Why is Pepsi Marketing Mountain Dew Throwback so Erratically?

Pepsi Marketing Mountain Dew Throwback
Dr Prem Digital Healthcare Marketing

When did consumer giants with a strong brand start taking the unprecedented step of putting out a product for a certain period to bring it back, to take it away only to bring it back, ad infinitum? If a product were a success, a big company would not dare to remove it from store shelves. Absence does not make the heart grow fonder in the world of advertising and big business. For that matter, when did big American conglomerates with a global reach start putting products on store shelves without advertising them? They should be using the power of social media to market such a successful product! For example, they could be using something like SocialWick by now, trying to reach as many people as possible through social media marketing campaigns. But they aren’t. Why is that?

The story of Mountain Dew Throwback and its curiously erratic appearances in consumer outlets appears to be a new strategy in the world of mass-produced carbonated beverages. Or is it?

What is Mountain Dew Throwback?

Mountain Dew Throwback is sweetened with pure cane sugar rather than high fructose corn syrup. The Throwback part of Mountain Dew Throwback is related to the idea that cane sugar-sweetened Mountain Dew tastes more like the original Mountain Dew marketed as a drink made by and for hillbillies rather than today’s Mountain Dew made by Pepsi for extreme sports enthusiasts.

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Those who remember the taste of the original Mountain Dew when it came in bottles rode a wave of nostalgia over their taste buds as Throwback created a relatively authentic simulation to the experience of drinking that citrusy soft drink that was mandatory in every store in Dixie in the 1960s. Relatively authentic because a few concessions were made to keep Mountain Dew Throwback tasting relatively close to the high fructose corn syrup sweetened version known and loved by shredders across America. Plus, and based on anecdotal evidence, no drink from a can simulates with complete authenticity the taste of a soft drink consumed from a bottle.

Still, there is enough nostalgic simulation in Mountain Drew Throwback and more than enough differentiation from the corn syrup confection it has become. The disappearance of Throwback from store shelves in concert with a limited-time release of a new flavor would be okay if it weren’t for the fact that this is not the first time that Throwback has disappeared.

In fact, we can recall at least three or four other occasions since Pepsi decided to transfer the status of Throwback from a limited-time flavor to a permanent part of the Mountain Dew lineup of sodas that it has completely disappeared from shelves. If not a regular occurrence exactly, it is at least an irregularly occurring inconvenience. Making matters even worse is that people have never, not even once, seen a TV commercial for Throwback. And there isn’t a dearth of people watch a lot of older stuff that would be a natural show for Pepsi to choose as an appropriate demographic to which Throwback would be effectively marketed. My point being that perhaps if Pepsi started advertising on TV Land, MeTV, local station reruns of TV shows from the 1960s, and such, there might be such an increased market and sales potential for Throwback that removing it from store shelves would be counterproductive.

Article Submitted By Community Writer

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