Since Tip Corporation President W.H. Jones reported to last September's
Waldorf Bottlers' meeting that about all a Bottler had to do with Mountain
Dew was, "Grab it and hold on!" a total of 244 far-sighted Bottlers
have grabbed, held on, and watched its sales head skyward.
While the earliest introductions of Mountain Dew occurred in the southeastern
and eastern portions of the nation, Company assistance through the provision
of an expanded Mountain Dew-oriented field force headed by VP and General
Manager Frederick Sorensen had brought Mountain Dew by the first months
of the new year to such important major markets as Indianapolis, Detroit,
Columbus, Milwaukee, St. Louis and Cincinnati-with more and more to come.
The 1965 sales goals already set up for some of these territories, which
at first glance might seem over-optimistic, become almost modest in light
of the current success stories of Bottlers already in the market.
By March 1, the Company expects to have franchised some 300 Mountain
Dew Bottlers; by 1965's end, 400. Bottlers currently producing Mountain
Dew have all conducted introductory sampling programs; some have supported
their introductions with television, radio and print campaigns; many have
conceived and implemented highly successful introductory promotions-all
of which was a part of the Company's reasons for acquiring the package:
to restore some down-home fun and entertainment to the increasingly sophisticated
bottling business.
Some samples of Mountain Dew activity around the country:
FLORIDA Miami Bottler Herb Paige ran a month-long 10-cents-off newspaper
coupon promotion which produced Mountain Dew sales equal to 42 per cent
of Pepsi's volume. Miami's sales staff did right smart, secured mass displays
of the new product in 123 7-11 stores.
The Fort Meyers, Orlando and Key West operations are using specially
painted Mountain Dew trucks as mobile advertising campaigns for the product.
OHIO Dayton VP and General Manager Jack Bliss reports phenomenal success
with a Mountain Dew hat and sweatshirt promotion. During the promotion period,
Dayton Pepsi leased a corner parking lot in the heart of the city, set up
a "Mountain Dew Factory" on the site (pages 4-5), manned the "still"
with Pepsi Salesman garbed as hillbillies, and used the area as a redemption
center for Mountain Dew customers who wished to buy specially identified
hats (for 79 cents plus seven crowns). In addition, consumers who visited
the "still" signed Mountain Dew Kinfolk Cards, to become part
of the "clan." According to Mr. Bliss, this promotion-equally
stimulating to consumers and Salesmen (the latter received a 5-cent commission
on each hat)-garnered much valuable publicity on radio and TV and in the
local papers.
Columbus Bottler Tom Gross brought Mountain Dew to town (8-ounce cold
bottles only) the first week in January, came out with a 12-ounce take-home
package on January 18. In support of the introduction, Mr. Gross held a
kick-off meeting for Columbus Route Salesmen during which he and his management
staff appeared in hillbilly attire, put on a skit, and offered a prize of
a transistor radio to the best dressed Salesman on Opening Day. (Mr. Gross
reported that while there was some initial shyness on the part of his sales
staff to rig themselves out in mountaineer clothes, when the big day came
all reluctance had vanished; indeed, Mr. Gross himself, marketing Manager
Richard Evans and Sales Manager Floyd Slagle donned overalls and Mountain
Dew hats, went out and personally called on managers of all major chain
stores in their area.) Columbus Pepsi achieved 90 per cent distribution
in cold bottle outlets within the first five days, made no deals (selling
Mountain Dew for introduction, Bottler Gross ran a teaser campaign in local
newspapers, added radio advertising in support of his home-market introduction.
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