Vault Promotion

In the spirit of the soda-high caffeine-energy drink category (similar to Bawls), I found Vault's new promotion very clever...Their message was simply this "Don't Dew It". Vault (Owned by Coke) told their consumers that if they bought 1 rival (mountain dew owned by Pepsi) they would get a Vault free. At first this seems like they are promoting people to buy both products, but really the thought process was genius. They are confident that if people try and compare Vault to Mountain Dew, they would choose the vault product. Aggressive and effective in my opinion :) Ideas like this could prove as great inspiration to the campaigns that we are all working on, we are also dealing with a product that holds little share of the category, but has amazing taste!
-Right now Mountain Dew (Pepsi) holds 80%share of the citrus segment; Vault (coke) holds 4%.

*If you are interested, this article is in Advertising Age (March 9&16)

-Alysse Goodwiller