Mountain Dew

The new creative

Group 2
Adarsh Natrajan 2008003
Alok Shukla 2008005
Dharmesh Gandhi 2008019
Narendran Subbaiah 2008038
Ramnathan G A 2008097
Saurabh Jain 2008105
Objectives
Suggest a conceptual process by which a
creative can be selected for Mountain dew as
a part of a brands strategy?
Explain the various aspects that you need to
go through for formulating the process?
Process
Application of the article Brand and Branding
Market Scenario
Demographic analysis
Describe existing brand culture
Map competitive brand culture
Map environmental factors affecting brand strategy
decision
Cultural Evolution
Behaviour in Target Group
Over all brand strategy
Recommendation for new creative strategy
Brand and Branding
Brand Culture
Authors of Brand Culture
Companies (Firms)
Popular Culture
Customers
Influencers
Stories, Images and
Associations


Components of Brand
Culture
Reputation Value
Relationship Value
Experiential Value
Symbolic Value
For e.g. Pepsi in India
(Videos)
Construction of
components of brand
culture through stories,
images and association
Brand Strategy
Existing Brand
Culture
Product Reputation
Relationship Perception
Experience Framing
Symbolism
Brand Culture Goal
Product Reputation
Relationship Perception
Experience Framing
Symbolism
Changing Env
Brand Engineering
Market Scenario
Sales
0.0
500.0
1000.0
1500.0
2000.0
2500.0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Year
Coke
Pepsi
MountainDew
Sprite
Dr Pepper
7-UP
Surge
Share
0.0
5.0
10.0
15.0
20.0
25.0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Year
P
e
r
c
e
n
t
a
g
e
Coke
Pepsi
MountainDew
Sprite
Dr Pepper
7-UP
Surge
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
P
e
r
c
e
n
t
a
g
e
Adspend as a % of Sales
Brand Coke Pepsi MountainDew Sprite Dr Pepper 7-UP Surge
Market Scenario
Perceptual Map based on Psychographic Imagery
Low
Adventurous
Relaxed
High
Rebellious
Mountain Dew
SPRITE
7 UP
Market Scenario
Position Map
U
P
S
C
A
L
E
D
O
W
N
S
C
A
L
E
Rura
l
Tow
ns
Urba
n
Mountain
Dew
SPRIT
E
Dr.
Pepper
Mountain Dew Brand Culture
History
Introduced in 1940s, didnt have any history, no specific culture.
Subsequently, different authors contributed different experiences, forming stories & thus
the culture.
During 70s, Rural Orientation Hello Sunshine, Mountains,
Dew drops, Sun, condensed drop on can
During 80s, Positioning sub-urban youth Country Cool, Athletic
endeavors
Early 90s, Positioning as National Brand emphasized athletic
stunts, Aggressive rock Music Get Vertical
Mid 90s, Targeting Spots Do the Dew, Done That, Parking
Attendant, Music Grunge, Raves, Extreme Games, Celebrities
CSD - Category Analysis
Promotion Product Packaging Pricing
1. Control of the self
space and display
2. Impulse Purchase
displays
3. Under the Cap Game

Product perception was
primarily on experiential
like
1. Pepsi Choice of the
new generation
2. Coke For family
and all occasions
1. 20 Ounces single
serve bottles
2. 2 Liter packs, 24
pack cases
3. Prominent color
based identification
of CSD
5% price increase at the
category level, has made
customer think about his
choices. Else the point of
competition is not price
Existing Brand Culture Mountain Dew
Brand Culture
Customers/Prospects Influencers Current Brand Strategy
Brand Story
Reputation Inferences
Too Sweet, Lots of Flavor
Energy Booster
N/A Powerful citrus flavor, more
sugar, more caffeine,
Relationship Inferences
Loyalist N/A Transactional
Experience Inferences
Being Sporty was not
differentiable, predictable, Most
Entertaining ads
Fun to Drink, Intense Experience
Andre Agassi performs extreme
stunts
Sporty, Excitement, Energy
Symbolism Inferences
Highest gate keeping ratings,
Adventurous, Wild, Active, Daring,
Courageous, Exciting, Free-spirited,
Rebellious, Spontaneous, Athletic,
Youthful , Hip, Out-going
N/A Been there, done that
Do your own thing,
Competitive Brand Culture
Brand Culture
Customers/Prospects Customers/Prospects Customers/Prospects
Brand Story
Sprite 7-Up Surge
Reputation Inferences
Lowest Calories, Low in Sodium
Goes down easily
Lowest Calories, Least Fattening
Low in Sodium
Unique
Relationship Inferences
In a restaurant, After
exercise/sports, In the morning /
evening
Healthy/good for you When need energy boost
In mood for something different
Experience Inferences
Most refreshing, Thirst Quenching Most refreshing, Too Little
Flavour, Not Sweet Enough, Not
Filling
Can't relate to ads, Low quality
products, Not always available,
Intense Experience, Tastes
Artificial
Symbolism Inferences
Feminine, Sensitive, Peaceful,
Nice, Relaxed, Free-Spirited, Co-
operative, Friendly, Happy, Kind,
Innovative
Sensitive, Relaxed, Peaceful,
Healthy, Feminine, Kind,
Nurturing, Nice, Loyal, Co-
operative

