Mountain Dew returns with social media push
LONDON - PepsiCo is backing the return of Mountain Dew to the UK with a campaign targeting Facebook and Twitter users.
The soft-drink brand, which has been absent from the market for 12 years, will return under the extended brand name Mountain Dew Energy.
The product will be rolled out in stores including Sainsbury's, WH Smith and independent retailers over the next month, priced between 99p and £1.40 for a 500ml bottle. The drink will initially be available in lemon and lime flavour.
PepsiCo's decision to relaunch Mountain Dew solely through social media activity, created by digital and mobile agency 20:20, will attempt to build on an online petition calling for the brand to return to the UK.
The campaign will encourage Facebook and Twitter users to ‘get plugged in' to the ‘shockingly drinkable energy'.
It will initially target the drink's fans, encouraging them to update their status with Mountain Dew Energy information as well as entering competitions.