ASSIGNMENT

Integrated Marketing
Communications
MOUNTAIN Submitted by:

DEW: Group 1
Amitesh Gupta PGP/24/011

SELECTING Parth Choudhary

Arushi Kashyap
Mayank
PGP/24/046
PGP/24/071
PGP/24/159
Aditya Thapliyal PGP/24/433

NEW Tanmay Pandey PGP/24/483

CREATIVE
Question 1
What is Moffitt's problem?

Answer:
As the Marketing Director of Mountain Dew brand, Scott Moffitt is facing the unenviable
task of evaluating the ten new creative concepts for the brand’s 2000 advertising plan.
PepsiCo management has always given top consideration to selecting the right creative. They
know that it is one of the most critical decisions they made in terms of impact on sales and
profits.

The Do the Dew campaign, its most successful ad campaign till date, had run its course and
was entering its eighth year, ‘a long stretch by any consumer goods baseline.’ Dew’s
competitors had already started exploiting the opportunities by associating themselves with
the trend. While the Brand Health of dew remains strong its unaided recall has declined by 5
points. As there is relation between advertisement and sales the key challenges in from of
Moffit were:

1. How to keep “Do the Dew campaign strong and running as it depended on extreme
sport as it niche and the sort niche was being exploited by a lot of brands now
2. How to tackle the growth amidst rising popularity of non-carbonated drinks.
3. To come-up with creative ad-campaign within the budget constraint which targets 18-
year teens. Projecting Mountain Dew Energizing, Quenching, and taste as its benefits
while Exhilaration and excitement as emotional benefit. Also Irreverent, daring and fun
as its personality.
4. The choice of creatives that would go for the Super Bowl and the year of 2000

Question 2
Which of the 5 finalist concepts, Pepsi should consider for 2000? What criteria do you suggest Moffitt
should consider in evaluating them?

Answer:
There are a total 5 alternatives from which Moffitt has to select 3 creatives. Of those three,
two of the creatives will be released during Super Bowl. He has to take a decision keeping in
mind the following criteria for evaluation:
1. Creative should be consistent with brand’s marketing and advertising objectives
2. The ad should clearly communicate the message
3. The ad should be appropriate for the target audience
 4. The ad should have a universal appeal

Based on the above criteria, we analyzed the options

Criteria 1 2 3 4
Creative
Labor of Love Positive Negative Negative Negative
Cheetah Positive Positive Positive Positive
Dew or Die Positive Positive Positive Negative
Mock Opera Positive Negative Negative Negative
Showstopper Positive Positive Positive Positive

So the three ads would be:

 Cheetah
 Dew or Die
 Show Stopper
Cheetah and Show Stopper ad should be showcased at the Super Bowl.
Cheetah keeps up the brand strategy of portraying Mountain Dew as an exhilarating
experience and creates a sense of curiosity amongst the viewers without being too
overwhelming. It also matches the brand personality of Mountain Dew.

Showstopper is unique ad and gives a storyline to the regular “dew dudes” by mimicking a
popular musical. The problem could be that the musical it mimics is from 1930s and the
target audience is 18-year-old males and may not be able to relate to them well. However,
this ad could appeal to the older consumers and may result in new brand converts. It would
also serve the events purpose of being an extravagant event matching the energy during that
time.

Dew or Die ad is a bit overwhelming and the story line tries to mix too many aspects in one.
It covers the adventure and daring nature of the brand. It also is connected with the previous
ad which focused on inclusion of teen adventurous girls. However, in terms of
communicating the brand message and move away from the saturated adventure sport theme,
this ad adds uniqueness.