Wild, Rebellious, Daring,
Adventurous, Active, Up-to-date,
Athletic, Trendy, Youthful,
Leading-edge, Exciting,
Spontaneous, Individualistic,
Powerful, In Style
Demographic groups and Profiles
Segments Mountain Dew
Consumption Index
Life style
Upscale suburbs 64 High on lifestyle, high income, high awareness quotient, flashy lifestyle
Traditional Families 96 Aspirational, low physical activities, classic rock, mid-high income
Mid Upscale Suburbs 66 Part of urban fringe, mid-high income, educated, vicarious pleasure seekers
baseball fans, gambling, internet, read science
Metro Elite 72 Urban, educated, diverse, traditional source of entertainment - fashion, music, films,
computers
Working Class Towns 139 Middle income, outgoing hunting, racing, fishing, camping, owns trucks/vans
Rural Towns & Farms 140 Country side, outgoing in lifestyle fishing, woodworking, wrestling, camping, Not
much into reading
Mid Urban Melting Pot 74 Multi-ethnic, low income, Asian, Africans, Hispanics, Europeans, Identification
dance music, boxing, pro basketball, lottery, contemporary radio, Low income
Downscale Rural 158 Poor, Socially conservative and religious, high African Americans, low on education,
occupation, income Interested in target shooting, tractor pulls, country music,
fishing, hunting
Downscale Urban 76 Poor, Hispanic, African Americans, Dance music, basketball, lottery, TV viewing
(heavy)
Demographic groups and Profiles
Upscale
suburbs

Traditional
Families

Mid
Upscale
Suburbs

Metro Elite

Working
Class
Towns

Rural
Towns &
Farms

Mid Urban
Melting Pot

Downscale
Rural

Downscale
Urban

18-34
W/Kids
82 118 101 139 237 225 148 309 99
18-34
W/O Kids
77 121 111 85 139 153 104 142 98
35-54
W/Kids
101 160 108 141 242 212 97 291 107
35-54
W/O Kids
56 79 71 47 121 141 52 127 73
55-64
45 42 64 47 67 91 49 87 55
65+
13 35 18 21 42 39 31 43 32
Cultural Evolution
Era Culture
Early 90s Gangsta rap, violent lyrics
Emergence of alternative sports-skateboarding, paragliding, BMX biking, etc
Cynicism towards work-oriented values
Mid 90s Alternative rock, grunge music
Professionalization of these new sports [Extreme games]. Coverage by NBC and MTV.
Anti-establishment ethos,jaded about brands.Revolt against popular established brands
Late 90s Grunge music fades away and emergence of techno music. Dance parties, raves. Ecstasy drug.
Promiscuous affection, sensory overload, energy drinks. Interest in non-trendy products, need to
differentiate themselves.
Previous Creatives
Year Campaign Authors Strategy
1970s Hello Sunshine Company Expand reach from hinterlands to
suburbs and cities
1980s Country Cool Company, popular culture Suburban kids + active rural
lifestyle
1994-95 Done that campaign Company, popular culture,
consumers(been there,
done that)
Association with alternative
sports and grunge music-
popuilar culture-TG teen
enthusiasts
1995 Different creative ideas:Mel
TorneI get a kick out of you
Company, popular culture,

http://www.youtube.com/watch?v
=1fMSvCi5HU8

1997 Thank Heaven Company, popular culture Feminine brand of
aggressiveness, grunge
style
http://www.youtube.com/watch?v
=DRN_kOcQrUc&feature=
related

1997 Jackie Chan
http://www.youtube.com/w
atch?v=4xZAY_aC4Oo
Company, popular culture Seen it already motif,humour,
broaden mountain dew
franchise
1999 Parking Attendant ad
http://www.youtube.com/watch?v
=84e6fvKEXvY
Company, popular culture Different creative again targeted
at alternative sports like
snowboarding with a touch
of irreverence
What snowboarders do in off-
season
Behaviour of Teens in late 90s
Teens(in general) African Americans Hispanic Teens
Cynicism
Anti-establishment
ethos
Revolt against popular
established brands
Need to differentiate
themselves

Distrust of government
and social services
Strong kinship bonds
Adaptable family roles
Speak own brand of
Spanish, Spanglish
Demographic
awakening and retro-
acculturation

Culture and Emblems
Target group: sub-urban teenagers
Shift in geographic emblems required.
Selection of reference group emblems: imagery that identifies
the current behaviour in bulls eye TG
Non-conformist behaviour is now mainstream






Creatives and cultural insights

SN
o
Creative Cultural Insight
1 Labor of love Irreverence, humour, baseball
2 Cheetah Mountain bike, adventure,wild, daring, athletic
3 Dew or Die Mountain sports, fun and humour, dramatic
4 Mock Opera Retro, alternative sports, irreverence
5 Showstopper Retro, music, dance, skateboarders
Recommendation
Select a creative corresponding to current
culture in TG: based on market research
Consistent with communication strategy of
2000: Product benefits, emotional benefits,
personality