The Mountain Dew Show

In an attempt to battle recent loss in market share to competitors, like Fanta and Sprite, and a seven-year sales decline, Mountain Dew is looking for new audiences to help it maintain its position on top of the market.

Although the brand is America's best-selling non-cola soft drink, its target audience has remained fairly narrow. According to data from multiple sources on Mountain Dew, the majority of its consumers are white, suburban males located the in the Plain and Southeast regions of the United States. Therefore, they need a campaign that can facilitate that new growth in a geographically efficient way. The goal is to achieve revenue growth and solidify domination of the market. The company has chosen to bulk up its media buys and refocus its brand’s messaging to speak to new demographics while still providing a consistent message for its brand’s current advocates.

This new messaging can be seen in Mountain Dew’s most recent ad campaign. Focused on the slogan, “This is How We Dew”, the new advertisements use a crew of celebrities ranging from rapper Mac Miller to pro skateboarder Paul Rodriguez to speak to potential consumers. Mountain Dew has developed multiple spots, each being narrated by a different celebrity.  The company will air each celebrity’s commercial in a region of the country best suited to the celebrity’s niche. For example, commercials voiced by Lil’ Wayne will be focused on potential consumers in the LA market — whereas Jason Aldean’s ads will be aired in Nashville. This is exactly what they needed to capture these new audiences.

Here's two of the spots, Mentioned above. 

By effectively reaching these audiences, in a way that is consistent with their past messages, Mountain Dew hopes to spread across the country. How effective it will be, can only be measured in time. However, in my humblest of opinions, they are headed in the right direction. Creating messages for specific geographical areas is a really cool and effective way to direct specific messaging at a specific audience. This type of messaging/campaign will be seen more and more in our new global marketplace. Mountain Dew has got a good one here, I'll be keeping my eyes peeled for more companies using similar messaging techniques.

Smart move Dew. Smart move.