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Presented by:
Jessy K – Art DirectorNicole Blanton – CopywriterDennis Demori, Andres Fernandez – Account Planners
BULLIED OUT
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Energy drinks like Red Bull and Monster Energy are eroding the CSD segment in general, and what MTN DEW has stood for (extreme sports/activities) in particular.
SHARE OF THROAT
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Consumption of CSDs & Energy Drinks (2007)
CSDs: 14,707 million gallons
Energy Drinks: 302 million gallons
Source: Beverage Marketing Corporation
+24.7%
-2.6%
THE CORE ISSUE
Competing only in the extreme genre
is not sustainable for MTN DEW in the long run. They’ll
get clawed to death and gored into oblivion.
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THE OPPORTUNITY
Go after the 18-24 segment to steal share from Sprite and Dr. Pepper, without alienating the 12-17 crowd that has driven MTN DEW sales and who will eventually grow up to be 18-24
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While MTN DEW is the 4th CSD brand ahead of Sprite and Dr. Pepper, it trails them in the 18-24 segment.
A TRADITION OF INNOVATION
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SUPPORT ≠ SPONSORSHIP
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The way MTN DEW has done extreme sports is unique in that it became a SUPPORTER of the emerging athletes early on, giving them a platform to take their skills to the next level. It goes way beyond slapping a sponsor’s logo on a billboard.
A LOYAL & INVOLVED FOLLOWING
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Bring back the Dew
Dewmocracy.com
A LITTLE TOO MUCH FUN…
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MEDIA HABITS
10They’re into advertising they can touch, feel and
interact with
They’re constantly connected (Web,
mobile) and online
They notice out of home and transit advertising a lot
They rely less on TV
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CONVENTION:Not so extreme
anymore…
VISION:It’s all about the
journey.
MTN DEW FUELS THE QUEST FOR WHAT’S NEXT.
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CREATIVE CONCEPT >
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SOME EXAMPLES…
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Kyle Monkey Jake & Amir
La Sarah
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MEET DWIGHT K. SCHRUTE
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THANK YOU!