Creative Strategy Advertising Paper

MKTG 4740

9/24/14

Class Deliverable 3

The product I chose to focus on is Mountain Dew. By looking at each advertisement you can infer that the original strategy that Mountain Dew is trying to get across is very one-directed. Each advertisement features an extreme sport along with the slogan “Do the Dew”. From this you can infer that the strategy was and is to associate the brand Mountain Dew with excitement, adventures, and extremities represented by sports. They show this by the slogan “Do the Dew” which could infer the brand calling out the target market to “do the excitement”, “do the adventures”, and “be extreme”.

The target audience is quite evident. Shown by Mountain Dew’s advertisements you can see that they are solely targeting males. These could be males from age 18 through mid-20s who seek excitement, adrenaline, and fun. Since the advertisements are based around extreme sports the target audience would also reach those who support, partake in, and watch extreme sports such as skateboarding, surfing, snowboarding, street bikes, dirt bikes, etc.

The problem with Mountain Dew’s strategy and target market is that it is built on a stereotype. The “skater boy” or “surfer dude” stereotype is what is targeted and marketed towards in all advertisements which is only a small group out of the whole population. The brand doesn’t seem to have a plan to deal with this problem or to solve it in their advertising methods. There are several ways the company could solve this problem. To start off they could expand their target market to the female gender or even expand the target market to different stereotypes of males. By expanding their marketing towards those who play more traditional sports such as football, soccer, or baseball they would be eliminating the singular stereotype and moving into a target of those who play sports or enjoy sports. Another expansion they could partake in is targeting different races of people rather than just targeting the...