Marketing and Mountain Dew

Cracker Barrel straying from its core audience got me thinking about this.

The brand guys at Mt. Dew were great at marketing to youth. The brand had the smallest customer base of the top 10 brands, but the highest per cap consumption. Meaning those who drank it....drank a lot of it....and skewed very young.

Those of us in the high share markets argued for years for a Diet version and the brand just did not want to do it, the core consumer was about 20 years old who didnt care for diet drinks at all. It took years but they finally agreed to test it and the results were overwhelming and they launched nationally soon after.

Why? Because Mt. Dew's consumer was about 20 years old because it had so much friggin sugar. And although people loved the brand, as they aged they gave it up for something else. Once the diet came along they kept those consumers far longer in the product life cycle.

By the way VP Vance is a consumer

On the other hand, those idiots that forced Blue Pepsi on Jamaica what an idiot move that was, a story for another day.