mountain dew
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Ppt on "Mountain Dew: Selecting New Creative" case study. On the HBR case http://hbr.org/product/mountain-dew-selecting-new-creative/an/502040-PDF-ENGTRANSCRIPT
Mountain Dew Selecting New Creative
By
M.Krishnan
Sashidharan.S
P.Vijaykumar
Brand positioning over the years
• During ‘60s &‘70s, Rural Orientation
• “Hello Sunshine”, Mountains, Dew drops, Sun, condensed drops
on can
• During ‘80s, Positioning sub-urban youth
• “Country Cool”, Athletic endeavors• “Country Cool”, Athletic endeavors
• Early ‘90s, Positioning as National Brand
• emphasized athletic stunts, Aggressive rock Music,
“Get Vertical” campaign
• Mid ‘90s, Targeting ‘Spots’
• “Do the Dew”, “Done That”, Music – ‘Grunge’, ‘Raves’, ‘Extreme
Games’, Celebrities
DemographicsSegments
Mountain Dew
Consumption IndexLife style
Upscale suburbs 64 High on lifestyle, high income, high awareness quotient,
flashy lifestyle
Traditional Families 96 Aspiration, 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,
Metro Elite 72 Urban, educated, diverse, traditional source of
entertainment - fashion, music, films, computersentertainment - 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)
Demographics
Upscale
suburbs
Traditional
Families
Mid
Upscale
Suburbs
Metro
Elite
Working
Class
Towns
Rural
Towns &
Farms
Mid Urban
Melting
Pot
Downscale
Rural
Downscal
e Urban
18-34
W/Kids82 118 101 139 237 225 148 309 99
18-34 77 121 111 85 139 153 104 142 9818-34
W/O Kids77 121 111 85 139 153 104 142 98
35-54
W/Kids101 160 108 141 242 212 97 291 107
35-54
W/O Kids56 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
Criteria for a successful ad
• Empathy
• Will the consumers like the ad and is it relevant?
• Impact• Impact
• Will the ad be noticed and is it unique? A stand-out?
• Communication
• Will the ad be able to convey the key brand messages?
Best 3 for the National Campaign
• Cheetah
– High on Empathy [African wild], Impact and
Communication
• Mock Opera• Mock Opera
– High on Empathy [song], Impact & a bit low on
Communication
• Showstopper
– High on Empathy [choreography], Impact & low
on Communication
The 2 for the Super Bowl
• Very wide target audience
• Should not shock or offend viewers
• Universal appeal
• On this basis the two ads to be used would be• On this basis the two ads to be used would be
• Cheetah
• Mock Opera
Thank You
For your For your
Dew-ly attention!