PepsiCo Extends 'A Free Zero' at Dollar General

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Dollar General joins other retailers drumming up support for PepsiCo's new Mtn Dew Zero Sugar beverage.

At the dollar store chain, Mtn Dew Zero Sugar SKUs enjoy secondary merchandise space via account-specific floorstands plugging a digital offer for a free 20-ounce Pepsi or Mtn Dew Zero Sugar beverage with purchase of any two 20-ounce Pepsi or Mtn Dew drinks. Similar account-specific floorstands merchandising Pepsi Zero Sugar also communicate the offer, which is valid through March 15.

Mtn Dew Zero Sugar has received support from a variety of retailers since rolling out nationwide on Jan. 13. The SKUs, for example, currently enjoy secondary merchandising space via floorstands at Walgreens and Circle K with the latter exclusively carrying the beverage as a fountain drink. 

Elsewhere in Dollar General stores, endcaps stocking PepsiCo/Frito-Lay SKUs in January were outfitted with signage activating the manufacturer's National Football League sponsorship and promising shoppers $2 off the combined purchase of one Pepsi-Cola product and one Frito-Lay SKU ahead of Super Bowl 2020. The digital offer has since expired, but typically runs annually ahead of the big game.  

NOTE: For more on Dollar General, visit Path to Purchase Institute members have access to more than 2,000 images and 260 articles of marketing and merchandising activity at Dollar General, along with a full Retailer Profile outlining the chain’s operations and strategies.