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“ Mini Campaign”

“ Mini Campaign”. Mountain Dew Client: Pepsi Co. Goal/ Objective. To get consumers to choose Mountain Dew over other beverages for the energy it brings and it’s brand image . Browse list. Background info.

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“ Mini Campaign”

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  1. “Mini Campaign” Mountain Dew Client: Pepsi Co.

  2. Goal/ Objective To get consumers to choose Mountain Dew over other beverages for the energy it brings and it’s brand image.

  3. Browse list Background info. -PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies. -PepsiCo is the leading liquid refreshment beverages (LRB) player in measured channels in the U.S. -PepsiCo is the world’s second‐largest food and beverage business and the global snack leader.

  4. Pepsi Co. What are they about? • “bringing fun and refreshment” • “fun for you”, “good for you”, and “better for you” products • Mission: to be the world's premier consumer products company focused on convenient foods and beverages. • Vision: to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today.” • Committed to achieving business and financial success while leaving a positive imprint on society.

  5. My Product: Mountain Dew • Invented in the 1940s in Tennessee. Pepsi Co. purchased Mountain Dew in 1964. • Introduced by Tip Corporation in 1948. • One of Pepsi Co. billion dollar brands and also one of the top 10 liquid refreshment beverages. • The fastest growing major carbonated soft drink trademark in North America. This was measured by 2011 retail sales.

  6. Creative Concept “DEW all you can DEW” -Refreshing taste that restores the energy to do all you can do. Promote a Rejuvenating lifestyle: 1) Environmental sustainability (ways to be eco-friendly) 2) Active living (ex. Hiking )

  7. Incentive -For every bottle of Mountain Dew bought 25 cents goes to the EPA ( the Environmental Protection Agency ). -Their mission: To protect human health and the environment.

  8. Target Audience: 18-24 Geographically: California and southern boarding states to Louisiana.

  9. Media Planning & Buying -Magazines: Seventeen, Cosmopolitan, Sports Illustrated, and ESPN The Magazine.

  10. Non-traditional media • Social Networking sites: Facebook & Twitter • Text Messages: eco friendly tips & active living tips

  11. Thank you for Listening!

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