Mountain Dew’s sales skews toward young whites — a declining demographic. While the brand sells well in the southeastern part of the United States, it doesn’t do as well in other parts of the country — or in major cities. One of PepsiCo’s major brands (accounting for 20% of its sales), for growth Mountain Dew has targeted blacks and Latinos with new advertising and products (see “Mountain Dew Wants Some Street Cred” Bloomberg Businessweek, April 26, 2012).
Read the article, check out one of ads in the new “This is How We Dew” campaign below. What else could Mountain Dew could do to appeal to these new target markets? Think about all 4 Ps.