In gaming, before the energy drinks (Redbull, Jolt, etc.) came out, gamers seemed to reach for one drink above the rest to survive long gaming sessions. Even then, Mountain Dew was promoting a life of being who you are, being an unique, and taking it all the way. Brands, such as Mountain Dew, define who they are through the stories they tell (Fog, Budtz, Yakaboylu, (2005). Their new promotion, “This is how we Dew”, carries on that story using a creative collection of flavors (some solicited by fans), energetic images on their labels, and unusual colored drinks in see through bottles. Nowadays, Mountain Dew perpetuates that brand by telling the stories of a handful of x-sport athletes and musicians (Mountain Dew curates independent artists who represent the essence of their brand, Green Label Sound) “striving to “do how they Dew” with the help of Mountain Dew. Videos showing off collaborations, videos of the artists promoting the brand concept, a host of social media sites (including Twitter and Facebook) populated with contests, immediate acknowledgment of customer feedback and help where necessary, Instagram photos of the products in a variety of situations (e.g., with skateboards or video game controllers), and an interactive site that acts as the hub for all of the elements of the brand and is as unique and fun as the people Mountain Dew promotes.
Holt (2004) notes that there are four steps to building an iconic brand. First, he mentions targeting a social tension; something that creates dissonance within a community. Second, the brand acts in a manner that alleviates that tension by bringing it to light and moving past the issue to solve it. Doing this may take the form of artistic expression, which is the third concept listed. Being a brand that people can look to for guidance or permission for expression allows the brand to stand out from the rest. Finally, the brand must be seen as having integrity. When a group expresses interest in something, or says they care about something, they must care and follow through (2004).
Mountain Dew has done these things by taking hold of the concept of individuality and the assertion that young people can break away from the social norm of desk jobs and more academically inclined careers and be expressive as a way of life. They support artists and athletes, assisting in the building of facilities for the cultivation of these skills, a site to promote music, and allowing these individuals to be part of Mountain Dew’s promotions as well (thereby getting the individuals more exposure). They’ve followed all of the concepts that Holt discusses aptly. Customers can send videos, write poetry, submit photos and create music to perpetuate the brand and discover others with similar interests, and even submit recommendations for new flavors of the soda, thereby co-creating the brand.
Holt, D. B. (2004). How brands become iconic: Principles of cultural branding. Boston, MA: Harvard Business School Press.