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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?


Join The Conversation
inadee inadee 8 years
I can't believe they've gone and renamed Mountain Dew.. first they mess with the Pepsi logo and now this. Who on earth is doing Pepsi's marketing these days?!
aimeeb aimeeb 8 years
I am so out of the loop on this.
OhMyDragonflys OhMyDragonflys 8 years
I don't like Mtn dew very much. I'm more of a Mr. Pibb person. I'll gladly try vault though!
Spectra Spectra 8 years
I pretty much only drink Diet Coke, so I probably won't be taste testing Vault too much.
nancita nancita 8 years
Wow, Vault still exists?! Mountain Dew is now MTN? Where have I been? Clearly not drinking these.
jhig jhig 8 years
For those who are unfarmiliar with Vault, it's "suppose" to be a cross between Mountain Dew and Red Bull ... but without the disgusting taste of Red Bull energy drinks. It's favor resembles Mountain Dew with an energy kick.
kscincotta kscincotta 8 years
My hubby loved Surge. He used to go to the World of Coke here in Atlanta just get some. I wonder why they discontinued it only to introduce Vault, which is essentially the same thing?
ilanac13 ilanac13 8 years
well i think that it's a great marketing ploy - to give out coupons to entice consumers - we'll just have to see if there are 'legs' to this one. i think that part of the reason that the sales are so 'flat' is because people just don't really know what to make of vault just yet. we all know what Mtn Dew is - but i have no clue really about vault
cfoley11 cfoley11 8 years
i love diet dew, but my fav soda is diet dr pepper
jesssa jesssa 8 years
same, partysugar. and also, it looks like an energy drink that never really caught on and is now sold in mass quantities at Big Lots or some other closeout store.
partysugar partysugar 8 years
Um, I've never even heard of Vault!
starangel82 starangel82 8 years
I haven't tried Vault. I hate Mountain Dew, so I imagine I won't like Vault very much either. Although with the promotion, I might try it and give the Moutain Dew to a co-worker.
jhig jhig 8 years
I'm not much into Coke products, which is tragic for me ... living in a city where Coke is headquatered and every restaurant offers it with no other alternative. Though I do prefer Pepsi products over Coke's, I am a child of the 70's and really like RC Cola as opposed to Coke/Pepsi. As far as the "Free" promotions goes, it usually works fine in the beginning, because who would pass up free, but it never really works in the long term. People tend to stick to what works. So, if they've been drinking Mntn Dew for the past 10 years, and it works for them, I don;t believe they will move to Vault. In the end, it all the same ... Sprite, 7Up, Vault, & Mountain Dew. Just as ... Coke, Pepsi, & RC Cola is the same.
bluepuppybites bluepuppybites 8 years
Oh I loved Surge! I was so sad when it went away. I just can't do the dew. I like the red kind though. But those drinks are so sugary, I can only have like 5 a year.
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