INTEGRATED MARKETING COMMUNICATION

CASE-Mountain Dew: Selecting New Creative

GROUP NO: 12 SECTION: B

SARAVANAN P PGP/20/48
MONIKA RATHORE PGP/20/277
ARUN PRASAD PGP/20/320
EKTA SINGH PGP/20/325
KISHORE P PGP/20/379
DINO DUNIA

1. What is Moffitts problem?

Moffitt - marketing director at Pepsico, was presented with ten creative ad concepts. Of the
ten new concepts, Moffitt and his senior managers hoped to select three ads to produce.
The two best ads would run on the super Bowl and all three ads would be broadcast
throughout 2000. Ten has been reduced to five. Now Moffitt need to choose one.

Points to be considered:

There was a cultural change which was experienced among the youngsters and teenagers.
Their interests changed frequently. Advertisements are becoming more predictive in
nature, thereby less impact to the targeted audiences of consumers due to over saturation.

The campaign Do the Dew which was working hard to build the brand given that extreme
sports were becoming overexposed. There was a growing threat of non-CDSs, especially
Gatorade and the new highly-caffeinated and sugar energy drinks like Red Bull.

Furthermore, each advertisement would take a million dollars to produce. Henceforth, to

generate the maximum impact of the new advertisement, which reinforces its positioning,
in a relatively small budget was the chief concern that Moffitt faced.
2. Which of the 5 finalist concepts, Pepsi should consider for 2000? What
criteria do you suggest Moffitt should consider in evaluating them?

Concepts:
Labor of Love
Cheetah
Dew or Die
Mock Opera
Showstopper

Criteria that Moffitt should consider:

o Moffitt should check whether the creative idea is able to convey the sole of their
idea-an exhilarating experience.
o The ad should have a mix of emotional benefit and personality which they
mentioned in the strategy
o The ad should not have the extreme sports, they showed in previous ads which is
being overexposed now by other competitors
o As they were aware of the cultural trends , the ad should be able to cover the
target segment
o Ad should have a global touch which will be helpful in marketing across
geographies