For Diet Dew fans, we’re happy to hear anytime Diet Coke gets trumped! Not too mention Eric Bledsoe is pretty excited.
“We’ve really admired the marketing that Mountain Dew has undertaken,” said Emilio Collins, NBA’s executive vice president of global marketing partnerships, in an interview. He said the brand is at “the cutting edge of digital and engaging youth.”
“It’s also a brand that focuses on multiculture,” Collins said. “Where it’s growing geographically [in southern and western states, in particular] aligns well with the NBA base. We have a shared alignment on young fans, particularly the millennials.”
According to Beverage Digest, Mountain Dew was the No. 4 carbonated soft drink in the U.S. last year, with a 6.9% market share by volume, trailing only Coke, Pepsi-Cola and Diet Coke. While its volume share was flat in 2014, in the 10 years through 2013 the brand was among the few bright spots in the carbonated-soft-drink market, Beverage Digest editor and publisher John Sicher told MarketWatch. Mountain Dew’s market share rose to 6.9% from 6.3% during a time when Coke’s and Pepsi’s market shares by volume were in decline.
“Pepsi has done a very good job with Mountain Dew,” Sicher said. “It’s got a very loyal following. Mountain Dew speaks to younger customers.” The NBA, he added, can aid its penetration into the African-American and Hispanic demographics, “which is important for future growth.”
Pepsi has called Mountain Dew, with its roughly $9 billion in sales, one of its fastest-growing global brands.
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