Mountain Dew

Selecting New Creative

By
M.Krishnan
Sashidharan.S
P.Vijaykumar
Brand positioning over the years
During 60s &70s, Rural Orientation
Hello Sunshine, Mountains, Dew drops, Sun, condensed drops
on can
During 80s, Positioning sub-urban youth
Country Cool, Athletic endeavors
Early 90s, Positioning as National Brand
emphasized athletic stunts, Aggressive rock Music,
Get Vertical campaign
Mid 90s, Targeting Spots
Do the Dew, Done That, Music Grunge, Raves, Extreme
Games, Celebrities
 Demographics
Mountain Dew
Segments Life style
Consumption Index
Upscale suburbs 64 High on lifestyle, high income, high awareness quotient,
flashy lifestyle
Traditional Families 96 Aspiration, low physical activities, classic rock, mid-high
income
Mid Upscale Suburbs 66 Part of urban fringe, mid-high income, educated, vicarious
pleasure seekers baseball fans, gambling, internet,
Metro Elite 72 Urban, educated, diverse, traditional source of
entertainment - fashion, music, films, computers
Working Class Towns 139 Middle income, outgoing hunting, racing, fishing, camping,
owns trucks/vans
Rural Towns & Farms 140 Country side, outgoing in lifestyle fishing, woodworking,
wrestling, camping, Not much into reading
Mid Urban Melting Pot 74 Multi-ethnic, low income, Asian, Africans, Hispanics,
Europeans, Identification dance music, boxing, pro
basketball, lottery, contemporary radio, Low income
Downscale Rural 158 Poor, Socially conservative and religious, high African
Americans, low on education, occupation, income.
Interested in target shooting, tractor pulls, country music,
fishing, hunting
Downscale Urban 76 Poor, Hispanic, African Americans, Dance music, basketball,
lottery, TV viewing (heavy)
 Demographics
Upscale Traditional Mid Metro Working Rural Mid Urban Downscale Downscal
suburbs Families Upscale Elite Class Towns & Melting Rural e Urban
Suburbs Towns Farms Pot

18-34 82 118 101 139 237 225 148 309 99

W/Kids
18-34 77 121 111 85 139 153 104 142 98
W/O Kids
35-54 101 160 108 141 242 212 97 291 107
W/Kids
35-54 56 79 71 47 121 141 52 127 73
W/O Kids
55-64 45 42 64 47 67 91 49 87 55
65+ 13 35 18 21 42 39 31 43 32
Criteria for a successful ad
Empathy
Will the consumers like the ad and is it relevant?
Impact
Will the ad be noticed and is it unique? A stand-out?
Communication
Will the ad be able to convey the key brand messages?
Best 3 for the National Campaign
Cheetah
High on Empathy [African wild], Impact and
Communication
Mock Opera
High on Empathy [song], Impact & a bit low on
Communication
Showstopper
High on Empathy [choreography], Impact & low
on Communication
The 2 for the Super Bowl
Very wide target audience
Should not shock or offend viewers
Universal appeal
On this basis the two ads to be used would be
Cheetah
Mock Opera
 Thank You
For your
Dew-ly attention!