Although Pepsi-owned (and recently renamed) Mtn Dew carries as much as 80 percent of the market share for citrus soda, Coca-Cola's three-year-old citrus cooler Vault, with four percent of the market share, has fizzled with customers. Hoping to turn the tides for Vault, Coca-Cola will soon begin its "Don't Dew It" campaign.
In an attempt to convert Mtn Dew die-hards into Vault fanatics, the company will be giving away coupons for free 16-ounce, 20-ounce, or 24-ounce Vault drinks when customers purchase a 20-ounce Mtn Dew.
During the economic downturn, consumer coupon use has skyrocketed. Like other recent promotions, industry experts anticipate that the "Vault Taste Challenge," will see a huge participation rate from consumers. Of course, for Coca-Cola, it will come at a price — that of at least a couple million dollars.
Although I think this campaign will be successful, I'm skeptical of Coca-Cola snagging a significant portion of Mtn Dew's market share. I used to be a huge Mtn Dew fan, and Surge, Mellow Yellow, and the others just didn't do it for me. Do you think it will prove to be lucrative?