CASE ANALYSIS NOTE

Mountain Dew: Selecting New Creative

ByRachna Menon DM14160 Shiven Saluja DM 14248 Mridula Mallya DM14126 Shouvik Bhattacharjee DM14249 Anosh Doodhmal DM14109

Analysis:
History of Mountain Dew advertising:
1. It was introduced in 1940 and didnt have any brand history or specific culture. 2. Advertising was handled by Ogilvy and Mathers before being Assigned to BBDO in 1973. 3. The drink hit it off in the rural areas of the US, mainly on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas 4. Campaign themes over the years when different ads were run. a. 1970: Hello Sunshine b. 1980: Country Cool c. 1990: Get Vertical, Do the Dew 5. Focused on Cultural Trends a. Grunge& house music started to be used. b. They used the backdrop of Sports which were risky and considered extreme. c. GenX Ethos: It targeted the youth and positioned itself as a good thirst quencher 6. Do the Dew ad campaign made Mountain Dew overtake Diet coke and acquire third position in Carbonated Soft Drinks market

Decision filters
Pepsi monitored Mountain Dews health and used the following data filters to do so: 1. Quantitative and Qualitative research to judge the impact of the ads. 2. They monitored the talk-value or buzz the extent to which the mass media has picked up the ad as well as the word of mouth created. 3. They sought feedback from the Mountain Dew website & unofficial websites. Other than that, the following information was also utilized in decision making: 1. Data was gathered by monitoring the response of the sales-force and bottlers to the ads this Involved direct feedback from the customers and hence crucial to the process

Major issue:
Selection of three best creatives/TVCs, out of five shortlisted ones, including the two to be aired at the time of the Super Bowl

Q1) What is Moffits objectives for the Do The Dew campaign in 2000? Marketing Objectives:
1. The stated objective was to reinforce the brand amongst current users but also expand Mountain Dews appeal to new users. 2. They wanted Dew to be the symbol of exhilarating experiences. 3. Reemphasize Dews positioning in the target market.

Evaluation of proposed adverts

1. Labor of Love Pros o Humorous o Innovative o Its context is very relevant because it grabs attention of sports enthusiasts. Cons o Might be considered offensive o May not appeal to loyal consumer category like traditional families, Working class towns, downscale rural

2. Cheetah Pros o o

Most likely to appeal to Sports/Adventure enthusiasts Promotes all the product, emotional and personality benefits as required by management o Appeals to the psychographic imagery (adventurous, wild) associated with Mountain Dew as well as to the rugged working class and rural towns Weaknesses: o Pooling out on the Dew Dudes might negatively affect the campaign as it would cause repetition

3. Dew or Die Pros o Appeals to the lifestyle and values of the target segment; shows cool, carefree attitude but saving the world at the same time o It suits the target segment as well as attracts the rural base with its heroic themes and background. o It suits the emotional and personality benefits which the management wants. Cons o o

Repetition of Dew Dudes Off-shoot of Done That ad

4. Mock Opera Pros o It uses an already hit number and appeals to varied tastes of people. o Catches on to the trend of Retro becoming trendy and hence appeals to the GenX

Cons: o

Usage of alternative sports and Dew Dudes might create monotony due to repetition

5. Showstopper Pros o It keeps in line with Super Bowl with big bold themes. o Appeal amongst the target consumers Cons o Usage of extreme sports characters o May appeal only to the old timers o Does not connect with the major lifestyle group (Rural). o Repetition of Dew Dudes

Recommendation:
The following three advertisements should be chosen. The first two should be aired at the time of the Super Bowl. 1. Cheetah It is high on empathy and creates a better impact and the brand message is communicated well. 2. Dew or Die It high on empathy and has a high impact on the target group and an average communication style for its brand. 3. Mock Opera This too is high on empathy as well as has a high impact though the brand message could be communicated a little better. We have targeted two for the SuperBowl because:1. It can reach a very high target audience. 2. The ads do not shock or offend any viewers. 3. It has a universal appeal to most types of people.