mountain dew case

1. Mountain Dew
SelectingNew Creative
Submitted By-
Sumanshu Verma

2. Brandpositioningovertheyears
• During ‘60s &‘70s, RuralOrientation
• “Hello Sunshine”, Mountains, Dew drops, Sun,condenseddrops
on can
• During ‘80s, Positioning sub-urbanyouth
• “Country Cool”,Athleticendeavors
• Early ‘90s, Positioning as NationalBrand
• emphasizedathletic stunts,Aggressiverock Music,
“Get Vertical” campaign
• Mid ‘90s, Targeting‘Spots’
• “Do the Dew”, “Done That”, Music – ‘Grunge’, ‘Raves’, ‘Extreme
Games’,Celebrities

3. Demographics
MountainDew
ConsumptionIndex
Segments Life style
Upscalesuburbs 64
TraditionalFamilies 96
Mid UpscaleSuburbs 66
Metro Elite 72
Working ClassTowns 139
High on lifestyle, high income, high awarenessquotient,
flashylifestyle
Aspiration, low physicalactivities, classicrock, mid-high
income
Part of urban fringe, mid-high income, educated,vicarious
pleasure seekers–baseball fans, gambling, internet,
Urban, educated, diverse, traditional sourceof
entertainment - fashion, music, films, computers
Middle income, outgoing –hunting, racing, fishing, camping,
owns trucks/vans
RuralTowns& Farms 140
Mid Urban Melting Pot 74
Downscale Rural 158
Downscale Urban 76
Country side, outgoing in lifestyle – fishing, woodworking,
wrestling, camping, Not much intoreading
Multi-ethnic, low income, Asian, Africans, Hispanics,
Europeans, Identification – dance music, boxing, pro
basketball, lottery, contemporary radio, Lowincome
Poor, Socially conservative and religious, high African
Americans, low on education, occupation,income.
Interested in target shooting, tractor pulls, countrymusic,
fishing, hunting
Poor,Hispanic,AfricanAmericans, Dancemusic, basketball,
lottery, TVviewing(heavy)

4. Demographics
118 101 139 237 225 148 309
121 111 85 139 153 104 142
W/Kids
W/OKids
W/Kids
W/OKids
Upscal
e
suburb
s
Traditiona
l Families
Mid
Upscale
Suburb
s
Metro
Elite
Workin
g Class
Towns
Rural
Towns&
Farms
Mid Urban
Melting
Pot
Downscal
e Rural
Downsc
al e
Urban
18-34 82 99
18-34 77 98
35-54 101 160 108 141 242 212 97 291 107
35-54 56 79 71 47 121 141 52 127 73
55-64 45 42 64 47 67 91 49 87 55
65+ 13 35 18 21 42 39 31 43 32

5. Criteria for asuccessful ad
• Empathy
• Will the consumers like the ad and is it relevant?
• Impact
• Will the ad be noticed and is it unique? A stand-out?
• Communication
• Will the ad be able to convey the key brand messages?

6. Best 3 for theNational Campaign
• Cheetah
– High on Empathy [African wild], Impactand
Communication
• Mock Opera
– High on Empathy [song], Impact & abit lowon
Communication
• Showstopper
– High on Empathy [choreography], Impact & low
on Communication

7. The2 for theSuperBowl
• Very wide target audience
• Should not shock or offendviewers
• Universal appeal
• Onthis basis the two adsto be used wouldbe
• Cheetah
• Mock Opera

8. ThankYou

9. Labour of love
• Brand Filter
Since, a new-born child doesn’t have to do anything with mountain dew. So, it makes no sense
for this ad as a daring, sporting kind of image as one should be very careful while handling a
baby. It will create a negative image in the mind of customers about the brand. So, labour of love
is filtered out of the five given proposals.
• Communication Filter
This idea is less engaging because they are trying to communicate that it is a very hard task like
a sport to handle a new born kid and mountain dew can give you energy to handle the task.
When a child is born successfully there is a natural energy in parents as well as doctor, so to
correlate that with mountain dew is not a good idea.
• Campaign Filter
Yes, this can be considered as okay because when that child was born and the doctor that
delivered baby drank dew. This communication can be extended by showing that after several
years that child is healthy and full of energy and drink mountain dew like the doctor that was
there when he came to the world.

10. Cheetah
• Brand Filter
This filter is okay. As Cheetah is fastest animal and the man chasing is going faster than Cheetah
to get his dew back shows the thrust, eagerness, and thrill for the drink. This is how mountain
dew wants to show itself to its customers.
• Communication Filter
This idea is original as well as creative. It engages the young generation with those four dew
dudes who were always chilling and drinking dew. It as looks very thrilling and sporty as one of
the dude is chasing cheetah and beating him in race at the same time inserting one his hand in
cat’s mouth and taking back his can which shows the daredevil in him. Customers can relate
themselves with dudes.
• Campaign Filter
Yes, the campaign can be extended further with the four cool dude guys showing some more
stunts in other places and with other things.

11. Dew or Die
• Brand Filter
A villain is trying to blow up the whole planet which can be considered wrong by some customers
and does not match with brand values as one of the mission of today’s companies is to save the
earth. And the tagline Dew or Die is not matching with company’s values.
• Communication Filter
It is not original but a hypothetical idea in which there are villains and heroes who fight with each
other and as usual hero wins by saving whole planet. Relating it with customers is difficult.
• Campaign Filter
This campaign has no extension and cannot be used in forthcoming ads because planet is saved
and villains are killed and that is happy ending of story.

12. Mock Opera
• Brand Filter
Yes, it is evoking interest as certain athletes are not able to shoot down the dew can and cool
dude guys are catching it at the end makes it interesting.
• Communication Filter
This idea is engaging as it communicates with two types of audience, one who loves sports and
another who loves opera. But conveying messages of thrill, daredevil, and excitement is a bit low
but can be considered.
• Campaign Filter
Yes, with four cool dudes that communication can extended and can be shown in forthcoming
ads.

13. Showstopper
• Brand Filter
Yes, it is interesting, relevant to customers as they are familiar with films and how they take and
retakes many times, which is a tiring task. With drinking dew directors and actors get energized
and can do their work smoothly. Showstopper is mountain dew can which can be helpul in
retaining the brand name and logo in customers’ mind.
• Communication Filter
This idea is unique and creative as it shows the cool dudes and hard-working actors which will
target both type of customers cool and hard working. People can relate themselves with those
dancers who got tired and boss want to work them hard even after performing good.
• Campaign Filter
Yes, with some other retake of another film and with four cool dudes this campaign can be
extended and can be shown in forthcoming ads.