You are here
NEW YORK -- Coca-Cola is launching a surprising new program to get its Vault beverage into consumer hands. In its new "Don’t Dew It" program, Coke will give away a free sample of its Vault brand with each purchase of PepsiCo’s Mtn Dew, according to a report by Ad Age.
"Simply put, it's designed to drive Vault consideration and recruitment among Dew drinkers," said Scott Williamson, a Coca-Cola spokesman. "We believe that when Dew consumers are offered the opportunity that they'll like Vault better."
Under the program, which will run through late July, consumers can get a 16-, 20- or 24-ounce Vault free with any purchase of a 20-ounce Mountain Dew. Though the number of coupons being distributed is not yet certain, experts estimated redemption of the Vault coupons could reach as high as 40 percent.
Some suggest the Vault initiative may be well timed due to recent name and design change to Mtn Dew, which is proving unpopular with some consumers.