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Agenda
› What are Integrated Marketing Communications?
› Global Communication methods
› Investor Relations
› Main outcomes
› Mountain Dew¶s main campaigns
2006 Code Red
Diet Mountain Dew at the extremes
ż Printed ads and TV spot
› Communication codes
› Interactive Communication
› Public Relations
9 at are
Integrated Brand Communications?
› m

 
 


 communications strategy that integrates
all communications activities
ż Public relations, dvertising, Investor
relations, Interactive or internal
communications

GO
to manage the company's most

precious asset
its brand.
Investor Relations





½ Gain and retain the acceptance of core action
sports participants

½ ~
 to increase sales.

½ sponsorships of high profile athletes

½ haun White, Hannah Teter, Paul Rodriguez, Chad
Kagy.

½ sponsorships of leading actions sports properties

such as

½ Dew ction ports Tour, X Games and Winter X Games
~lobal Communication met ods
½
oth a national level and local level.
½ lements across all marketing channels to
ensure brand consistency and action
sports relevance.
± online,
± in-store,
± TV,
± print ads
± on-pack
± consumer premium elements.
Êain outcomes
›m    
  

uild and maintain an audience for the
site. verage time on site and page views
per visit are consistently getting higher.

› ñ 


Has built a substantial online community
(Through acquisition campaigns), that can
be leveraged via eDirect Marketing (eDM)
campaigns for future promotions and
competitions.
› 
  

  




ngage with Fans in one of the world¶s largest
social networks, concurrently with their own Dew
Crew community.
Êountain Dew·s main campaigns
2006/ Êountain Dew Code Red (Pepsico)

http
www.youtube.comwatch?v=9Wpi0h9
dljw&feature=Play ist&p=00C1FD09DCC2

&index=0&playnext=1
› 9
9
Funny surprising, entertaining and memorable.
The Code Red bottle introduced early in the spot + several
appearances before the logo shot at the end.
The unexpected twist in this spot (when the heads of the two
guys expand balloon-like as they are being shot full of water)

 

use of the spaghetti western music and
widescreen-effect

› 9

 
 lot of buzz of the type where the spot¶s story is told (or the
visual effect is described) but the brand gets lost.

* 
   




 


 
 

 ñ
.
d

     
î SPOî analysis
› Ôew campaign (both Television and Print)
The TV ad shows a volunteer being lowered into shark-infested waters
as a camera crew and divers in a shark cage watch.

› ³In these shark-infested waters, a team of scientists and one

brave volunteer are about to find the answer to an important
question
Is Diet Mountain Dew as much of a thrill as
Regular Mountain Dew?´

› ³The results were clear. Diet Mountain Dew is  TH DW

with none of the calories.´

› ³How Dew Does Diet - With Great Ôew Taste.´

› http
fr.truveo.comDiet-Mountain-Dew- hark-
Commercialid221920
› 9
9

Original colors to catch the consumers¶ attention
hort and strong catch phrases
Use humor to illustrate a point - all is not what it seems
to be.
Consequence
The ads will engage people.
 9
ñ  


Pitched at current Mountain Dew drinkers (¶Diet Dew is just
as good as the original¶ is not much of a message if you
don¶t like Mountain Dew).
ÔOT many linkages between the restrained print and the
over-the-top television advertising.

re there dual users of diet and regular drinks?

ż Or is Mountain Dew intentionally cannibalizing on its
business?

* 
 

 


 


 ! 

"
#
        
 
  

 
 

$## 
 
%
Êountain Dew Commercial
Êountain Dew Diet Commercial
Communication Codes
› 

†oung adults, creation of a community (Do the
Dew)

› 



Taken from movies (reminding the ast amurai
& The Texas Chain aw Massacre) out-of-the-
wall humour,

› 
nergy, sports, self determination,
entertainment, movies, videogames, nature
m



 

› &
#
ñ

 

Interactive communication through online games

ome prices to win to

stimulate

Participation through social

networks
×  
 
›  strong link with the consumer

›  personal & clear communication

› Development of the Mountain Dew

community
î ank you for your attention!