This was an enormous feat, as the Super Bowl had been an influential event for advertisers for decades. My specific selection of these three ads is based on: In addition, it should promote loyalty with 20 males and attract new customers as well.
Mountain Dew advertising will convince 18 year-old males that Mountain Dew is the single most daring yet great tasting and fun beverage selected by daring individuals who value excitement and fun. The hot, dusty backdrop is an excellent setting in which to quench your thirst with a Mountain Dew.
If one of the sports athletes in the commercial is a female then it will make it more inviting to the female demographic.
Only three advertisements were going to be chosen, two to be played during the Super Bowl and all three throughout the year In marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative.
There were ten initial concepts proposed and five remained. It was already October for the marketing executives and decisions had to be made to get the production started. So we ARE targeting other segments?
The selected ads will resonate with our target audience, 18 year old males. This ad should be aired most on ESPN because of its focus on young males.
A new marketing concept must be developed to rejuvenate consumer appeal towards Mountain Dew. Creatives must reinforce and promote that imagery for the target audience.
The Michael Johnson ad did not meet company expectations. The daring and adventurous chase scene in the Cheetah spot, the Rock Star appeal of Mountain Dew in the Mock Opera, and the James Bond theme of Dew or Die share an appropriate balance of humor and action.
It does not resonate with our target market of year old males. The three selected ads combine the right amounts of high intensity and humor to appeal to our target audience, while not alienating other demographics. Alternatives With not even four months before the advertisement debu How to cite this page Choose cite format: They each engage the audience with a somewhat believable albeit romantic storyline.
It is important not to overdue the use of female athletes otherwise this will alienate Mountain Dews core youth male market. Scott Moffit, the Marketing Director for Mountain Dew, was the least senior executive and first to evaluate the concepts.
Though the creative changed, the target market for Mountain Dew remained in line. Focus needed to be more on the Dew product.Ppt on "Mountain Dew: Selecting New Creative" case study. On the HBR case mi-centre.com PepsiCo, Inc.
is among the most successful consumer products companies in the world, with revenues of over $20 billion andemployees. “Do the Dew!” This was a long time tag line for the Mountain Dew brand. In marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this [ ].
The bases for not selecting the ShowStopper or Labor of Love ads are: * Showstopper and Labor of Love portray a theme not in line with the Mountain Dew strategy and do not cater to the target market * Showstoppers depicts a show tune attempting to.
Mountain Dew case studyMountain Dew, is a yellowish green sugar rich drink with a relatively high degree of caffeine.
Pepico, took over this prod. New Creative Approaches To Mountain Dew Cultural Studies Essay. Print Reference this. Pepsi and Mountain Dew were the number two and three soft drinks. Some of the salient points of the case are presented initially before the analysis of the creative brief provided by BBDO.
These points, in my assessment are the factors to be considered.
Mountain Dew: Selecting New Creative Introduction “Do the Dew!” This was a long time tag line for the Mountain Dew brand. In marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative.Download