PepsiCo Canada is tapping into Gen Z’s Halloween anticipation with its latest seasonal innovation.
The launch of Mountain Dew Voo-Dew, available exclusively in gas and convenience stores, will be supported for eight weeks nationwide by retail POS, social content, Snapchat filters and paid media. Mark IV collaborated on the development of in-store tools, which feature the new Voo-Dew character Grim.
Christie Power, PepsiCo Canada’s marketing director of innovation and planning, tells strategy that the brand is looking to spark curiosity and align with the Gen Z target’s lifestyle through the C-channel rollout.
“Whenever we launch a new Mountain Dew product, in-store activation is a critical part of the plan,” Power says. “It’s how we break through clutter, spark curiosity and give consumers a reason to pick up something new.”
Power says shopping marketing drives sales and reinforces the Mountain Dew brand story while allowing Mountain Dew to stand out with unique personality.
PepsiCo is working with OMD as its media partner to amplify the Voo-Dew launch across social and digital touchpoints.
Pepsi competitor Coca-Cola is also tapping into Halloween excitement with the recent launch of its Fanta collection featuring horror-film icons such as Chucky, Michael Myers and Freddy Fazbear.
