Mountain Dew case study

Mountain Dew, is a yellowish green sugar rich drink with a relatively high degree of caffeine. Pepico, took over this product in 1964 in an effort to complete its product line up in the !D " ar#onated !oft Drink$ category. %ver since 19&4, the ad agency ''D( has #een taking care of the advertising campaign of Mountain Dew. )hrough its creative ad campaigns, Pepsi co and ''D( succeeded in taking Mountain Dew to the num#er * position in its category with a market share of &.1. #y 1999. +owever, #oth Pepsi and ''D( felt that the current campaign has #ecome more or less saturated and predicta#le. ,lso competitors have #een catching up following the similar campaigns #ased on e-treme sports. !o Pepsi co came up with a strategy to revise the mountain Dew campaign to focus the development of new creative which should .symbolize that Drinking Mountain Dew is an exhilarating experience !ince then, ''D( has #een challenged with the task of coming up with a new set of * creatives for Mountain Dew that are to #e selected for the ne-t years campaign and the #est / to #e played during the ne-t season of !uper #owl. )he decision filters suggested to ''D( were01 1. %-pand appeal of Mountain Dew to new users while reinforcing it among current users. )arget 12 year olds as epic center of the creative while ensuring appeal amongst /31*9 age group "current users$ /. ommunicate that drinking Dew is an e-hilarating e-perience

*. Drive universal appeal "white, ,frican ,merican and other ethnic$ 4. )he creative should #ring out the Product #enefits vi40 %nergi4ing, 5uenching, and great taste, %motional #enefits vi4. %-hiliration and suiting to an irreverent, daring and fun personality ''D( came up with a set of 6 creatives from which * are to #e short listed )hey are01

1. Labor of love 7 , humorous spot a#out the #irth of a Dew drinker. )he doctor
calls out, .code green8 and retreats to a catching position. )he #a#y shoots out of he mother inside the la#or room like a canon and the doctor catches the #a#y wearing a #ase #all mitt. This ad picturize that the father dew dude is a young boy in his teens. in a way to portray the point 1 above. It also captures the fun part with the hilarious spot. However, it misses out on the universal appeal (the whole labor plot would be perceived as a sensitive issue by the conservative community . !lso with the base ball glove it loses its generic nature , that it cannot be displayed during a super bowl event. " #ot short listed

2. $ad %heetah 1 9n the ,frican plain, one of the Dew dudes is chasing a
heetah. )he Dew dude catches up to heetah, holds its mouth , put his hand into the mouth and through to stomach and takes out an empty Dew can with few holes. ,pparently the heetah has stolen his Dew can and has even drank it. )he ad ends with a .'ad heetah8 comment. This ad picturize that the daring personality of he &ew dude that too in a naturistic rural bac' ground.

It also captures the fun part with the &ew dude ta'ing the can out of %heetah(s stomach and warning the %heetah. It has the universal appeal as the selection of &ew dudes (all ) are shown at the end themselves belonging to different ethnic groups and the plot being a generic one dealing with !frican wild life. However, the ad could be perceived as a predictable one, on the similar ones that *ontain &ew has been using based on + games. $ut I still recommend this to be the number 1 in the short list

3. &ew of &ie 7 , hilarious plot where a villain plans to #low the planet. )he
dew dudes are called in and in a se:uence of daredevil maneuvers, they accidentally save the world, powered #y a spilt can of dew. This ad picturize that the daring personality of the dudes simultaneously portraying them as funful and care free guys How ever the plot loo's to be on the e,treme side appealing only to the 'ids and not to the teens or adults. -o it does not have he universal appeal #ot short listed

4. *oc' .pera 1 , parody of 5ueen song 'ohemian ;hapsody. )he ad portrays

he story of altered lyrics. ,lternative sports action in which the athletes <ust miss cans od dew as they shoot #y This ad picturize the fun part, and has a universal appeal through the opera plot. !lso the message is communicated through the lyrics. Hence short listed

5. -howstopper 7 horeographed production num#er that mimics a 'u4#y

musical dance from 19*3s. where the dancers are silver clad 'M= riders and skate #oarders who performs for the dew dudes posing as directors. This ad picturize the fun part, and has a universal appeal through the dance plot. Hence short listed