Mountain Dew: Selecting New Creative

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Flashback…….
So you want ??
 Increase Profit
 Increase market share
 Build Brand Image

One Solution……
Few Ad’s to start with ..
 Flipkart
Now : https://
www.youtube.com/watch?feature=player_embedded&v=06xQbRD0COY
https://
www.youtube.com/watch?feature=player_embedded&v=06xQbRD0COY
Past :

https://www.youtube.com/watch?feature=player_embedded&v=NriQf4SxnUA
 Fedex
https://
www.youtube.com/watch?feature=player_embedded&v=Xqi_xrgpH
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 Airtel

http://www.youtube.com/watch?v=nIuGHTAwi1g
 JK Cement

http://www.youtube.com/watch?v=P2cqlw3pwFw
 The Caliber

http://www.youtube.com/watch?v=wAquybYFHCU
Communication Process
AIDA Model
Promotion Mix
Personal Selling
Sales Promotion
Sales Promotion
Public Relation
 5M’s of Advertising
Mission
Mission

Measurement
Measurement Money
Money

Media
Media Message
Message

Source:
Source: KKKJ,
KKKJ, Chapter
Chapter 11
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Closer look….
Medium
Medium
Integrated Marketing Communication
Integrated Marketing Communication
Types of Ad and PLC
DAGMAR Model
‘Defining Advertising Goals for Measured Advertising Results’

Awareness - the consumer must first be aware of a brand or

company

Comparison - he or she must have a comprehension of what

the product is and its benefits

Conviction - he or she must arrive at the mental disposition

or conviction to buy the brand

Action - finally, he or she actually buys that product

Source: http://marketingpr.suite101.com/article.cfm/what_is_the_dagmar_advertising_model
Creative Strategy
Analysis of an Ad

Evaluatio
Objectives Theme Character
n

Restate
Restate Leadership
Leadership Humor
Humor Celebrities
Celebrities Creativity
Creativity
Conveying
Conveying Product
Product
Attributes
Attributes Parody
Parody
Belittling Common
Common Man
Man Reach
Reach
Belittling
Competition
Competition
Factual
Factual
Increase
Increase Recall
Recall Animated
Animated Sales
Characters Sales Impact
Impact
Characters
Emotional
Emotional
Creating
Creating Curiosity
Curiosity
Fit
Fit with
with the
the
Social
Social Testimonial Others
Others
Testimonial Objective
Objective
Responsibility
Responsibility
Gunn’s Ad Formats
 The Demo – BSNL 3G(
http://www.youtube.com/watch?v=Ky2caoOPz78)
 Show the Problem – M-Seal (
http://www.youtube.com/watch?v=oY0HW6aYN8U)
 Symbolize the Problem – Tata Indicomm
(http://www.youtube.com/watch?v=mUF8Vf8--2g)
 Symbolize the Benefit – Bournvita Malt Beverage (
http://www.youtube.com/watch?v=eJX5HFLIjYA)
 Comparison – Duracell (
http://www.youtube.com/watch?v=XVTo4y5e08k)
 Exemplary Story – Surf Excel
(http://www.youtube.com/watch?v=2z2b8NDBzjc)
Source:
Source: http://experiencecurve.com/archives/the-12-types-of-ads
http://experiencecurve.com/archives/the-12-types-of-ads
Gunn’s Ad Formats

 Benefits Caused Story – Axe Effect

 Testimonial – TVC (Teleshopping)Ads
 Charecters or Celebs – Rupa Frontline
 Associated User Imagery – Mountain Dew Ads (
http://www.youtube.com/watch?v=sUzZZZWi7aA)
 Unique Personality Property – Bajaj Pulsar (
http://www.youtube.com/watch?v=nGmCNl9nRAc)
 Parody or Borrowed format – Sprite – SeedhiBaat (
http://www.youtube.com/watch?v=Vf8yojsV6j0)

Source: http://experiencecurve.com/archives/the-12-types-of-ads
SCORPIO
Logo?
Scorpio

Jeep Car

Rugged
Soft
Not for city roads
City roads
Not luxury
Ease of driving
Hard to drive
Comfort
Adventure
The Case
 Mountain Dew was a small regional “heavy citrus” flavored brand when
PepsiCo purchased the drink in 1964
 PepsiCo and their ad agency BBDO worked together to build the brand with
advertising so that, by the time of the case, it was on the verge of passing Diet
Coke to become America’s #3 soft drink (after Coke and Pepsi).
 The brand team had a huge success beginning in 1993 with a campaign called
“Do the Dew” featuring zany slacker guys doing wild extreme sports and
making fun of pop culture.
 But, in 1999, there were signs that the campaign was showing its age. So a
central goal of the new advertising was to “keep the campaign fresh” —

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The Creative Filter Model
 What is Brand Communications?

Psychological persuasion :
 Popular models include AIDA (awareness->interest->desire->action) and
 the hierarchy of effects model (learning->feeling->doing)

Brand communications aim squarely at the value proposition

build quality reputation

build perceptions that company is a good relationship partner
frame how consumers perceive product experiences
imbue the brand, as a symbol, with values and identities
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Evaluating Ads with Decision Filters

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Branding

 Benefits Filter

 Symbolism Filter

 Resonance Filter

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Communication
 Story Filter

 Product Integration Filter

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Campaign
 Campaign Extension Filter

https://www.youtube.com/watch?v=zyX_iKzJkxg

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 Thank you

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