Mountain Dew

1446 Words Aug 18th, 2010 6 Pages
Aug 13,2010

Case Analysis
Mountain Dew: Selecting new Creative

1. Introduction:-
Product/Brand under study – Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940.Its Bright yellow – Green in color and has more sugar, Citrus flavor, and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category.

5 C’s:-
Company – PepsiCo is one of the biggest Soft drink Company in the world. They manufacture carbonated and non-carbonated Soft drinks along with salty, sweet and cereal based snacks. Besides Pepsi, the company, Mountain Dew brand as well.
Competitors – The retail carbonated soft drinks
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* In 1999, Carbonated Soft Drinks sales suffered as a result of customer’s sticker shock to a category-wide 5% retail price increase. * In the 1990s, Mountain Dew used musicians and celebrities in its advertisements but struggled to impact the consumers. * By 1998, PepsiCo managers were worried that the advertisements were becoming too predictable and also that the use of alternative sports was becoming less impactful due to oversaturation. * Mountain Dew had the highest ‘gate-keeping’ ratings of all carbonated soft drinks. It was the drink that mothers tried the hardest to keep out of the stomachs of their children. * PepsiCo managers had yet to find a research method that was accurate enough to rely upon to provide definitive judgments on ad effectiveness.
Mountain Dew had much lower market penetration of the total population

Evaluation of alternatives – To end the monotonus advertising campaign the company is evaluating the following advertisements in order to find start a new marketing campaign that will appeal the consumers. Folloeing are the pros and Cons of each Advertiesement.

Dew or Die
Plot: Dew Dudes powered by the spilt can of Mountain Dew save the world from evil villain who is threatening to blow the planet. In between they perform daredevil maneuvers down a mountain and get side-tracked in a ski lodge with some girls.
Psychographic Imagery:
Pros:
1. Fit up the image of adventurous, wild, daring,

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