Strong internal marketing to the bottler’s top influencers, top customers and sales field with launch events and trade ads.Teasering: T-shirt attack in rock festivals and other summer events. Bike couriers sponsoring. Sponsoring of the www.habbohotel.com with the Mountain Dew lounge and virtual tasting of Mountain Dew. Mountain Dew Jeeps delivering the samples and flyers around Finland. Sponsorship in alternative sports.Launch: Consumer event in Helsinki. Sampling and slide shows in movies. Outdoor in banderolles, pillars and buses. Radio campaign with the brand linkage to alternative sports. Store excitement with teaser hoods, coolers and POS materials.Follow-up: Strong TV campaign. Radio campaign with new spots. Repetition of the outdoor in pillars. More activities in sponsored www.habbohotel.com (peelopaalu-game, secret MD-gadgets). More sponsorships in alternative sports.

Mountain Dew got 96% distribution in 4 weeks and became number 2 brand in 0.5 litres segment with 10% market share. Volume objective was exceeded by 33%. Aided awareness after 4 weeks was 75%. Mountain Dew drove the growth of consumer soft drink market (+16% in value). In the most profitable segment, single serve 0.5 litres growth was even bigger (+36% in value).

Multiserve Mountain Dew achieved sales +3.5% vs budgeted and the 1.5% market share of the total consumer soft drink market. Mountain Dew got 80% distribution in 4 weeks.