“They got the strategy right in terms of the consumer they identify – they took brand equity and loyal consumers and transitioned that.”įeliciano added: “It’s one of the strongest brands out there in terms of consumer affinity – there were consumers drinking energy drinks to begin with who may not have wanted to drink Red Bull before 10am.”īreakfast beverages: Navigating murky waters…Įven traditional Kickstart has less caffeine that Red Bull, Feliciano noted, and despite using artificial sweeteners is low in calories, while its formulation , flavor and marketing make it distinct from Mountain Dew. Telford identified Kickstart Orange as a drink that helped PepsiCo tap the breakfast time occasion and, more generally, move into new day parts.
Well, that’s the question Euromonitor International analysts Jonas Feliciano and Howard Telford set out to answer in conversation with my colleague Kacey Culliney last December. So where does the sweet spot lie for Mountain Dew Kickstart – as it transitions and tones down the energy/caffeine continuum and (arguably) hybridizes the wider energy and straight soda categories?
Mountain Dew Kickstart hits the energy/CSD sweet spot “We’re really excited about continuing to innovate on this brand and deliver consumers new options that they’re looking for,” he added. “When we test the concept for this new Mountain Dew Kickstart product it was the highest-scoring Mountain Dew concept we’d ever tested,” he said. The use of coconut water concentrate has raised some eyebrows – is it to gain an imagined ‘health halo’ or is there a functional benefit? The spokesman simply said it was chosen as an “incredibly popular ingredient”. Quizzed on why Mountain Dew had shrunk the pack size, a spokesman told that consumer by the brand showed that “our target consumer really enjoys a smaller, sleeker can,”Īs to who Mountain Dew is marketing its new flavors to, the spokesman said the drinks were “tailored for the preferences of cross-cultural millennial males, but we’re feeling confident that the new flavors will have crossover appeal”. Mountain Dew evaporates: Why the smaller can sizes? Interestingly, original Kickstart is sold in larger 16oz (473ml) cans and is made from 5% juice it contains 92mg of caffeine and no coconut water. The nutrition facts panel is pictured, left. The new drinks (pictured below) contain Mountain Dew, 10% fruit juice, coconut water and 68mg of caffeine they are sweetened with high fructose corn syrup (HFCS), Ace-K and Sucralose, and contain 60 calories per 12oz can. On Wednesday the company launched two new flavors of Mountain Dew Kickstart – Pineapple Orange Mango and Strawberry Kiwi, to add to its existing ‘morning’ lines Orange Citrus and Fruit Punch, and Black Cherry and Limeade – the two flavors for evening consumption.
Consumer involvement was an integral part in Mountain Dew promotions used in the new millennium.
0 kommentar(er)
