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Mountain Dew:
Selecting New Creative

Group 5, Section A

Contents

1. Problem 2. Situation Analysis 3. Analysis of Proposed Ads 4. Recommendations

Problem

Selection of the best three creatives to maximize the impact of Mountain Dews media budget

Situation Analysis

Consumers
1. Predominantly from the rural towns, but most loyal across category 2. Trend towards new activities and music 3. Techno music gaining in popularity gave birth to raves most popular in metro areas 4. Cynical attitude - Retro is born 5. Highest gatekeeping rating 1. Foray of non-CSDs like Gatorade and Red Bull 2. Surge in ad spending by key competitors 3. Oversaturation of alternative sports in ads

Competitors

Company

1. Relies on more effective ads at lower costs 2. Reducing dependence on alternative sports parking attendant ad 3. Decides to broadcast the ads at Superbowl

Executional Strategies

1. Audience fatigue Add new dimensions to the Do the Dew campaign, move away from the alternative/extreme sports executions 2. Gatekeeping Emphasize energy in advertisements 3. Competition from non-CSDs Reinforce brand personality traits such as irreverence, daring and fun

Brand Consistency Study

Labor of Love Adventurous Wild Active Daring Courageous Exciting Free-spirited Rebellious Spontaneous Athletic Youthful Cool Hip Out-going P P P P P P P P Cheetah P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P P Dew or Die P Mock Opera P Showstopper

Labor of Love

Positives
Conveys energy and irreverence Scope for humor

Negatives
Humor may not be obvious to all Might not go down well with mothers

Cheetah

Positives
Strongly aligned with adventure and daringness Ideal for Superbowl showcases a competitive spirit Exhilarating experience Easy to understand

Negatives
Gatekeeping factor

Dew or Die

Positives
Is consistent with the brand imagery of daredevilry, excitement and fun Acceptance among a demographically diverse audience Competitive spirit

Negatives
Action involved in the league of alternative sports

Mock Opera

Positives
Irreverent parody of a famous song Excitement alternative sports action

Negatives
Alternative sports have already been overused

Showstopper

Positives
Movie of the 1930s cashing in on the retro phenomenon

Negatives
Doesnt convey daredevilry or excitement Dew Dudes as passive people BMX riders and skateboarders

Recommendation

Labor of Love

Consistency: Excitement / Exhilaration &

Cheetah (Superbowl)

Dew or Die (Superbowl)

Humor

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Group 5, Section A