Marketing Currents - Business and Marketing Current Events

Mountain Dew Is Releasing an Official Cookbook with Plenty of Green-Hued Recipes

Mountain Dew is often described as having a “cult following,” but the soda brand may be more mainstream than you realize. In 2018, investing site The Motley Fool pegged Mountain Dew as the fourth best-selling soda brand in the U.S., behind only Coca-Cola, Pepsi, and Diet Coke (and, to hammer it home, ahead of Dr Pepper, Sprite, and Diet Pepsi.)

Click here to read the story at foodandwine.com.

Discussion Questions:

  1. What do you think Mountain Dew hopes to accomplish by releasing a cookbook?
  2. What is branding?
  3. What is brand loyalty?
  4. What might having a “cult following” say about Mountain Dew’s brand?
  5. How might releasing a cookbook be a part of Mountain Dew’s branding strategy?
  6. Why do you think the cookbooks are only available for a limited time?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.