Paper

Ad Campaign

Keyonya Varner

BUS/620

Paula Zobisch

December 17, 2012

Ad Campaign

Mountain Dew is on a quest to obtain more profit through its innovative ideas in the marketing campaign. Because Mountain Dew has lost its competitive edge to Coca-Cola, the organization feels the need to implement celebrity marketing. Marketing can be the difference between profit and gain within the industry. Being able to target certain audiences with the help of celebrities has been a common theme with many organizations. Stanford (2012) stated, “Mountain Dew, which accounts for 20 percent of PepsiCo’s U.S. beverage sales, is trying to attract more black and Latino drinkers.” By using celebrities such as rapper Lil Wayne, skateboarder, Paul Rodriguez, and country star, Jason Aldean; the organization is on a mission to gain a competitive edge in regions stretching from California to Louisiana. People are more apt to relate to these celebrities endorsing this product. Because there is so much diversity in society today, Mountain Dew has to dedicate time and resources to meeting the demands and expectations of people from many different cultures.

Today many products become popular because the products are endorsed by celebrities. Mountain Dew is using this strategy wisely as there are so many diverse cultures. Choosing the right celebrity for marketing is the biggest decision that the organization must make. In choosing Lil Wayne, the organization can expect many African Americans to begin buying this product. Lately it seems that Lil Wayne also has a lot of followers because of his interest in skateboarding. This strategy will definitely reach the target audience of African Americans and Latinos.

This strategy is directed at the correct target audience because many consumers that are older than this target market are leaning more to healthier options. Skateboarders and people that are more interested in hip hop are more apt to buy this product with the...