VAULT DRINK TV
VAULT DRINK CRACK

What helped Surge capture the national zeitgeist ended up causing its collapse. As teens and young adults typically have a disposable income via an allowance or a part-time job, the pre-teens simply don’t have money to spend at their discretion. The ugly problem reared its head in the form of a lack of purchasing power of the target audience. The idea looked good on paper as they wanted to catch their audience young and turn them into Surge loyalists as they grew up instead of opting for Pepsi’s product. General consensus and the re-entry of Surge proved that the product was well-liked, and it probably could have beaten the Mountain Dew in the citrus race in the long run.īut the product fell prey to its own marketing strategy, as Surge was heavily investing in marketing to target the pre-teens. The Surge soda in its development stage was code-named MDK or Mountain Dew Killer. Coke had to focus on the right demographic, and it appeared as if the cola company was learning from its previous mistakes. Where did Coca-Cola Go Wrong With Its Marketing?Īfter the failure of Surge soda, another neon-tinted mountain dew competitor. Retail store employees were given freebies in the form of t-shirts and other apparel, considerably younger customers between the ages of 15 – 35 were the prime focus as they tend to stay more up to date in terms of new trends. The sub-brand’s strategy was to weave itself perfectly with American pop culture and it was evident that no stone was unturned with respect to product visibility. The failure to cause a severe dent in Mountain Dew’s market share by the previous Coca-Cola products paved the way for Vault Soda.Īnd for a short amount of time, Vault did not disappoint as demand for the product steadily kept growing with the support of Coca-Cola’s enormous marketing efforts. Coca-Cola’s desperate attempt to lead the space resulted in the company producing multiple neon-colored, citrus flavored, and caffeine-charged drinks such as Mello Yello, Surge, etc. The carbonated drink industry’s giants vied for the throne in various sub-segments as well.Īnd the citrus soda category was dominated by PepsiCo’s Mountain Dew ever since the brand acquired the beverage in 1964. When the Cola Wars began in 1975, the competition for the top position was not only restricted to the flagship products. RELATED: Why Pokemon Duel Shut Down History of Vault and Citrus Soda Segment Initially tested and distributed in mid-western and southern states it was suddenly popular and the demand for the drink surged everywhere. It took the nation by storm when the iconic line first appeared “Drinks like a soda, kicks like an energy drink”.

VAULT DRINK TV

The most memorable slogan out of all was the one that took place in the form of a TV commercial during the 2006 Superbowl XL between the Seattle Seahawks & Pittsburgh Steelers. The Kick.”, “Get it done, and then some”, “Chug & charge”, “Vault, get to it” etc. To tackle this challenge head-on, the following hard-hitting slogans were used for Vault’s advertising “The Taste.

Unfortunately, this product's execution is no better than it's previous efforts (we'd have stuck with Surge).Upon its launch, the soda was heavily marketed as the drink which was synonymous with ‘getting things done since it was introduced as a direct competitor of PepsiCo’s Mountain Dew, which also positioned itself as a go-to carbonated drink for the go-getters and adventurers.

Overall, there's not a whole heck of a lot to praise about this product beyond the fact that Coke isn't going down without a fight. It fits the mold of other Coke products the tactile letter 'V' on the bottle feels like something you'd expect from a brand of sporting goods rather than a beverage. As far as the packaging and branding go, we aren't terribly impressed. What do we think? Well, for starters we feel that this product can only be considered innovative if 'innovative' is defined as 'tastes a lot like Surge.' The flavor is actually pretty pleasant - it's kind of like a cross between Mountain Dew and Surge, with less caffeine bite - but it won't win any awards for originality.

VAULT DRINK CRACK

Vault is Coke's new citrus beverage that 'Drinks like a soda, kicks line an energy drink.' Coke has spent a long time trying to crack Mountain Dew and this is their latest, most innovative attempt.

Vault drink