🚨 The Challenge
To gear up for the summers in the south and drive sales, PepsiCo’s Mountain Dew created an innovative way to drive communication.
🟢 The Solution
By strengthening distributor and dealer relationships in Andhra Pradesh & Telangana, Mountain Dew roped in Mahesh Babu to send out personalized videos that created customized and personalized advertisements for the stores and asked the customers of the dealers to come and visit the nearest store.
In an initiative to create a strong partnership with retailers across AP & Telangana, Mountain Dew partnered with Rephrase.ai to create more than 25,000 personalized videos.
These videos have been sent via WhatsApp to all the store owners and distributors.
For the first time, personalized messages have been sent in a regional language only for the targeted audiences.
🎯 The Results
The use of personalized messages in the local regional language proved to be a game-changer, allowing Mountain Dew to connect with the targeted audience on a deeper level. By using regional language, the brand demonstrated its understanding and respect for the cultural nuances of Andhra Pradesh and Telangana, further enhancing its appeal to local customers.
The results of this initiative were remarkable. The personalized videos created a buzz and generated increased footfall at stores across the two states. By featuring Mahesh Babu, a beloved celebrity, Mountain Dew successfully captured the attention and interest of the target audience, leading to higher customer engagement and improved sales performance.
Moreover, the personalized approach strengthened the partnership between Mountain Dew and its retailers. By providing tailored advertisements and promotional messages, the brand demonstrated its commitment to supporting and empowering its distribution network. This, in turn, fostered stronger relationships and loyalty among the retailers, leading to increased brand visibility and market presence.