Mountain Dew Case Write Up Analysis

From:

Mountain Dew Case Writeup

Recommendation:

I recommend the Cheetah, Mock Opera, and Dew or Die ads to be produced for the 2000 Mountain Dew campaign. The reasons for choosing these finalists are that they satisfy the requirements for the brand communication strategy most successfully. I am explicitly targeting the 18 year old male demographics, they will be mostly appealed to these ads which symbolize the energizing/exhilarating feelings Mountain Dew is positioning. The secondary targeted audience is the 20-39 males, which will meet the same criteria as the primary segment and are equally influenced as the younger demographic. Cheetah and Mock Opera will best fit as Pepsi’s ‘representatives’ to be aired during the 2000 Super Bowl and the best out of the three chosen, while Dew or Diew will only be used for the balance of 2000. The other two spots, although very creative, are not as well targeted against the 18 year old males. The Labor of Love ad will mostly appeal to the new parent segment, while the Showstopper will attract mainly women.

Basis for Recommendation:

1. Cheetah will best be used for the Super Bowl as it communicates the brand’s benefits accurately and in a compelling manner.

• The targeted audience will associate this ad as agile and quick, communicating the brand’s benefits accurately as energizing/exhilarating experience.

• The fact that this ad features a young man chasing a Cheetah down with a bike appeals to the young demographic, which are targeted, as it demonstrates quickness and determination.

• The risk taking to get the Mountain Dew back from the animal’s mouth shows brand symbolism.

• The brand is the central component of the story and it is easily understandable, dew dude chases the cheetah and tackles it to get his drink back.

• Mock Opera will work best if aired in the Super Bowl, although not highly choreographed to win the ad-tracker, we need to stay focus on the 18 year old males who will...