PepsiCo has labeled Mountain Dew Amp Energy one of its "megabrands" and plans to spend accordingly. A massive ad campaign starring Dale Earnhardt Jr.--which will likely debut during the Super
Bowl--three new flavors, a high-profile summer promotion and slew of packaging variations will aim to spur sales of the No. 5 energy drink.
The Dale Jr. Collector Series of 12-oz.
sleek cans will be available during prime beverage season (May-July). Account-specific packaging began hitting stores last week, including Wal-Mart eight packs for $8.88, a tie-in with Earnhardt's car
number 88. Eighty-eight AMP show cars will appear in retail locations all season long. POP will promote Amp as "Energy that drives you." The drink will also sponsor the Amp Energy 500 at Talladega on
Oct. 5.
Pepsi is targeting Amp, which saw sales double last year, to goal-oriented males 18-34. "Energy drinks were about getting jacked up for the night, says Maurice Herrera, Amp's marketing director. "Now it's about busy people who want a boost of energy."
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