Skip Nav

Coca-Cola Tries to Take On Mountain Dew With New Vault Campaign

Coca-Cola Brings Vault Drink Head to Head With Mtn Dew


Beverage titan Coca-Cola, eager to improve flat sales of carbonated beverage Vault, is hoping to win over consumers with a campaign that employs a tried-and-true tactic: free drinks.

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?

Source

Latest

Download our new Selfie app!

+