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!