MOUNTAIN DEW: Selecting New Creative

Name: HASUDUNGAN MALAU ID NO: 11222040 EXECUTIVE JULY2011 CLASS

Back Ground

Mountain Dew was invented by the Hartman Beverage Company in Knoxville, Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrus flavor, more sugars and more caffeine that other soft drinks and less carbonation so that it could be drunk quickly. Pepsi co. amazed by Dews success in what brand manager would come to call the NASCAR belt

Mountain Dew is looking a new concept and Strategy on Brand and to determine what is the most appropriate decision; to sustain or to improve brand position in the market. And suggestion of conceptual process by which creative can be selected for Mountain Dew as part of a brands strategy

These responsibilities included brand strategy, consumer and sales promotions, packaging, line extension, product change and sponsorship Each of ads would cost over a million dollar to produce Mountain Dew has to selected which ad will break the brand and must choose the right ad that giving the maximize impact of Mountain Dew with their relatively small media budget.

Historically Pepsi Co management had learned that selecting the right creative was one of the most critical decisions they made in terms of impact of sales and profits Dilemma faced were : How to keep Do the Dew campaign that was entering its eighth year would still bring the brand is responding the growing threat from competitor

Competitor the same time, the key competitor were raising their ad budget as competition in both Carbonated Soft Drink (CSD) and non-carbonated drink categories was heating up, sending Dew sales below targets. Choosing the right ads to maximize the impact of Mountain Dews relatively small media budget was a make or break decision

Challenging
1. Limited budget 2. Many other brand sponsoring the same alternative sport as Mountain Dew that relied upon boost the market in past 3. Teen are gravitating towards new activities and new music that Mountain Dews competitor had successfully exploited their branding activity 4. Key competitor were raising their ad budget as competition heads up to send Mountain Dew sales below the target 5. The introduction of new functional drink and high energy drink like Red bull 6. Coca cola has become the number 1 America drink of choice. 7. Mountain Dew rose from its regional status to become a major flavor brand. Three major flavor brand dominated different geographic areas : a. Dr. Pepper dominated Texas and the rest of the deep South b. Mountain Dew dominated rural areas, particularly in the Midwest and Southeast c. Sprite dominated urban-ethnic area

Optional
1. To find the a way to symbolized that drinking Mountain Dew was an exhilarating experience without overexposing extreme sport a. Labor of Love i. A humorous spot about the birth of Dew drinker b. Cheetah i. One of the Dew Dudes chase down the cheetah on a mountain bike. The cheetah running o the African plain, has stolen his Dew and he wants it back c. Dew or Die i. The Dew Dudes are called in to foil the plot of an evil villain who is threatening to blow up the planet

d. Mock Opera i. A parody of the Queen song Bohemian Rhapsody sung by the Dew Dudes who mock the cover of the original Queen album. e. Showstopper i. A take-off on an extravagantly choreographed production number that mimics a Buzby Berkeley musical/dance film form the 1990s.

2. To pick up three out of five commercials to air Mountain Dew. Two of the best ads will air during the Super Bowls and all three ads will broadcast.

Alternative Solution
1. Selecting media has to consider the criteria met and satisfied, which one of the most important and critical decision in term of impact to the sales and profit. Cultural trend has to put in attention. As PepsiCo and BBDO managers paid close attention to cultural trend, they focused on track music and sports since this activity were central to youth cultures. a. Music; airwaves in 1990; Rap music in 1992 that broke out with a lighter sound and lightly less aggressive lyric b. Sport; the so-called alternative sport took off in the early 1990s, Teen enthusiasts transformed casual hobby activities; mountain biking, skateboarding, paragliding, BMX biking, skating, Snowboarding, Bungee jumping, the sport with risky, creative that attract spectator. c. GenX Ethos; Teens and young adults evinced a growing cynicism toward the dominant work-oriented values of the previous generation and toward corporations more generally. They found working hard to get ahead in terms of salary and occupational prestige was harder to swallow in an era of corporate reengineering.

2. After reviewing the target audience, the psychographics of the users, and the perception of the brand I think will deliver the best for the Mountain brand a. Dew or Die i. Dew or Die respond to psychographics imaginary for their target audience and customer base. This commercial show confident men to trying to save the world

b. Showstopper i. Showstopper would be good choice to Super Bowls, because the commercial has a lot going on and potentially story line that could be interesting c. Mock Opera i. By using popular music would give customer to identify with the commercial. It also involve sport but not going to overuse the sport itself. By mixing of the commercial communication is the best for Mountain Dew and important for Mountain Dew would get potential to reach broad customer base. The same experience that Mountain Dew has pride their ads before.