While its acquisition of O.N.E. Coconut Water is bearing less fruit that PepsiCo might have expected, the soda and snack giant nevertheless sees continued opportunity for coconut water, having added it as an ingredient in the latest line extension for Mtn Dew Kickstart. Pepsi today introduced the two new Kickstart varieties — Pineapple Orange Mango and Strawberry Kiwi — billing the drinks as “an energizing blast of DEW with real fruit juice, coconut water, and just the right amount of kick.”
The launch of the new beverages is not entirely unexpected. In November, PepsiCo chief marketing officer Simon Lowden told The Street that the company would be adding coconut water as an ingredient across several of its brands, though Mountain Dew was the only one named at the time.
This isn’t the first time a company has tested the waters of combining the seemingly disparate categories of coconut water and energy drinks. In 2011, Rockstar Energy introduced a coconut water energy drink, marketing its 10 percent coconut juice and energy drink blend as “Energy + Hydration.” The following year the company attempted to revamp the drink under the name “Rockstar Rehab,” but has since discontinued the product.
Mountain Dew’s full press release can be found below:
PURCHASE, N.Y., Jan. 21, 2015 /PRNewswire/ — Mountain Dew believes that every epic adventure should have an equally epic kick start. Today, the brand introduced two new bold flavors of Mtn Dew Kickstart – Pineapple Orange Mango and Strawberry Kiwi – fusing an energizing blast of DEW® with real fruit juice, coconut water and just the right amount of kick. With only 60 calories per 12 oz. can, these two new flavors are perfect for sparking a damn good time, anytime, anywhere.
To kick-off the launch and show DEW Nation how everything gets pumped up when you crack open a can, Mtn Dew Kickstart will premiere its “Come Alive” television commercial, featuring “Out The Speakers Feat Rich Kidz” by A-Trak and Milo & Otis and So You Think You Can Dance alum D-Trix, during the Super Bowl XLIX Pre-Game Show.
“Mtn Dew Kickstart has been a huge success since it launched two years ago and we’re continuing to build the portfolio with the addition of two new flavors – Pineapple Orange Mango and Strawberry Kiwi,” said Greg Lyons, Vice President of Marketing at Mountain Dew. “Mtn Dew Kickstart is the ultimate beverage to get guys charged for whatever adventure they are taking on – big, small, every day or epic.”
The “It All Starts with a Kick” campaign will reach DEW Nation all across America by way of a comprehensive marketing campaign, including:
- The “Come Alive” television commercial during the Super Bowl XLIX Pre-Game Show, as well as national radio promotions.
- A real-time consumer-driven Snapchat story, along with a variety of cutting edge digital and social extensions through platforms such as Vine, Twitter and YouTube.
- Five Mtn Dew Kickstart trucks will hit the road for an eight month sampling tour that will hit a variety of locations including college and university campuses, sporting venues and retail locations.
- A dynamic Mtn Dew Kickstart website, accessible by visiting www.MountainDew.com/Kickstart.
Mtn Dew Kickstart was initially launched two years ago and has been dubbed one of PepsiCo’s most successful beverage product launches in the past 10 years. It grew more than 50% in its second year on the market with annual retail sales of nearly $250 million. The two new flavors join previously released Mtn Dew Kickstart Orange Citrus and Mtn Dew Kickstart Fruit Punch, introduced to offer consumers an entirely new alternative to traditional morning beverages, and Mtn Dew Kickstart Black Cherry and Mtn Dew Kickstart Limeade, geared to get DEW Nation ready for the night.
About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com,www.facebook.com/mountaindew or follow on Twitter @mtn_dew.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2013, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth in shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.