigns which are focused more on the content and less on the budgets of airing those advertisements in various media.
8 pages (2000 words) Essay
Marketing
the ‘Innovators’ group, highlighting the sense of self-pride, independence, and preference for sophisticated things throughout my ‘dominant’ traits. This particular approach also fits to me since I tend to be ‘enthusiastic’ and ‘self-expressive’ (primary traits) for things that reflect my self-pride, independence, and achievement (i.e.
1 pages (250 words) Essay
AMP ENERGY DRINK
It was primarily subjected to give company's stand against the famous energy drink, Red Bull. This beverage is available in the sizes of 8.4oz, 16oz, and 24oz cans. This drink contains caffeine, ginseng, MDX5, B vitamins, maltodextrin, guarana and taurine.
4 pages (1000 words) Essay
Case Analysis - Mountain Dew:Selecting New Creative
sugar and caffeine, it was successfully marketed through the years to the younger demographic using a combination of high-energy music and extreme sports, as well as celebrity endorsements. The brand did well, particularly with the use of an innovative ad campaign featuring
5 pages (1250 words) Essay
Strategic Marketing
Often the challenging aspect is not just marketing but also to remain truly competitive in the marketplace for long periods,
4 pages (1000 words) Essay
Marketing Profile
It has largest market segment in non carbonated drinks. The major snacks portfolio include Lays, Doritos, Cheetos etc. while Pepsi,
1 pages (250 words) Essay
INTRODUCTION Analysis of Caffeine in Beverages by HPLC
umans by affecting metabolism through the central nervous system to make people more alert with a burst of energy (National Institutes of Health para. 1). It can make a person jittery, have difficulty in sleeping, and causes other effects like dehydration, heart palpitation, and
1 pages (250 words) Essay
REDBULL: What information do you have about the firms competitors Are there different strategic groups in this industry If so, along what dimensions
Sting, brand by Pepsi Co, maintains its alliance with Rockstar, Inc. The monster Beverage Company produces a variety of drinks such as juices, tea and sodas. They also produce the drink branded Monster that is ranked second after Red bull. The company has its products mostly
2 pages (500 words) Essay
Rhetorical Analysis (Ad Critique)
The message could be anything that could range from political speech to advertisement such as the Mountain Dew’s Kickstart advertisement. In the ad, the effective use of pathos or emotional appeal, albeit it used the device of humour, was effective in
2 pages (500 words) Essay
Pepsi co
Later the name of the drink was altered to Pepsi-Cola and by the period of 1902 the company’s name was changed to Pepsi-Cola Company. At first the company did not perform well as was almost bankrupt by the year of 1931
1 pages (250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation