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  • IMC SectionB Group10 (Autosaved)

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    Pramod Nayeeni
    36 views4 pages
    The document discusses marketing campaigns for Mountain Dew over the years from 1992-2000. It notes that distribution was initially limited to rural regions in 1992 and performed well in taste tests. From 1994-95, the campaigns used similar "pool-outs" creative spots that faded consumer interest. The 1997 spots used celebrity endorsements and different creatives. By 1998, the advertising became predictable and relied too heavily on extreme sports. The 2000 scenario highlighted how the Super Bowl provides easy exposure to a huge audience, motivating distributors and generating significant public attention and discussion.

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    Mountain Dew - New Creative

    Original Title

    IMC SectionB Group10 [Autosaved]

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    The document discusses marketing campaigns for Mountain Dew over the years from 1992-2000. It notes that distribution was initially limited to rural regions in 1992 and performed well in taste tests. From 1994-95, the campaigns used similar "pool-outs" creative spots that faded consumer interest. The 1997 spots used celebrity endorsements and different creatives. By 1998, the advertising became predictable and relied too heavily on extreme sports. The 2000 scenario highlighted how the Super Bowl provides easy exposure to a huge audience, motivating distributors and generating significant public attention and discussion.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    36 views4 pages

    IMC SectionB Group10 (Autosaved)

    Uploaded by

    Pramod Nayeeni
    The document discusses marketing campaigns for Mountain Dew over the years from 1992-2000. It notes that distribution was initially limited to rural regions in 1992 and performed well in taste tests. From 1994-95, the campaigns used similar "pool-outs" creative spots that faded consumer interest. The 1997 spots used celebrity endorsements and different creatives. By 1998, the advertising became predictable and relied too heavily on extreme sports. The 2000 scenario highlighted how the Super Bowl provides easy exposure to a huge audience, motivating distributors and generating significant public attention and discussion.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    Mountain Dew: Selecting New

    Creative

    Group 10
    Kusumanth Boddu M027-18
    Nayeeni Pramod M089-18
    Prajwal Roy M088-18
    Remani Vallabh E V K M170-18
    Shipra Kumari M112-18
    The Do the Dew Campaign

    1992 1994-95 1997 1998

    •Distribution was mostly •Three carbon copy •Two breakthrough •Predictable advertising
    limited to rural region “pool-outs of done creative spots •Excessive usage of alt
    •Performed well at taste that. •Celebrity endorsement sports
    tests •Fading consumer •Increasing competition
    •Do Diet Dew interest in the creative •Distinctive Feature
    •Dew Dudes •Different creatives
    2000 scenario WHAT MAKES SUPER BOWL EXTREMELY IMPORTANT CONTEST

    Highly influential event for


    advertisers since decades
    Super Bowl

    Stand out among the Amazing amount of attention


    huge competition and biggest audience

    Easy and effective way to Huge ripple effect in


    motivate distributers and public relations
    retailers
    Thank You!

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