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Mtn Dew Final Presentation

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Mtn Dew Final Presentation

  1. 1. Presented by: Jessy K – Art Director Nicole Blanton – Copywriter Dennis Demori, Andres Fernandez – Account Planners
  2. 2. BULLIED OUT Energy drinks like Red Bull and Monster Energy are eroding the CSD segment in general, and what MTN DEW has stood for (extreme sports/activities) in particular. 2
  3. 3. SHARE OF THROAT Consumption of CSDs & Energy Drinks (2007) Energy Drinks: 302 million gallons +24.7% CSDs: 14,707 million gallons -2.6% Source: Beverage Marketing Corporation 3
  4. 4. THE CORE ISSUE Competing only in the extreme genre is not sustainable for MTN DEW in the long run. They’ll get clawed to death and gored into oblivion. 4
  5. 5. THE OPPORTUNITY Go after the 18-24 segment to steal share from Sprite and Dr. Pepper, without alienating the 12-17 crowd that has driven MTN DEW sales and who will eventually grow up to be 18- 24 While MTN DEW is the 4th CSD brand ahead of Sprite and Dr. Pepper, 5
  6. 6. A TRADITION OF INNOVATION 6
  7. 7. SUPPORT ≠ SPONSORSHIP The way MTN DEW has done extreme sports is unique in that it became a SUPPORTER of the emerging athletes early on, giving them a platform to take their skills to the next level. It goes way beyond slapping a sponsor’s logo on a billboard. 7
  8. 8. A LOYAL & INVOLVED FOLLOWING Bring back the Dew Dewmocracy.com 8
  9. 9. A LITTLE TOO MUCH FUN… 9
  10. 10. MEDIA HABITS They rely less on TV They notice out of home and transit advertising a lot They’re constantly connected (Web, mobile) and online 10
  11. 11. VISION: It’s all about the journey. CONVENTION: Not so extreme anymore… 11
  12. 12. CREATIVE CONCEPT > 12
  13. 13. 13
  14. 14. SOME EXAMPLES… Kyle Monkey Jake & Amir La Sarah 14
  15. 15. 15
  16. 16. MEET DWIGHT K. SCHRUTE 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. THANK YOU!

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