Mountain Dew Aims Urban

San Francisco Chronicle, Thursday, April 19, 2012 10 AM
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Eighty percent of Mountain Dew drinkers are white, according to iTrack Data. That's 10% more than the category as a whole. PepsiCo, Mountain Dew's parent company, is hoping to expand its demographic spectrum by boosting the youth-oriented beverage's appeal in cities. While Mountain Dew is the nation's best-selling non-cola soft drink, it's largely popular in suburbs of Plains states and the Southeast. With a marketing push featuring hip-hop artist Lil Wayne and skateboarder Paul Rodriguez, PepsiCo hopes to reach urban centers such as New York, Miami, Los Angeles and New Orleans.

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