Beverage Industry

PepsiCo rolls into Family Dollar, debuts new Dew campaign

April 17, 2012

PepsiCo, Purchase, N.Y., announced a multi-year partnership with Family Dollar Stores Inc., Matthews, N.C., to sell PepsiCo’s beverages in 7,100 stores across 45 states. The multi-year partnership will provide Family Dollar shoppers with access to a variety of products from PepsiCo’s North American beverage portfolio, including Pepsi, Mountain Dew, Sierra Mist, Aquafina and Lipton teas.

“Family Dollar is a progressive-thinking organization that brings the right brands to its shoppers, leading to customer satisfaction and loyalty,” said Al Carey, chief executive officer of PepsiCo Americas Beverages, in a statement. “We appreciate the opportunity to serve Family Dollar stores with our brands. It offers Family Dollar consumers a choice, and will also give us the opportunity to see a full array of PepsiCo beverage brands alongside our Frito-Lay snacks.”

The Pepsi rollout is expected to be complete next month, the company says. Family Dollar stores previously offered PepsiCo’s Gatorade, Frito-Lay and Quaker products.

PepsiCo also announced a new creative campaign for its Mountain Dew brand, which enlists famous members of the Dew family to introduce the new tagline “This is How We Dew.” The campaign features musicians Lil Wayne, Jason Aldean and Mac Miller; skateboarders Paul Rodriguez and Theotis Beasley; race car driver Dale Earnhardt Jr.; and snowboarder Danny Davis.

Mountain Dew launched the new “Dew you” platform with a 30-second TV ad that features all seven Mountain Dew family members. The campaign also includes radio, 15-second TV ads and short digital videos featuring each of the stars individually.

“Mountain Dew is about being bold and having the confidence to ‘Dew you,’” said Brett O’Brien, vice president of marketing for Mountain Dew, in a statement. “These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say ‘This is How We Dew.’”

The new ad is the first collaboration between musician Lil Wayne and Mountain Dew since the two announced a partnership during a live Young Money music showcase at the Austin Music Hall earlier this year. The partnership, known as the Deweezy project, will officially kick off next month and will include the creation of a skate park in New Orleans and additional advertising featuring Lil Wayne under the “This is How We Dew” banner, the company said.