Consumer Goods

Success: Mountain Dew Kickstart

  • CAN376332
  • 20 Pages
  • July 2014
  • Consumer Goods
Summary
Kickstart has proven to be a shrewd response to the prominent day-to-day concern about one's energy levels. The overt occasion alignment is both differentiating and relevant. It shows that small positioning factors - supported by well-executed and well-funded marketing - can sway consumers to choose one beverage brand, or indeed format, over another.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Mountain Dew Kickstart considered a compelling case study?

- What consumer insights underpin the brand's success?

- What does the future hold for hybrid beverages and daypart targeting?

Key Highlights
Kickstart has surpassed expectations by amassing over $150m in sales, well within a year of launching. It has been a welcome success story that has helped to offset ongoing challenges in PepsiCo's soda business.
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