1. MOUNTAIN DEW
“Welcome Home”

2. RESEARCH
70 200
180
60
160
50 140
120
Percent
40
Index
100
30 80
20 60
40
10
20
0 0
Men Women Age 18-24 Age 25-34 Age 35-44
160
140
120
100
Index
80
60
40
20
0
Never Married Engaged Now Married Widowed/Divorced/Separated

3. PROBLEMS

4. OPPORTUNITY

5. CONSUMER
Hesitant Adult

6. NARRATIVE

7. KEY MESSAGE
“We’re glad you’ve decided to come back for a
short visit.”

8. PROOF