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Don’t Dew it

March 11, 2009
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Thanks Magic. From him, to me, to you:

AdAge just highlighted an awesome promotion for Vault, Coca-Cola’s version of Mountain Dew. Coke wants to gain some ground in the “citrus” (aka “green sugary carbonated drink”) segment. Vault is currently number two in the category…with about a 4% share (Pepsi’s Mtn Dew owns about 80%).

Coca-Cola’s now offering a free bottle of Vault to anyone who buys a Mtn Dew. What a great challenge.

Why this is smart:

  • It sends a bold message, positioning them as a clear contender to Mtn Dew
  • They didn’t just say, here’s a free coupon, redeem it! Look free stuff! It hits people when they crave Mtn Dew. It makes people think about Vault, when they’re thinking of their go to Mtn Dew.
  • It not only gets loyal Mtn Dew fans to try Vault, but it makes them compare it on taste, and not the brand.