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?
Calida
Pepe Jeans
Hanky Panky
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.
1I'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.
2I 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.
3Um, I've never even heard of Vault!
4same, 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.
5i love diet dew, but my fav soda is diet dr pepper
6well 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
7My 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?
8For 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.
9Wow, Vault still exists?! Mountain Dew is now MTN? Where have I been? Clearly not drinking these.
10I pretty much only drink Diet Coke, so I probably won't be taste testing Vault too much.
11I don't like Mtn dew very much. I'm more of a Mr. Pibb person.
12I'll gladly try vault though!
I am so out of the loop on this.
13I 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?!
14Why is Pepsi trying to kill off their Loyal MOUNTAIN Dew customers by changing it's name to the pathetic Mtn Dew? I have been drinking Mountain Dew since I can remember and the good thing was Mountain Dew really never changed - other than switching out Sugar for corn syrup. Hopefully when Pepsi does it new campaign in April - 'switching out corn syrup for sugar' they find out loyal Mountain Dew drinkers want Mountain Dew as it was designed. Don't take the MOUNTAIN out of our DEW!!
15I used to be a heavy vault drinker. It was all that i would drink, but since last year, I've just gotten sick of Vault. It's way too sweet for me now, so I switched back to Mountain Dew. Mountain Dew has a sweet citrus kick and so does Vault, but Vault is just too sweet. It has 47g of sugar, and Mountain Dew 46, but still, drink them both and you can tell a difference. Mountain Dew has more of a real taste to it, and Vault's is more fake-like. Just try them both, you will see!
16I like vault. I would drink vault more but it's never in the stort in rockport, Tx or Aransas Tx, or Portland Tx, I just can't get it. Ond Coca Cola distributer here thinks its inconvienient to talk to anyone about any drinks. And the drivers aren't the least bit friendly. Id like to punch one in the mouth. They are jerks. Especially the one that delivers to HEB Rockport Texas. But he is just a short little guy and I think he would break. To Bad. So me and all the other retired armed forces in the area may boycot all coca cola products.
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