Mountain Dew

998 Words Apr 10th, 2008 4 Pages
Mountain Dew: Selecting New Creative
Introduction
“Do the Dew!” This was a long time tag line for the Mountain Dew brand. In 1995 marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative. Though the creative changed, the target market for Mountain Dew remained in line. Mountain Dew’s ad campaign between 1995 and 1999 did not fare extremely well. PepsiCo decided that in 2000 Mountain Dew would be featured during the Super Bowl rather than Pepsi. This was an enormous feat, as the Super Bowl had been an influential event for advertisers for decades. It was already October 1999 for the marketing executives and decisions had to be made to get the
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Selecting an advertisement that is closely related would be the most attractive strategy. “It is important for marketers to devise communications that (1) offer consistent messages about their products and (2) are placed in media that consumers in the target market are likely to use.” (Donnelly, Peter, 2007) Understanding this, the marketing executives would need to choose advertisements that are related; therefore, Mock Opera, Dew or Die, and Showstopper would be the most appealing to consumers. For the Super Bowl feature Mock Opera and Dew or Die would be the least complicated to produce. Showstopper would involve many choreographed moves that would take longer to produce. The benefits of selecting this alternative would be that Mountain Dew would receive two features during the Super Bowl and that they would be able to reach their objective as well. They would also meet their market positioning objective as well, reaching 18 year old males that embrace excitement, adventure, and fun. The down fall of utilizing this alternative would be that they will be pressured to produce both advertisements with “Super Bowl quality.” This could be as much of a bad marketing strategy as it is beneficial.
Recommendations
Alternative two would be the best choice for Mountain Dew. It will meet the objective they have set for their brand communication strategy, lessen time constraints, increase production

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