Category: Carbonated Drinks – Permanent
Submitted by: Bish Creative
Client Company: Pepsico

Objective

As the carbonated beverage industry becomes a more increasingly competitive category, leaders such as Mountain Dew need to “up their game” for the merchandising of their products. Traditionally speaking, basic form fit and functioning merchandisers was the footprint of all carbonated beverage displays. This type of merchandiser simply just does not attract consumers. The target was to take a well-recognized game that appeals to all ages and provide the opportunity for consumers to engage in an interactive display that required little assistance and commanded attention in any part of any store. Mountain Dew’s target audience is young adults both male and female, but this particular program was targeted around the NBA and climaxed at the NBA All Star Game. Targeting a reasonable footprint, this interactive display needed to allow the consumer to play the game while instinctively shopping for Mountain Dew products. As carbonated beverages are managed through a DSD system, this spectacular display was targeted to fit in entrances, lobbies and heavily traffic areas of any and all grocery and mass stores.

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