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Mountain Dew Case Proposal

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Mountain Dew Case Proposal

  1. 1. Problem Statement Mountain Dew’s account managers must determine: what is the most appropriate decision to sustain and improve the brand’s position in the marketplace? They must decide which ads will make or break the brand, and must choose the right ads to maximize the impact of Mountain Dew with their relatively small media budget. The two dilemmas they faced were: How to keep the “Do the Dew” campaign working hard to build the brand given that extreme sports were overused, and how to respond to the growing threat of functional drinks? Constraints • Limited media budget. • Many other brands are sponsoring the same alternative sports that Mountain Dew had relied upon to boost its image in the past. • Teens are gravitating towards new activates and new music that Dew’s competitors have successfully exploited in their branding activities. • Key competitors are raising their ad budgets as competition heats up, sending Mountain Dew sales below target. • Introduction of functional drinks and high energy drinks like Red Bull. • Coca-Cola has become America’s drink of choice. Decision Options: • Find a way to symbolize that drinking Mountain Dew was an exhilarating experience without overexposing extreme sports.
  2. 2. • Pick three out of ten commercials to air for Mountain Dew. Two of the best ads will air during the Super Bowl, and then all three ads would be broadcasted through 2000. Final Decision: It is important when selecting media that a certain criteria is met and satisfied. Historically, selecting the right media was one of the most important and critical decisions Mountain Dew executives made in terms of impact on sales and profit. After reviewing the target audience for Mountain Dew, the psychographics of users, and the perceptions of the brand I have identified three commercials that I think would deliver the best results for the Mountain Dew Brand. The commercials I picked to use are: Dew or Die, Showstopper, and Mock Opera. User imagery is high for Mountain Dew users, so I think that it is best to pick to commercials that will allow the consumer to relate with the product and the commercial. These commercials overpower the other brands by offering the same intense experience as Surge, but staying away from the sweet, innocent feeling of the “lighter” drinks. They also allow the viewer to imagine the experience of Mountain Dew, and do so in different ways so that the brand image and the themes of the ads do not seem repetitive and “old” or overused. • Dew or Die responds to Mountain Dew’s psychographic imagery for their target audience and consumer base. This commercial shows confident men trying to save the world and get the girl-something I think their target audience could relate to.
  3. 3. • Mock Opera uses popular music which is important for Dew Drinkers because it allows the consumers to identify with the commercials-it is catchy too. It also involves sports, but does not go as far as overusing the extreme sports. • Showstopper would be a good choice for the Super Bowl because the commercial has a lot going on and potentially has a storyline that could be interesting. This commercial would be engaging and all people can relate to it, not just their target audience (which is important to do when you are advertising on such a demographically diverse program like the Super Bowl). The use of different forms, dances and techniques in Berkeley’s dance numbers and musicals are colorful and unique, making it a lasting experience for viewers and one that should not be easily forgotten. You would have to be careful using Berkeley’s forms because he often was accused for exploiting women in his plays and dances. This mix of commercials communicates what the Mountain Dew brand thinks is the most important and all have the potential to reach a broad consumer base. The same intense experience that Mountain Dew has prided their ads on is still apparent, only in new and innovative ways.

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