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    Mountain Dew Case Analysis

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    Praveen
    Moffitt faced the problem of declining sales of Mountain Dew due to the rise of non-carbonated drinks and extreme sports brands crowding the "Do the Dew" campaign. To position Mountain Dew against these threats, Moffitt and BBDO created a new communication strategy for 2000 highlighting the exhilarating experience of drinking Mountain Dew. They decided to advertise during the Super Bowl to take advantage of its large audience and stand out from other brands. When evaluating ad concepts, Moffitt suggested prioritizing visual magnetism, inviting the audience into the scene, and clearly communicating the brand message. The top three concepts identified were "Cheetah" for its attention-grabbing impact, "Mock Opera" for its attention-grabbing

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    Mountain Dew Case Analysis

    Uploaded by

    Praveen
    232 views2 pages
    Moffitt faced the problem of declining sales of Mountain Dew due to the rise of non-carbonated drinks and extreme sports brands crowding the "Do the Dew" campaign. To position Mountain Dew against these threats, Moffitt and BBDO created a new communication strategy for 2000 highlighting the exhilarating experience of drinking Mountain Dew. They decided to advertise during the Super Bowl to take advantage of its large audience and stand out from other brands. When evaluating ad concepts, Moffitt suggested prioritizing visual magnetism, inviting the audience into the scene, and clearly communicating the brand message. The top three concepts identified were "Cheetah" for its attention-grabbing impact, "Mock Opera" for its attention-grabbing

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    Moffitt faced the problem of declining sales of Mountain Dew due to the rise of non-carbonated drinks and extreme sports brands crowding the "Do the Dew" campaign. To position Mountain Dew against these threats, Moffitt and BBDO created a new communication strategy for 2000 highlighting the exhilarating experience of drinking Mountain Dew. They decided to advertise during the Super Bowl to take advantage of its large audience and stand out from other brands. When evaluating ad concepts, Moffitt suggested prioritizing visual magnetism, inviting the audience into the scene, and clearly communicating the brand message. The top three concepts identified were "Cheetah" for its attention-grabbing impact, "Mock Opera" for its attention-grabbing

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    232 views2 pages

    Mountain Dew Case Analysis

    Uploaded by

    Praveen
    Moffitt faced the problem of declining sales of Mountain Dew due to the rise of non-carbonated drinks and extreme sports brands crowding the "Do the Dew" campaign. To position Mountain Dew against these threats, Moffitt and BBDO created a new communication strategy for 2000 highlighting the exhilarating experience of drinking Mountain Dew. They decided to advertise during the Super Bowl to take advantage of its large audience and stand out from other brands. When evaluating ad concepts, Moffitt suggested prioritizing visual magnetism, inviting the audience into the scene, and clearly communicating the brand message. The top three concepts identified were "Cheetah" for its attention-grabbing impact, "Mock Opera" for its attention-grabbing

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    1. What is Moffitt's problem?

    Mountain Dew had become the third largest CSD by 1999 due to reduce in sales of Diet Coke .
    Alternative non-carbonated drinks had started making their band presence and teens were attracted
    towards it. The effect was of these non-carbonated drinks gaining prominence was felt by Mountain
    Dew too.

    In these scenario Moffitt faced

    1. The continuation of the Do the Dew campaign, considering extreme sports were too crowded
    with brands and Mountain Dew won’t get much visibility.
    2. How to position Mountain Dew among the growing threat of new non-CSD like Gatorade, Red
    Bull.

    Motiff and his team and the team at BBDO prepared Mountain Dew Brand communication strategy
    for 2000 which communicated that drinking Mountain Dew gave an exhilarating experience.

    Moffitt had to consider the media where these ads would be broadcast. Mountain Dew had good
    sales in 1999 and it had expanded its customer base and it had placed itself as third most popular
    CSD so it was decided to show these ads during the super bowl.
    Considering the event of Super Bowl which has a huge following the selection of ads to be displayed
    during the super bowl which will stand out and make brand presence was important.

    2. Which of the 5 finalist concepts, Pepsi should consider for 2000? What criteria do you suggest
    Moffitt should consider in evaluating them?

    1. The ad should have a high degree of visual magnetism


    - The ad should capture the attention of the audience. The more pertinent the picture, the
    more arresting the tag line, the more informative the ad appears to be.
    2. The ad should invite the audience into the scene.
    - Within the framework of the layout the objective is to visualize, illuminate and dramatize
    the selling proposition.
    3. The ad should communicate the message to the audience
    - The ad should convey the brand message to the audience.

    The 3 ads ,Pepsi should consider for 2000

    1. Cheetah
    The ad will capture the attention of the audience
    It will have the impact
    It will communicate the message
    2. Mock Opera
    The ad will capture the attention of the audience due to the song
    It will have the impact of the huge opera

    3. Showstopper
    The ad due to its lively performers will capture the attention of the audience

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