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Posts Tagged ‘Mountain Dew’

Mountain Dew Pulls ‘Racist’ Ad

Mountain Dew is pulling an ad created by the founder of hip-hop group Odd Future, Tyler Gregory Okonma (better known as Tyler, the Creator) after it elicited cries of racism. A professor at Syracuse University even called it “arguably the most racist commercial in history.”

After watching the video ourselves, all we can say is…WOW. Racial profiling and violence against women all wrapped up in one extremely bizarre and undeniably offensive package.

Not only is it the most racially insensitive spot we’ve seen in recent memory, but it promotes so many dangerous and offensive stereotypes at once that it’s hard to know what to be angry about first. The ad features a white detective (holding a Mountain Dew) urging a bandaged-up white woman to pick her assailant out of a lineup of all African American men (and one extremely threatening goat, voiced by Tyler himself).

As the woman tries to pick out her attacker (the goat), he threatens her with phrases like “You shoulda gave me some more; I’m nasty” and “You better not snitch on a playa. Snitches get stitches.” When the woman is too intimidated to continue, the detective says takes a swig of his Mountain Dew and says, “She’s just gotta dew it.” Really? That was all leading up to a pun?

PepsiCo gave the following statement to AdWeek after the uproar: “We understand how this video could be perceived by some as offensive, and we apologize to those who were offended…We have removed the video from all Mountain Dew channels and have been informed that Tyler is removing it from his channels as well.”

While pulling the ad and apologizing were probably the right moves, we found the language of the apology a bit unimpressive. They don’t take responsibility for creating and releasing an ad that was very clearly in poor taste; instead, they apologize that it “could be perceived by some as offensive.” In other words, the responsibility really rests upon the hyper-critical audience. But maybe now we’re being hyper-critical? What do you think? Let us know in the comments section.

 UPDATE (5/3/13): Perhaps we weren’t being hyper-critical about PepsiCo’s halfhearted apology. The brand released a new (more apologetic) statement yesterday afternoon, saying: “We Apologize for this video and take full responsibility. We have removed it from all Mountain Dew Channels and Tyler is removing it from his channels as well.”

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Mountain Dew’s Kickstart Wants the Public for Breakfast

It’s not entirely clear why the public holds such disdain for mornings (particularly Monday mornings), but we do.

Perhaps we don’t like having to crawl out of bed, scrub our armpits and then commute alongside a million other bleary-eyed drones to offices lined with fluorescent lights and bad art.

Whatever the underlying reason, the fact remains: most of us aren’t morning people—and brands like Mountain Dew would love nothing more than to provide us with the 8 AM jolt we need to match our socks and/or remember the names of our kids. (Hint: Sock thickness counts. The boy is named after your grandfather and the girl…well, ask your wife.)

It’s also no secret that America is addicted to caffeine. We love it in the form of coffee, tea and especially energy drinks, which have become the get-up-and-go beverage of choice with the younger crowd. What does that mean? Well, while your middle-aged Downton Abbey-loving aunt may prefer a mild French roast with the slightest hint of cream, most of the folks that marketers care about are more interested in sugary shots of carbonated adrenaline like Kickstart, the new breakfast drink from Mountain Dew.

That’s right: Mountain Dew for breakfast.

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Mountain Dew’s Defense: It Can Dissolve a Mouse

A Wisconsin man, Ronald Ball, is suing PepsiCo for $50,000, claiming that after tasting a rancid Mountain Dew he bought from a vending machine, he poured out the contents of the can and discovered a dead mouse in his soda. Bloody hell.

After contacting the company, Ball sent the evidence to PepsiCo. Lawyers and experts from the company say that after closer examination, they determined that the mouse would’ve “dissolved in the soda” in the time between bottling and consumption, turning it into a “jelly-like substance.” Yeah, this is their defense.

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Spin the Agencies of Record

Dukas Public Relations has been named AOR for Raymond James, a financial services firm with about $235 billion in client assets. The firm is charged with getting the company top-tier business media coverage.

PRWeek UK reports that Freud Communications is providing pro bono PR services for Nobel Prize winner Liu Xiaobo and the campaign for his release. The firm is working with the nonprofit Freedom Now on the effort.

Hamilton Public Relations and parent company Bodden Partners have added Hofstra University to its client roster. The firms will create a marketing program for the 2010-2011 basketball season. This is the second year the firm has been chosen.

PepsiCo has hired Ruder Finn for the Mountain Dew brand, PRWeek reports. The firm has worked with the brand previously for the launch of Mountain Dew Whiteout. According to Joe Jacuzzi, VP of product and brand comms for PepsiCo Americas Beverages, the brand had previously worked with Porter Novelli but ended the relationship in Q1 2010.

Mountain Dew Crowd-Sources Agencies; PR Need Not Apply


PespsiCo brand Mountain Dew has a new crowd-sourcing contest that is re-thinking the brand’s relationships with agencies. Writes Advertising Age‘s Natalie Zmuda:

In a contest beginning this month, Mtn Dew will hand off marketing duties, at least temporarily, for a $100 million-plus business to several potentially unknown players selected by consumers. Via the contest, any agency, independent film company or individual can submit 12-second clips via outlining their ideas for marketing three new Mtn Dew line extensions.

While the brand is casting a wide net, PR agencies need not apply. “We are not seeking PR agencies for this program,” PepsiCo spokeswoman Nicole Bradley told PRNewser.