Download - CAN Mountain Dew
Group 25Whitefield, Bangalore:
Biraju Rajyaguru (EPGP-04B-077)
Sujith Balachandran Mundayad (EPGP-04B-111)
Shruti Purohit (EPGP-04B-108)
Sagar Bhavsar (EPGP-04B-087)
Vijayalakshmi MEV (EPGP-04B-123)
Mountain Dew
Selecting a New Creative Advertizement
Case Analysis Notes
Issues/Constraints
“Do the Dew” campaign was getting old and needs to be repositioned.
Other brands were positioning themselves using Alternate Sports and the differentiation that Mountain Dew brought was getting eroded.
Target audience(youth) gravitating towards new activities and new music.
Need to maintain brand relevance with target consumers. Maximize impact with the relatively small media budget. Threat of Non CSD drinks and how to counter it. Decide on what the NEW CREATIVE would be moving
forward. Mountain Dew sales below target.
Decision Options
Devise ways to symbolize Mountain Dew being an exhilarating experience.
Pick three ads out of the five for the new creative
Decide which two ads to run during the superbowl.
Ad Options
The five options that were presented are• Labor of Love• Cheetah• Dew or Die• Mock Opera• Showstopper
Recommendations
Superbowl Ads These two ads would resonate with the diverse superbowl audience
Dew or Die Cheetah
Other ad Mock Opera
Decision Filters
What are the decision filters used by brand managers to evaluate brand communications?
Decision Filters
The major decision filters are• Benefits• Resonance• Brand Symbolism • Product Integration• Campaign Extension
Which according to you are the three advertisements to be produced? Evaluate each of the five options using the decision filters and list the positives and negatives of each ad?
Supporting Analysis
Recommendation
Superbowl Ads These two ads would resonate with the diverse superbowl audience
Dew or Die Cheetah
Other ad Mock Opera
Ad 1 - Dew or Die
Positives• Responds to the psychographic image of their target
audience and consumer base by having daredevil sequences• Different kind of humor which could also appeal to an older
audience• Has dew dudes which symbolizes the Mountain Dew brand• The Mountain Dew can is what powers the dew dudes to
save the world.• Dew Dudes and their daredevil sequences tie in to the
existing campaign Negatives
• The story is focused on an evil villain and the brand value is only due to dew dudes
• No focus on music from a cultural perspective
Ad 2 - Mock Opera
Positives• Responds to the psychographic image of their target audience and
consumer base by having daredevil sequences plus including music• Music of Queen will connect with an older audience and the altered
lyrics could provide humor.• Shows irreverence in parodying the song which symbolizes what
Mountain Dew stands for.• Focus on Dew is strong and shown in the ad when athletes miss the
cans.• Dew Dudes and their daredevil sequences tie in to the existing
campaign
Negatives• The song might not interest the younger audience who might be into a
different kind of music• The story of the altered lyrics could be confusing for the epicenter
audience.
Ad 3 - Cheetah
Positives• Chasing the Cheetah is very energetic and would convey the
benefit of the brand.• The motivation factor in getting the dew back is shown which
will resonate across audiences.• Symbolizes that the dew dudes would go to any length to get
Mountain Dew.• Focus is solely on the Dew and the dude trying to get it back.• Dew Dudes and their daredevil sequences tie in to the
existing campaign
Negatives• It might not connect with an older audience or non adventure
loving folks
Ad 4 - Labor of Love
Positives• Energy level is shown by having the baby shoot out
like a cannon• Would resonate with older audience due to the
theme
Negatives• Younger audience might not get interested due to
the labor and birth theme• There is not much focus on the brand.• No relation to the dudes is shown which will not
extend the campaign
Ad 5 - ShowStopper
Positives• Music based theme which would resonate with the
target audience• Would resonate with older audience due to the theme• Dew Dudes as directors help the connect with the
existing campaign
Negatives• No alternative sports or extreme action sequences.• There is not much focus on the brand.• No value show of the Dew bringing the exhilaration
and its thirst quenching capabilities
Thank you!