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   9. Mountain Dew
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Mountain Dew

MOUNTAIN DEW – ‘DARR KE AAGE JEET HAI’

Brand History

The main formula of Mountain Dew was invented in Virginia. The drink was named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.

In India, Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch campaign ‘Cheetah Bhi Peeta Hai’.

Brand Advantage

It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand and its connection to outdoor adventure.

Did You Know?

‘Darr Ke Aage Jeet Hai’

In 2007, the brand was re-launched with a completely new, punchier formulation. Communication aimed at forging a strong emotional connect with the audience. Thus began the ‘Darr Ke Aage Jeet Hai’ campaign, which acknowledged that fear was a very real aspect of the world of adventure and Mountain Dewwanted young people to believe in themselves in their moment of fear. For beyond fear lay victory.

QUICK BRAND FACTS

• Mountain Dew was invented in Virginia in 1948.
• It was launched in India in 2003.