Mtn Dew Plans Big Spending Boost Behind Kickstart, Diet Dew
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PepsiCo has a new pitch for soda drinkers: You can now Do the Dew all day long.
The marketer’s Mtn Dew brand is following last year’s successful Kickstart morning beverage launch with new flavors aimed at nighttime consumption. The flavors, called “Energizing” Black Cherry and Limeade, will be backed with a significant marketing investment, including ads that will debut during the Super Bowl pregame show on Fox on Feb. 2, said Greg Lyons, Mtn Dew’s VP for marketing.
Sometimes marketers “move on to the next shiny object and they don’t support things in year two,” he said. But Mtn Dew, he said, is “really leaning into year two on Kickstart and actually going to spend more on Kickstart in year two from a marketing standpoint than we did in year one.”
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