TITLE

Just Dew it: Green soda poised to pass Diet Coke

AUTHOR(S)
Kramer, Louise
PUB. DATE
August 1999
SOURCE
Advertising Age;8/23/1999, Vol. 70 Issue 35, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on how Pepsi-Cola Co. plans to raise Mountain Dew to the third most popular soft drink in the U.S. as of August 1999. Pepsi-Cola will escalate media spending in 2000 above its current $40 million budget, according to executives familiar with the plans. If Mountain Dew overtakes Diet Coke, it will shift bragging rights as to which beverage giant markets two of the top three soft-drink brands in the U.S. Pepsi's goal is to hike Mountain Dew sales 10% in 2000. To do so, the marketer plans to broaden the brand's appeal to more mainstream consumers.
ACCESSION #
2193567

 

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