![]() ![]() These latest release of Mountain Dew Kickstart would not need to fit under a daypart segmentation. A lightly carbonated energy drinks – with juice flavors and coconut water – can be termed as a hydration drink to compete with the Gatorades and Powerades out there. When mixed with Mountain Dew’s caffeinated citrus sodas, these drinks could be positioned as competition to sports drinks. In essence standalone coconut water is meant for hydration and recovery purposes. On an equivalized volume comparison, coconut water contains similar amounts of electrolytes but fewer calories and sodium, making it a strong substitute for the sports drinks marketed toward fitness-oriented consumers. Coconut water was targeted as a healthier alternative to sports drinks like Gatorade and Powerade. The “fit” debate may very well go back to the purpose of coconut water. How do these two drinks fit into the Kickstart portfolio? What is the purpose of this launch? ![]() This makes the latest launch appear off strategy because it’s not geared specifically toward the morning, afternoon, or evening. Their most recent offerings – Pineapple Orange Mango and Strawberry Kiwi – are infused with coconut water (full press release found here), but does not overtly fit an actual drinking occasion. In 2014 they followed on the morning drinks with two more flavors catered toward evening occasions. The Kickstart offshoot started to segment drinks by dayparts in 2013 and brought out two beverages targeting morning consumption. Image courtesy of .įollowing on one of their most successful drink launches in recent memory, Mountain Dew has added two additional offerings under their Kickstart drink portfolio. ![]() In conjunction with the release of the new flavours, Mountain Dew will build upon the It All Starts With a Kick campaign, launching a robust 360° marketing programme including engaging digital and social media, broadcast and out-of-home advertising, merchandising and experiential activations. And, for the first time since 2000, Mountain Dew will return to the Super Bowl with a new television advert that it said was “guaranteed to have fans talking”.Mountain Dew Kickstart’s line-up: Fruit Punch, Orange Citrus, Pineapple Orange Mango, Strawberry Kiwi, Black Cherry, and Limade. Mountain Dew senior vice president of marketing Greg Lyons said: “Since the brand’s introduction in 2013, Mtn Dew Kickstart has been an incredible success – one of our most exciting innovations of the past decade – and we’re continuing to give guys the bold new flavours they’re asking for with the introduction of midnight grape, watermelon, blueberry pomegranate and blood orange.” Mtn Dew Kickstart launched in 2013 and has been dubbed one of PepsiCo’s most successful beverage product launches in the past decade, generating annual retail sales of more than $300m. They will be available from retailers across the US later this week. With only 60 calories in every 12oz serving, the four new low-calorie beverage flavours join six previously released variants – including fruit punch, pineapple orange mango, and strawberry kiwi. Mtn Dew Kickstart has introduced four bold new flavours to its lineup – midnight grape, watermelon, blueberry pomegranate and blood orange. ![]()
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