YAHOO, VERILY (February 1965)
From Pepsi Cola World Magazine
WISCONSIN Milwaukee Metro VP and General Manager Tom Regina Reported,
three days after his organization's Mountain Dew introduction, "I've
never seen such enthusiasm for a new product in all my years in this business.
That goes for our Salesmen as well as our dealers." Milwaukee Pepsi
made no deals, put out no preliminary advertising, simply let each dealer
have a "taste." Currently selling Mountain Dew in the cold bottle
market only, Mr. Regina plans to watch sales closely, eventually introduce
the product in the 16-ounce size for the take home market.
ALABAMA Birmingham Bottler Jimmy Lee grabbed off a sizeable hunk
of competition's holiday business by blanketing his territory with 30-sheet
posters advertising Mountain Dew. Copy line: "Tired of the same old
flavors? Mountain Dew! It'll tickle yore innards!" Mr. Lee reports
that Mountain Dew sales soared during the holiday period, bitter complaints
were registered by competitive salesmen, and that "dealers were extremely
pleased because Mountain Dew not only tickled customer's innards but their
cash register keys as well." |
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| Sioux Falls, S.D., billboards shout out Mountain
Dew's introduction, invite all the neighbors to join the Kinfolk Club. |
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| Sioux Falls also got lots of mileage out of specially
decorated Amphicars announcing presence in town of new drink. (Page
4 of 5) Continue |
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