PURCHASE, N.Y. -- Mountain Dew hit a one-year high mark for consumer ad awareness this past summer, setting the brand’s highest summer position in three years, according to YouGov BrandIndex, a daily brand consumer-perception research service.
In September, Mountain Dew’s advertising was recalled by 18% of U.S. adults, up from 12% in early June.
These results mirror another positive outcome: the brand’s highest purchase consideration score since June 2014, a key indicator of potential sales revenue. According to YouGov, 19% of consumers would consider buying Mountain Dew the next time they want to purchase a soft drink vs. 16% for the soft-drink sector as a whole. In mid-July, Mountain Dew’s purchase consideration was 12%.
Here are a few potential reasons for Mountain Dew’s recent success:
- Last year, Mountain Dew launched its own network of four content creators, resulting in 17.5 million views of videos that were created specifically to tout the Dew brand, the company told Business Insider.
- The recent launch of two straightforward, non-voiceover 15-second ads, “Flip” and “Splash,” emphasizing cold refreshment, with slow-motion bottle caps spinning off in a spray.
- An edgy “Dry Mouth” radio spot that debuted in June, asking “Do you even listen to your mouth?” The one-minute ad launched a major discussion on Reddit. (See videos below.)
- The late May debut of a TV infomercial parody starring NASCAR driver Dale Ernhardt Jr.
London-based YouGov BrandIndex interviews 4,800 people each weekday from a representative U.S. population sample, more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 1.8 million individuals. YouGov BrandIndex tracks the perception of more than 1,500 brands daily.
Mountain Dew is a citrus-flavored carbonated soft drink marketed by PepsiCo, Purchase, N.Y.
Mountain Dew / Splash from Tuomo Virtanen on Vimeo.
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