Don’t get so cocky, Red Bull! Mountain Dew always has and always will be chomping at your heels.
PepsiCo’s citrus-flavored soft drink is more than just a beverage. The current slogan of “Do the Dew” emphasizes it is a lifestyle brand that’s been strongly connected to niche markets for more than 20 years.
The brand began in the hills of East Tennessee in the 1940s. In 1993, Mountain Dew began getting a feel for extreme activities, like skydiving and mountain biking.
Jason Belzer wrote in a Forbes article that the brand has focused its sports marketing and sponsorship strategy on just one goal: being synonymous with the extreme.
Just like eating crackerjacks reminds us of baseball, drinking Mountain Dew triggers an association with action sports (fast, exciting, extreme).”
The bridge between rural consumers and young, active consumers was cemented by signing a sponsorship deal during the original X Games in 1995. In 2002, Mountain Dew started the Free Flow Tour, an amateur skateboarding competition. The Dew Action Sports Tour with NBC Sports began in 2005.
Now, the average consumer isn’t going to want to immediately go snowboarding after drinking Mountain Dew, but as Belzer states:
Having a deeply rooted association with pleasant and enjoyable feelings is an incredibly powerful tool that helps drive consumer behavior.”
Mountain Dew is building and strengthening relationships with buyers before and after competitions with movies, music, and online content.
MD Films released First Descent in 2005. The documentary, centered on the rise of snowboarding, was the first motion picture produced by a soft drink company.
The brand released “A Mini Mini-Series” in August 2014. According to the show’s YouTube page, users can watch all eight episodes in just two minutes.
Green Label is the company’s online magazine “featuring the latest stories and emerging trends in skate, music, art, gaming, and more.” Green Label Sound is a record label for emerging artists, which recently launched the Green Label Station on iTunes Radio. Mountain Dew is even sponsoring the “Anything Goes Tour” for the country duo sensation Florida Georgia Line.
The brand is effective in communicating through social media. Instead of buying airtime for a 30-second Super Bowl commercial, the company ran a spot for its new Kickstart line during the pre-game show and then continued the conversation with more than 10 million combined followers on Facebook, Twitter, and Instagram.
Beverage Digest reports Mountain Dew was the third most popular refreshment brand in 2014, and about 20 percent of its consumers are responsible for 70 percent of its volume. As Denise Lee Yohn, a marketing consultant, told the Huffington Post in January:
By focusing on a ‘cult, loyal following,’ Mountain Dew may be better poised than other sodas to survive the health and wellness obsession that has swept the country in recent years.”
Mountain Dew is highly successful in leveraging their sponsorship across brand communications. These niche markets appreciate the attention and are willing to reward the company by opening their wallets.