Pepsi-Cola International is planning to turn Mountain Dew into a pan
European brand and has promoted Soren Mills, the marketer behind its
launch in the UK, to head the new offensive.
Mills has been promoted from UK marketing manager for flavours to
Pepsico’s European team, where he will head up European marketing for
the Mountain Dew and 7-Up brands.
Part of his role will be to build Mountain Dew into a European brand,
following on from this year’s launch in the UK. The pounds 6m UK ad
campaign was created by Abbott Mead Vickers BBDO. It will be rolled out
across Europe over the next 12 months.
According to Mills, Mountain Dew, which was launched in February, has
taken 1% of the UK carbonated soft drinks market. Its share is now the
same size as Lilt’s and half the size of 7-Up. Pepsico says the brand
has the potential to be the best-selling flavours drink in the UK and
‘The carbonated soft drinks market as a whole has been driven by growth
in cola and lemon/lime, but flavours are becoming increasingly important
because drinkers are gaining a broader repertoire of tastes,’ said
Mills’s appointment signals a strengthening of Pepsico’s European drive.
He is the third member within a month to be appointed to its European
Mills will report to Yann Tardiff, the director of marketing for core
brands in Western Europe, who joined in March 1995.
‘We are getting more serious about Europe as a business,’ said Jim
Lawler, vice-president of personnel for Europe, who said the sales and
marketing team for Europe had grown from three members 18 months ago to
ten. ‘We have a substantially larger and more capable team, which is an
indication of the focus we are giving Europe,’ he added.
Mills oversaw the relaunch of 7-Up and looked after the Liptonice brand
before the partnership between Unilever, PepsiCo and Britvic ended in
April. He will be replaced by Nick McGrath, sales director for the