Mountain Dew Introduces Two New Kickstart Flavors
Commercial to debut during Super Bowl Pregame Show
PURCHASE, N.Y. -- As first unveiled during the NACS Show in October, Mountain Dew introduced two new flavors of its Mtn Dew Kickstart, doubling down on its swing at creating a carbonated soft drink for the morning occasion. Pineapple Orange Mango and Strawberry Kiwi fuse the energizing blast of Mountain Dew with real fruit juice, coconut water and "just the right amount of kick. With only 60 calories per 12-oz. can, these two new flavors are perfect for sparking a damn good time, anytime, anywhere, the company said.
To kick-off the launch to "Dew Nation," Mtn Dew Kickstart will premiere its "Come Alive" television commercial, featuring "Out The Speakers Feat. Rich Kidz" by A-Trak and Milo & Otis and So You Think You Can Dance alum D-Trix, during the Super Bowl XLIX Pregame Show.
"Mtn Dew Kickstart has been a huge success since it launched two years ago, and we're continuing to build the portfolio with the addition of ... Pineapple Orange Mango and Strawberry Kiwi," said Greg Lyons, vice president of marketing at Mountain Dew. "Mtn Dew Kickstart is the ultimate beverage to get guys charged for whatever adventure they are taking on--big, small, every day or epic."
The "It All Starts with a Kick" campaign will reach DEW Nation all across America by way of a comprehensive marketing campaign, including:
- The "Come Alive" television commercial during the Super Bowl XLIX Pre-Game Show, as well as national radio promotions.
- A real-time consumer-driven Snapchat story, along with a variety of cutting-edge digital and social extensions through platforms such as Vine, Twitter and YouTube.
- Five Mtn Dew Kickstart trucks will hit the road for an eight month sampling tour that will hit a variety of locations, including college and university campuses, sporting venues and retail locations.
- A dynamic Mtn Dew Kickstart website, accessible by visiting www.MountainDew.com/Kickstart.
Mtn Dew Kickstart was initially launched two years ago and has been dubbed one of PepsiCo's most successful beverage product launches in the past 10 years. It grew more than 50% in its second year on the market with annual retail sales of nearly $250 million. The two new flavors join previously released Mtn Dew Kickstart Orange Citrus and Mtn Dew Kickstart Fruit Punch, introduced to offer consumers an entirely new alternative to traditional morning beverages, and Mtn Dew Kickstart Black Cherry and Mtn Dew Kickstart Limeade, geared to get Dew Nation ready for the night.