Mountain Dew Case

Executive Summary

For the super bowl, the two ads that would be good fit are Showstopper and Mock Opera. These are creative, help convey Mountain Dew’s brand message, are likely to appeal to everyone, not just the target audience and will position Mountain Dew to increase its market share.

Case Analysis:

The goal of this write up is to determine which two advertisements best fit with Mountain Dew’s goals.  At a high level, you will develop a set of criteria to select the best advertisement and then use that criteria to select what you believe is the best advertisement.

Developing Criteria for Communications Assessment

Less Repetition – Since Mountain Dew is trying to move away from the overly used theme of action sports and adventure, I felt this was an important criteria we must use to access the ads. This theme is already being used by other competitors and if we come up with something fresh and creative, it will capture our audience’s attention better.

Brand Message conveyed – It is very important that we communicate Mountain Dew’s key brand message through the ad. The ad needs to convey that Mountain Dew symbolizes exhilarating experience.

Unique and Creative – The audience these days have been exposed to various ads for decades, and so the more creative and unpredictable an ad, the more it gets the audience’s attention. This is an element I would definitely use to access the success of an ad or ad campaign.

Relevance to consumers – Creativity is great, but if it’s absolutely bizarre and un-relatable, the audience would dismiss that too. It is also important that the ad aligns with the psychographic imagery of the target audience.

Advertising Assessment

Labor of Love

• Less Repetition - 5; No use of extreme sports
• Brand Message Conveyed - 3; doesn’t send out message that dew can give you an exhilarating experience
• Unique and Creative - 4;
• Relevance to consumers - 2; not very relatable, audience may not like the whole theme of baby shooting out

Cheetah

• Less Repetition - 4; Action oriented
• Brand Message Conveyed - 5;
• Unique and Creative - 4; similar ads exist, quite predictable
• Relevance to consumers - 5;

Dew or Die

• Less Repetition - 4; Action oriented
• Brand Message Conveyed - 5;
• Unique and Creative - 5; unpredictable
• Relevance to consumers - 5; a good story, action-packed, audience would love it, aligns with the psychographic imagery of the target audience

Mock Opera

• Less Repetition - 5; No use of extreme sports
• Brand Message Conveyed - 4; doesn’t really show exhilaration since they miss the dew bottles
• Unique and Creative - 5; unpredictable
• Relevance to consumers - 5; the audience can relate to the song

Showstopper

• Less Repetition - 5; No use of extreme sports
• Brand Message Conveyed - 5;
• Unique and Creative - 5; it has the potential to be very creative if produced well
• Relevance to consumers - 5; audience can relate to the dance film from the 30’s. The choreography might also go viral

Recommendation:

Based on the ratings, the 3 best ads for this year’s ad campaign are Dew or Die, Mock Opera and Showstopper. These three ads are creative and keeps the audience hooked on. They find a way to symbolize that drinking mountain dew is an exhilarating experience, and also take a step back from the conventional action sports and adventure theme. For the super bowl, the two ads that would be good fit are Showstopper and Mock Opera. They are likely to appeal to more than just the target audience