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TRENDS IN MUSIC AND SPORTS

• By 1993, Rap music and hip hop lifestyle was very popular among teens.
Programs like Yo! and MTV Raps were the mainstream cultural venues.
• The “grunge” form of music were marketed heavily by the cultural industries.
Dozens of bands were introduced and the attitude even started appearing in films.
• In the later stages of 1990s, techno music started gaining popularity among
American youth culture, a beat driven music dance format called “raves” later
gained popularity in London as well.
• Rave was popular especially among the teens who partied and danced for long
hours on the floor.
• An Australian based company marketed red bull, which was a rave stimulant.
• Alternative sports also became very popular among teen in the early 1990s. Teens
transformed casual biking, skateboarding etc to adventurous and dangerous
sports, this risk and creativity started attracting spectators.
• These sports were culminated in Extreme Games in 1994 and Mountain Dew was
one of the founding lead sponsor of the event.
“DOTHE DEW” CAMPAIGN 2

Started as “Do Diet Dew” by Bill Bruce, to promote diet dew in the rural regions
(with brand’s stronghold) and further extended to “Do the Dew” to support the entire
brand.

• USP: Diet dew performed well on the product tests as the strong citrus flavor hid
the undesirable taste of artificial sweeteners.

• 1994-95: Focus starts on “Do the Dew” campaign

• 1994-95: The first breakthrough ad of the campaign, done that featuring the dew
dudes was launched establishing course for further ads. Three carbon-copy pool
outs of done that launched

• 1995: Consumer interest begins fading fast in the creative.

• 1995: Second hit ad was launched (Mel Torme) featuring a vegas lounge singer,
featuring dew dudes where the artist makes a jump.
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• 1995 : James Bond 007 ad portraying chase was launched, in “training” Andre Agassi
performed extreme sports with dew dudes as coaches.

• 1997: Two major hit spots – with nirvana’s director for a parody of Thank Heaven.
Jackie Chan action sequence merged with “seen it already” motif launched with dew
dudes helping him with dew cans.

• Less successful spots: Scream – A high speed amalgam of extreme sports shot to
answer “What is mountain dew?” and Michael Johnson – spot developed to create
appeal in African- American community.

• 1998: Concerns of ads being too predictable

• 1999: Parking attendant – an effort to move towards alternative expression as extreme

sports was moving towards other product ad strategy, featuring a parking attendant
taking liberties while parking a BMW – inspired from pulp fiction (Quentin Tarantino).