Pepsi Cola’s latest product, Mountain Dew, will be launched in the Saudi market this week. It is the company’s first core brand addition in 25 years. Mountain Dew is Pepsi’s fastest growing brand in the USA, selling over 800 million cases a year, selling well especially among youth, according to a company press release.
The drink is characterized by a unique citrus flavor. The brand will be sold in new glass bottles in addition to the regular cans and family sized bottles.
“We are very confident about this brand. Our research has shown that this brand has great potential in the Kingdom,” said Pepsi Cola International Marketing Manager Khaled Jadallah. “Its great flavor, unique packaging and a strong marketing support will make this into a formidable player in the carbonated soft drinks industry.”
A major media advertising campaign, shop publicities and a sampling program that will include the distribution of more than 600,000 cans throughout Jeddah, Riyadh and Dammam, support the launch of this new adventurous product. Mountain Dew will also feature events and promotions targeting the youth in the Kingdom, including mountain biking and roller blading.
Pepsi-Cola is the Kingdom’s leading soft drink produced at bottling facilities in Jeddah, Riyadh, Qassim, Dammam and Abha. Pepsi Cola beverage line includes Pepsi Twist, Diet Pepsi, Seven-Up, Diet Seven-Up, Mirinda Flavors, Shani and Mr. Juicy are bottled and marketed Kingdom wide. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
