Mountain Dew:

By:Veronica Robalo & Indira Santos

Prof : Robert CarrollBMK 810

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The entrance of new replacement drinks are competing directly with Mountain Dew and the effectiveness of ads has lost its effects over the target audience.

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Intro of new alternative drinks with similar characteristics as Mountain Dew ( high caffeine content) but that also reduce certain not so much appreciated characteristics such as “sugar”

Alternatives drinks and other industries started to overuse “alternative sports” in their ads, which have being Mountain Dew strength for long time.Which made the creative less efficient.

Mountain Dew Storyline

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young,Cool, adventurous, daring, someone you want to be with.

1960’s 1970’s 1980’s 1991 1992 1993 1994 1995 1997 1999

HillyBilly Hello sunshine

Country cool

Rollerblading

Get Vertical

Do the dew

Done that

Extreme Sports Commercials

Thank heaven

Parking attendant

Theme

Target Audience

Country man Teenagers/ High school Teenagers - End of highschool beginning of college

Central theme: being bold is cool ,leader , step out, not a follower, having fun.

CountryCountry outside activities

Alternative sports Alternative extreme sports daredevil

stunts

Personification

To overcome the challenges of building a brand we need to understand generation X

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•From 1980 , GM, IBM, AT&T, US West , Down sized 3.4 million Jobs .•Tobacco companies admit to harm caused by cigarette smoking (Oct. 13)

Gen Xers are called the MTV GenerationOutstanding Animated Program (one hour or less) The Simpsons: “Behind the Laughter” (Fox)•Outstanding Comedy Series : Will & Grace (NBC) (Gay & Spinster )

•They witnessed the start of the AIDS crisis..They had better chance to see a UFO than a social security check

*For more facts refer to Appendix 1

•Irreverent Lack of trust in the companies or government.

•Fun generation they mock about pre-established institutions

•Bold and Daring because the future is uncertain

Young male adults 18 to 25 are people leaving high school, getting their first job, entering to college, they like to do daring activities, go to limits, stand out and being irrevent, against the rules which make them feel cool. They like to go out with their friends and embrace diversity.

Secondary target: 25 to 34 - This are current drinkers of Mountain Dew.

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Mountain Dew’s Target audience are young male adults 18-25 years

Position statement

For males between 18 to 25 years old that are looking for a drink to complete their daring and irreverent image,

Mountain Dew is a CSD that offers them energy and flavor in one bottle.

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Characteristics/ Brands Red bull atorade

Perception Energy boost, fun, intense experiences

Refreshing, relaxing, calm

Refreshing, relaxing, calm

Boost of energy Healthier, hydration and energy

Target audience Teenagers/ young adults

Female - Adult Female - Audience Teengers/ young adults

Teenagers young adults

Properties of the product

CaffeineLots of flavor

Lowest calorieslittle flavorlow sodium

Lowest caloriesLow in sodium

Caffeine and other chemicals to give extra boost of energy.

Healthiest ingredients for sports people

Usual place or moment where is

consume

Alternative/ extreme sports

Any time to relax In a restaurant Mostly parties and alternative/ extreme sports.

Sports

Mountain Dew’s competitors are Red Bull and Gatorade

Redbull appear with new boost characteristist and Gatorade is focusing 100% in sport hydration. Both targeting the same audience as Mountain dew.

Criteria/ Alternatives

It aligns with the brand positioning.

No, because it doesn’t shows any situation they can relate to. Actors are mom and doctor.

Yes,it does feature a guy from the target audience in a daring situation for the mountain dew.

Yes, it does feature the target audience in an extreme situation.

Yes,It does shows a situation that target audience can relate to.

Does not present a daring situation . It is a musical.

Set the product apart from competitors.

No, because the commercial does not address any benefit from the product so the target audience have not criterias to chose between the alternatives.

Yes, it is a twist from extreme sport focus to extreme adventure

No, because it emphase on the energy boost which the competition is doing too.

yes, because is not reflecting alternative sports, but is also far from our target audience.

yes, because is not reflecting alternative sports, but is also far from our target audience

Innovator. It has not been done something

similar

yes yes, it is a twist from extreme sport focus to extreme adventure

No yes yes

Transmits the message of:Irreverent,daring,fun

Yes Yes it is daring and fun Yes No, Depends on the lyric to much..

No. Depends on the final performance.

Align with their storyline. No Yes, and it gives a twist in which MD isn’t just part of their exciting life but it is so good that they will get into the daring situation to get the product.

Yes No No

Cheeta is the creative that Mountain Dew should choose for its upcoming commercials.

http://www.encyclopedia.com/article-1G2-3446600225/pepsico-inc.html

lee este link. YO DIGO QUE PONGAMOS “SI” AL CHITA Y RECOMENDACIONES.

Recommendations

1. To properly align with the positioning the commercial should emphasize in the flavor of Mountain Dew and not only in the energy benefit because “its strong flavor” is one of the main reasons why people like MD and it will be another way to set it apart from the competition besides the ones mentioned before.

2. The “humor” portrait in the commercial should be slightly changed because it could be taken as a “animal cruelty” if it is not carefully performed.

3. The actors in the commercial should be culturally diverse to appeal to our target audience because they are people for whom the diversity has become an important factor.

Gen Xers are often called the MTV Generation.

Came after the Baby Boomers, and typically covers people born between the mid 1960’s and the early 1980’s.

They experienced the emergence of music videos, new wave music, electronic music, synthpop, glam rock, heavy metal and the spin-off glam metal, punk rock and the spin-off pop punk, alternative rock, grunge, and hip hop

Gen X was shaped by global political events that occurred during this generation’s youth.

• The Vietnam War• the fall of the Berlin Wall• the end of the Cold War• the Thatcher-era government in the UK• more open to diversity and has learnt to embrace

differences such as religion, sexual orientation, class, race and ethnicity.

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Witnessed the introduction of:

• The home computer, was Ted Turner's WTBS superstation), and, of course,

• the Internet. (in April 1976, Steve Wozniak and Steve Jobs released the Apple I computer).

• Video games (Pac-Man was released in the United States in October 1980),

• Cable and satellite TV (the first basic cable network, launched in 1976

• It was the first generation required to check Halloween candy for razor blades.

• The start of the AIDS crisis

• Loyalty is dead: 1980 , GM, IBM, AT&T, US West , down sized 3.4 million Jobs

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To overcome the challenges of building a brand we need to understand generation X

Appendix 1

User imaginery

Product Imagery To sweetMost entertaining adsFun to drinkIntense experienceLots of flavor

Can´t relate to adsLow quality productNot always availableUnique / intense experiense

Least FatteningLowest caloriesLow in sodiumToo Little flavor/not fillingNot sweet enought

Lowest CaloriesMosr refreshingThirsst quenchingGoes down easyLow sodium

Time or place to Drinking When need energy boostIn mood for something different

When need energy boost / in mood for something different

Healthy/good for you most refreshing

In a nice restaurantAfter sportsIn the evening /in the morning

Phychographic Imagery AdventurousWildActiveDaring*CourageousExcistingFree-spiritedRebelliiousAthleticYouthfulCoolOut-going

WildRebelliousDaringAdventurousActiveUp-to-dateAthleticTrendyYouthfulLeading-edgeExicingSpontaneous/individualistic

SensitiveRelaxedPacefulHealthyFeminineKindNurturingNiceLoyalCooperative

SensitiveFemininePacefulNiceRelaxedFee-spiritedCooperativeFriendlyHappyKindInnovative

Brand Imagery Appendix 2

Mountain Dew research shows that the main consumers are 18-34 and 35 -54 years

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Appendix 3