No longer doing the Dew

10/24/2006 | Brandweek

Although Mountain Dew was the only major Pepsico soda label to gain market share last year, the brand is undergoing a makeover. Concerned that the 13-year-old "Do the Dew" campaign is tired, Frank Cooper, VP of marketing, who has been in charge of the brand for less than a year, has challenged agencies to come up with a new idea.

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