Pepsi & Mountain Dew deliver “Iconic” promotion

Solving a dual-brand, duel-audience summer challenge.  PepsiCo’s “Iconic Summer” program was a cross-branded effort between Mountain Dew and Pepsi, utilizing merchandise as a consumer loyalty driver. With two unique brands catering to different demographics, the success of the program hinged on nailing the merchandise assortment for the consumer prizes. After comprehensive analyses of each consumer group – lifestyles, hobbies, retail brand inspirations, and more – Lapine assembled a range of products to appeal to both groups. At launch, more than 20 of our products – the vast majority of Iconic Summer’s total prize offering – were featured in the promotion. Thanks to insight-driven products and Lapine’s distribution and execution.