Mountain Dew

Kenan-Flagler Business School        Aarti Utreja

Marketing 741        SECTION 11am

Executive Summary

We recommend that Mountain Dew go ahead with Cheetah and Mock Opera as the two ads to be run on Superbowl. As can be seen in Table 1, these ads rate the highest and would resonate best with the target market of the product. They will serve as the most apt to convey the value proposition that Mountain Dew offers.

Case Analysis:

The four best dimensions to judge the advertisements being proposed are:

1. Universal appeal – This parameter takes into account whether or not the advertisement can be played anywhere, if it would be perceived in a similar manner by all sections of people viewing it at any given time
2. Comprehension – This parameter checks if the advertisement and the message it is trying to convey is too complex to understand or if any viewer can easily decode what the product stands for, and what the benefit from it is.
3. Alignment with brand strategy – This parameter serves to check if the content, message, and emotion of the advertisement is in sync, or in contrast with the broad strategy that the brand wishes to approach the market with. Out of sync, confusing messages conveyed to target audiences could do more harm than good.
4. Connect with target market – This parameter takes into account if the intended target market of the product is able to connect with the characters, theme, or the story of the advertisement. This would, in turn, allow them to associate the benefits of using that product with the benefits they would like to derive and make a decision of choosing that product.

It is the need of the hour that Mountain Dew put the viewer and in the middle of the action and take a decision of picking those advertisements that resonate best with the customer.

Advertising Assessment

Labor of love

Universal Appeal – Certain sections of the society could perceive the scene of the delivery room and the way giving birth is portrayed to be a sensitive issue and get offended by it.

Comprehension – The ad is easy to understand but how it links to a Mountain Dew drinker is not very apparent

Alignment with brand strategy – With the father just standing in the room and not being actively involved fails to convey the message of the exhilarating experience.

Connect with target market – The main characters of the ad seem to be the baby and the doctor, not the father. Hence, target users might fail to see how it relates to them.

Dew or Die

Universal appeal – The message conveyed is that the Dew Dudes are highly specialized people. Not every viewer would be able to relate to this message.

Comprehension – The ad seems too long and complicated to be understood clearly by every viewer.

Alignment with brand strategy – The dew dudes do not go ahead to perform any clear task in the ad. Rather, they have a laid back attitude and are unaware of what is happening around them. This does not portray the image that the brand wishes to connect to itself.