Bevnet’s Neil Martinez-Belkin suggested this launch had more to do with creating success for O.N.E coconut water brand than extending Mountain Dew’s reach (article link here). This brings us to the purpose of launching these two flavors of Mountain Dew Kickstart. This may ultimately be an attempt to expand the Mountain Dew masterbrand beyond soda and energy drinks by reaching toward athletic consumers. Caffeinated sports drinks may not be detrimental like alcoholic energy drinks but it’s relevance is questionable due to the caffeine. While the body may craves some energy following an intense workout, it could be debated that the workout itself provides energy as a result of the activities. Sports drinks are supposed to replenish what the body loses during sport events (electrolytes, sugars, salts, liquids) and caffeine would not fall under this criteria. If this is Mountain Dew Kickstart’s positioning around the new offerings, the only challenge would be where caffeine fits into the equation. Both variants are infused with coconut water. Mountain Dew’s Kickstart newly launched flavors: Pineapple Orange Mango and Strawberry Kiwi. It could be a morning drink for people that exercise in the morning, or it could also serve an evening recovery drink after workout or recreational sports.

These latest release of Mountain Dew Kickstart would not need to fit under a daypart segmentation. A lightly carbonated energy drinks – with juice flavors and coconut water – can be termed as a hydration drink to compete with the Gatorades and Powerades out there. When mixed with Mountain Dew’s caffeinated citrus sodas, these drinks could be positioned as competition to sports drinks. In essence standalone coconut water is meant for hydration and recovery purposes. On an equivalized volume comparison, coconut water contains similar amounts of electrolytes but fewer calories and sodium, making it a strong substitute for the sports drinks marketed toward fitness-oriented consumers.

Coconut water was targeted as a healthier alternative to sports drinks like Gatorade and Powerade. The “fit” debate may very well go back to the purpose of coconut water. How do these two drinks fit into the Kickstart portfolio? What is the purpose of this launch? This makes the latest launch appear off strategy because it’s not geared specifically toward the morning, afternoon, or evening. Their most recent offerings – Pineapple Orange Mango and Strawberry Kiwi – are infused with coconut water (full press release found here), but does not overtly fit an actual drinking occasion. In 2014 they followed on the morning drinks with two more flavors catered toward evening occasions. The Kickstart offshoot started to segment drinks by dayparts in 2013 and brought out two beverages targeting morning consumption. Image courtesy of .įollowing on one of their most successful drink launches in recent memory, Mountain Dew has added two additional offerings under their Kickstart drink portfolio. Mountain Dew Kickstart’s line-up: Fruit Punch, Orange Citrus, Pineapple Orange Mango, Strawberry Kiwi, Black Cherry, and Limade.

Mountain dew kickstart new flavors