Professional Documents
Culture Documents
Mountain Dew:
Selecting New Creative
Group 5, Section A
Contents
Problem
Selection of the best three creatives to maximize the impact of Mountain Dews media budget
Situation Analysis
Consumers
1. Predominantly from the rural towns, but most loyal across category 2. Trend towards new activities and music 3. Techno music gaining in popularity gave birth to raves most popular in metro areas 4. Cynical attitude - Retro is born 5. Highest gatekeeping rating 1. Foray of non-CSDs like Gatorade and Red Bull 2. Surge in ad spending by key competitors 3. Oversaturation of alternative sports in ads
Competitors
Company
1. Relies on more effective ads at lower costs 2. Reducing dependence on alternative sports parking attendant ad 3. Decides to broadcast the ads at Superbowl
Executional Strategies
1. Audience fatigue Add new dimensions to the Do the Dew campaign, move away from the alternative/extreme sports executions 2. Gatekeeping Emphasize energy in advertisements 3. Competition from non-CSDs Reinforce brand personality traits such as irreverence, daring and fun
Labor of Love
Positives
Conveys energy and irreverence Scope for humor
Negatives
Humor may not be obvious to all Might not go down well with mothers
Cheetah
Positives
Strongly aligned with adventure and daringness Ideal for Superbowl showcases a competitive spirit Exhilarating experience Easy to understand
Negatives
Gatekeeping factor
Dew or Die
Positives
Is consistent with the brand imagery of daredevilry, excitement and fun Acceptance among a demographically diverse audience Competitive spirit
Negatives
Action involved in the league of alternative sports
Mock Opera
Positives
Irreverent parody of a famous song Excitement alternative sports action
Negatives
Alternative sports have already been overused
Showstopper
Positives
Movie of the 1930s cashing in on the retro phenomenon
Negatives
Doesnt convey daredevilry or excitement Dew Dudes as passive people BMX riders and skateboarders
Recommendation
Labor of Love
Cheetah (Superbowl)
Humor
LOGO
Group 5, Section A