2000: Mountain Dew
It's hard to imagine baby boomers "Doin' the Dew" or getting "vertical" when Mountain Dew was first introduced to Appalachia in the early 1940s. A generational trademark drink of sorts that has come to be likened to plutonium in a can, Mountain Dew didn't motocross its way onto the beverage scene. It was invented by beverage bottler brothers, Ally and Barney Hartman as a "lithiated-lemon" mixer for moonshine and was eventually marketed as a soft drink for the bluegrass set featuring characters like Willy "Gran'Pappy."
The New York Times' 1996 claim that "Mountain Dew has long been celebrated as a case study in how to build a consumer brand," is just as true today. With the power of parent PepsiCo behind it, Mountain Dew has been successfully packaged through the years as the high-voltage beverage to wash down the extreme sports adrenaline. Its current incarnation as the abbreviated "Mtn Dew" enjoyed a 6.8% market share in 2010, just slightly down from 7.2% in 2000.
Meanwhile, Coca-Cola has attempted to horn in on Mountain Dew's sales with the short-lived Surge and, more recently, its hybrid energy drink Vault.
Should new wireless companies Mobilicity, Wind Mobile and Public Mobile be allowed to fail?
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- Yes, the market will decide if they are competitive enough to survive.
- No, the playing field in the wireless market is not level. The government should help these companies.
- I don't know.