Sun Drop is Going National – Partnering With MTV’s ‘The Real World Las Vegas’
February 22, 2011
Sun Drop, the sleepy citrus soda that is mostly only found in the Southeastern part of the United States is getting a makeover with Dr Pepper Snapple Group’s latest plan to take the soda National. As part of a promotion campaign, the company has partnered with MTV’s Scratch to feature the drink on episodes of ‘The Real World Las Vegas.’ The deal is interesting because rather than just a flat advertising fee, the two companies have entered into a revenue-arrangement based on sales volume.
The Wall Street Journal reports that Dr Pepper Snapple Group is reportedly trying to take some market share from the top selling citrus soda in the U.S., PepsiCo’s Mountain Dew. Mountain Dew has 84.3% of the citrus soda market share while Sun Drop has 2%.
The decision to push the brand Nationally stemmed in part from a study conducted in New York City, “We did a taste test on the streets of New York City, and it has been abundantly clear that Sun-Drop can be a successful brand nationally,” said company spokesman Jason Genthner. “Sun- Drop is unique. It’s had that passionate following for many years, and we’re looking to capitalize on that passionate following and get it out to the masses.”
Given the extremely competitive nature of the declining carbonated soda business it will be interesting to see if Sun Drop can build on it’s smaller regional fan base and become a National brand.
