Group 5_Section A_Mountain Dew

8/4/2019 Group 5_Section A_Mountain Dew

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LOGO

Mountain Dew:

Selecting New Creative

Group 5, Section A


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Contents

1. Problem

2. Situation Analysis

3. Analysis of Proposed Ads

4. Recommendations


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Problem

Selection of the best three creatives to maximize

the impact of Mountain Dews media budget


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Situation Analysis

ConsumersConsumers

CompetitorsCompetitors

CompanyCompany

1. Predominantly from the rural towns, but most loyalacross category

2. Trend towards new activities and music3. Techno music gaining in popularity gave birth

to raves most popular in metro areas4. Cynical attitude - Retro is born5. Highest gatekeeping rating

1. Foray of non-CSDs like Gatorade and Red Bull2. Surge in ad spending by key competitors3. Oversaturation of alternative sports in ads

1. Relies on more effective ads at lower costs2. Reducing dependence on alternative sports

parking attendant ad3. Decides to broadcast the ads at Superbowl


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Executional Strategies

1. Audience fatigue Add new dimensions to theDo the Dew campaign, move away from thealternative/extreme sports executions

2. Gatekeeping Emphasize energy inadvertisements

3. Competition from non-CSDs Reinforce brandpersonality traits such as irreverence, daring andfun


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Brand Consistency Study

Labor of Love Cheetah Dew orDie Mock Opera Showstopper

Adventurous P P P

Wild P

Active P P P P

Daring P P

Courageous P P

Exciting P P P P

Free-spirited P P P

Rebellious P P P P

Spontaneous P P P

Athletic P P P P

Youthful P P P P P

Cool P P P P

Hip P P

Out-going P P


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Labor of Love

Positives

Conveys energy and irreverence

Scope for humor

Negatives

Humor may not be obvious to all

Might not go down well with mothers


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Cheetah

Positives

Strongly aligned with adventure and daringness

Ideal for Superbowl showcases a competitive spirit Exhilarating experience

Easy to understand

Negatives Gatekeeping factor


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Dew orDie

Positives

Is consistent with the brand imagery of daredevilry,

excitement and fun Acceptance among a demographically diverse audience

Competitive spirit

Negatives

Action involved in the league of alternative sports


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Mock Opera

Positives

Irreverent parody of a famous song Excitement alternative sports action

Negatives Alternative sports have already been overused


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Showstopper

Positives

Movie of the 1930s cashing in on the retro

phenomenon

Negatives

Doesnt convey daredevilry or excitement

Dew Dudes as passive people

BMX riders and skateboarders


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Recommendation

Labor ofLove

Cheetah (Superbowl)

Dew or Die (Superbowl)

Consistency:Consistency:

Excitement /Excitement /

ExhilarationExhilaration

&&

HumorHumor


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Group 5, Section A

Documents

Group 5_Section A_Mountain Dew