Mountain Dew case study
Mountain Dew, is a yellowish green sugar rich drink with a relatively high degree of
cafeine. Pepico, took over this product in 1964 in an efort to coplete its product
line up in the !"D #!ar$onated "oft Drink% category. &ver since 19'4, the ad agency
((D) has $een taking care of the advertising capaign of Mountain Dew. *hrough its
creative ad capaigns, Pepsi co and ((D) succeeded in taking Mountain Dew to the
nu$er + position in its category with a arket share of '.1. $y 1999. ,owever, $oth
Pepsi and ((D) felt that the current capaign has $ecoe ore or less saturated
and predicta$le. -lso copetitors have $een catching up following the siilar
capaigns $ased on [Link] sports. "o Pepsi co cae up with a strategy to revise
the ountain Dew capaign to focus the developent of new creative which should
/symbolize that Drinking Mountain Dew is an exhilarating experience "ince
then, ((D) has $een challenged with the task of coing up with a new set of +
creatives for Mountain Dew that are to $e selected for the ne.t years capaign and
the $est 0 to $e played during the ne.t season of "uper $owl.
*he decision 1lters suggested to ((D) were23
1. &.pand appeal of Mountain Dew to new users while reinforcing it aong
current users. *arget 14 year olds as epic center of the creative while ensuring
appeal aongst 053+9 age group #current users%
0. !ounicate that drinking Dew is an [Link] [Link]
+. Drive universal appeal #white, -frican -erican and other ethnic%
4. *he creative should $ring out the Product $ene1ts vi62 &nergi6ing, 7uenching,
and great taste, &otional $ene1ts vi6. &.hiliration and suiting to an
irreverent, daring and fun personality
((D) cae up with a set of 8 creatives fro which + are to $e short listed *hey are23
1. Labor of love 9 - huorous spot a$out the $irth of a Dew drinker. *he doctor
calls out, /code green: and retreats to a catching position. *he $a$y shoots
out of he other inside the la$or roo like a canon and the doctor catches
the $a$y wearing a $ase $all itt.
This ad picturize that the father dew dude is a young boy in his
teens. in a way to portray the point 1 above.
It also captures the fun part with the hilarious spot.
However, it misses out on the universal appeal (the whole
labor plot would be perceived as a sensitive issue by the
conservative community.
!lso with the base ball glove it loses its generic nature , that it
cannot be displayed during a super bowl event. " #ot short
listed
0. $ad %heetah 3 ;n the -frican plain, one of the Dew dudes is chasing a
!heetah. *he Dew dude catches up to !heetah, holds its outh , put his hand
into the outh and through to stoach and takes out an epty Dew can with
few holes. -pparently the !heetah has stolen his Dew can and has even drank
it. *he ad ends with a /(ad !heetah: coent.
This ad picturize that the daring personality of he &ew dude
that too in a naturistic rural bac' ground.
It also captures the fun part with the &ew dude ta'ing the can
out of %heetah(s stomach and warning the %heetah.
It has the universal appeal as the selection of &ew dudes (all )
are shown at the end themselves belonging to di*erent ethnic
groups and the plot being a generic one dealing with !frican
wild life.
However, the ad could be perceived as a predictable one, on
the similar ones that +ontain &ew has been using based on ,
games. $ut I still recommend this to be the number 1 in the
short list
+. &ew of &ie 9 - hilarious plot where a villain plans to $low the planet. *he
dew dudes are called in and in a se<uence of daredevil aneuvers, they
accidentally save the world, powered $y a spilt can of dew.
This ad picturize that the daring personality of the dudes
simultaneously portraying them as funful and care free guys
How ever the plot loo's to be on the e-treme side appealing
only to the 'ids and not to the teens or adults. .o it does not
have he universal appeal
#ot short listed
4. +oc' /pera 3 - parody of 7ueen song (oheian =hapsody. *he ad portrays
he story of altered lyrics. -lternative sports action in which the athletes >ust
iss cans od dew as they shoot $y
This ad picturize the fun part, and has a universal appeal
through the opera plot. !lso the message is communicated
through the lyrics. Hence short listed
8. .howstopper 9 !horeographed production nu$er that iics a (u6$y
usical dance fro 19+5s. where the dancers are silver clad (M? riders and
skate $oarders who perfors for the dew dudes posing as directors.
This ad picturize the fun part, and has a universal appeal
through the dance plot. Hence short listed
