The New Mountain Dew Packaging is Inspired by the Outdoors
Katherine Pendrill — August 17, 2016 — Marketing
References: foodbev
PepsiCo US recently updated its Mountain Dew packaging for an upcoming campaign that focuses on the outdoors. While soda is not usually associated with the great outdoors, this campaign aims to help the brand appeal to those who enjoy different lifestyle sports.
The new Mountain Dew packaging features a color-blocked design made up of two contrasting patterns. The top half of the can features the brand's signature solid green packaging, while the bottom half is comprised of a camo pint of branches and leaves. The can also includes a reference to Pepsi's sweepstakes with the hunting equipment brand Lost Camo.
The new packaging demonstrates how soda brands are going after niche markets in an effort to boost sales.
The new Mountain Dew packaging features a color-blocked design made up of two contrasting patterns. The top half of the can features the brand's signature solid green packaging, while the bottom half is comprised of a camo pint of branches and leaves. The can also includes a reference to Pepsi's sweepstakes with the hunting equipment brand Lost Camo.
The new packaging demonstrates how soda brands are going after niche markets in an effort to boost sales.
Trend Themes
1. Outdoors-inspired Packaging - The trend of incorporating nature-themed designs in product packaging to appeal to outdoor enthusiasts presents opportunities for brands to engage with niche markets.
2. Lifestyle Sports Marketing - The rise of marketing campaigns targeting lifestyle sports enthusiasts provides an avenue for brands to connect with a passionate and engaged consumer base.
3. Collaborative Brand Partnerships - The increasing use of brand collaborations, such as the partnership between Mountain Dew and Lost Camo, allows companies to tap into new audience segments and create unique marketing experiences.
Industry Implications
1. Beverage - The beverage industry can explore innovative packaging designs inspired by nature to attract health-conscious and environmentally-conscious consumers.
2. Outdoor Sports and Recreation - The outdoor sports and recreation industry can leverage collaborations with beverage brands to offer co-branded products and reach a wider audience of active lifestyle consumers.
3. Marketing and Advertising - The marketing and advertising industry can capitalize on the trend of targeted campaigns for lifestyle sports enthusiasts, helping brands foster meaningful connections and drive customer loyalty.
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