What makes consumers choose Coke over Pepsi or Sprite over 7-UP? I have no idea, but Coca Cola figures out ways to stir things up a bit, even when they don't seem to work in their favor. An example was when Coke launched a new promotion called “Don’t Dew It” it tried to convince Mountain Dew fans to switch to their new product, Vault. Coke distributed coupons for their “Vault Taste Challenge.” The coupon offered consumers a free Vault with the purchase of a 20-oz Mountain Dew. My question towards that campaign was why are they doing that? Coke is actually requiring that everyone using one of their coupons pay retail price for one of their competitors products. Does that make sense? Yeah I guess in this economy people will likely utilize coupons for a free product. But giving away a free Vault costs Coke the same amount of money whether they attach it to the purchase of a Mountain Dew or not. Well, at least the people who wouldn't normally know about the drink would have some exposure to it? And isn't marketing just another way of persuasion?
P.S. I didn't even know Vault existed until now. I'm not too sure how sales are compared to Mountain Dew but I don't think I have ever seen it in stores or supermarkets.
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