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Aqualisa

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Hunter Lee

Mountain Dew Case

10/16/12

For Pepsi Co. and BBDO to choose a specific advertisement to place into a slot during the super bowl; there has to be a varying degree of analysis on different aspects to decide which ad’s to place in the slots. Certain criteria need to be satisfied by the ad that is selected; it needs to hit the target audience, get across the correct brand image, have the correct brand symbolism, needs to be a “Story” in a sense, have a good product integration, and be in line with the campaign extension. If one of the ad’s can fall into line with these certain criteria all while “symbolizing that drinking Mountain Dew is an exhilarating experience” (Gopalakrishnan).

BBDO is going to need to give Mountain Dew certain ad’s choices that are based off of certain filters that are factored into the decision that Mountain Dew makes. The first is that the ad’s need to expand to new customers also while still appealing to the current users. The selected ad needs to communicate a universal appeal. As well, the creative should bring out the product benefits: energizing, quenching, and great taste, emotional benefits: exhilaration and suiting to an irreverent, daring and fun personality.

The outlying problem for Mountain Dew is selecting an advertisement that suffices all these criteria, but will be able to differentiate itself from the rest of the ad’s during the super bowl. Considering the super bowl advertisement market is possibly the largest that there ever is on television, to make an ad standout to the people it has to almost make them experience the ad as if they were there themselves. To make this ”experience” possible the ad needs to satisfy all five of the senses. If this is accomplished the selected advertisement should represent Pepsi Co. as it wants to be during the super bowl.

Analysis:

|Decision |Bad Cheetah |Mock Opera |Labor of Love |Dew or Die |Show Stopper |
|Criteria | | | | | |
|Benefits |The Dew dude is |The extreme sports |The baby shooting |Catches the viewer’s|Catches viewer’s |
|Filter |engaging and |support the |out of mother is |attention with the |attention with |
| |adrenaline pumping |adrenaline aspect. |energizing. The |helicopter and then |energizing and up |
| |from chasing Cheetah. |Music gives feeling |father is |the snowboard drop |beat music. Mountain|
| |The thirst-quenching |of invigoration. |intensified by this.|in. Then drops off |Dew keeps the actors|
| |factor is satisfied by|Also there is the |This ad does not |in the cabin scene. |stamina and thirst |
| |three dudes drinking |thirst-quench at the|have the | |is quenched. |
| |at the end. |end. |thirst-quench aspect| | |
| | | |though. | | |
|Brand Symbolism |No fear |Irreverent in |This was a |The dudes do not |This appeals to a |
|Filter |of Cheetah and |rewording |different, |know what there task|wider audience than |
| |reaching inside his |“Bohemian |enthusiastic and |are, or forget them.|the target. The |
| |mouth. Gives the |Rhapsody.” Focus |edgy take on child |There is also the |directors are not |
| |Viewer the risk-taking|on slacker |birth. Having |time on the cabin |concerned with the |
| |action in a |counter-culture. |children is not |with the ladies. |“Take two". |
| |exotic location. | |something slackers | | |
| |Communicates to those | |would do. | | |
| |who enjoy adventure | | | | |
|Brand |Strange action that is|Connects with the | This ad will not |Older audiences |This shows how dudes|
|Resonance | |target group that is|resonate with the 18|identify more with |take something un |
|Filter |Followed by the |most likely over 18.|yr olds. Because |this because of |cool like Broadway |
| |cheetah taking the |Comic relief from |cant identify with |serious situation |and accompany it |
| |Dew. This is |video parody. |birth. |paired with a little|with extreme sports |
| |connecting with the | | |of twisted humor. |to make it appeal to|
| |target audience. | | | |the target audience.|
|Story |This ad is simple to |For those who |Simple to follow and|Difficult to follow.|Makes the mundane |
|Filter |understand with the |remember the |has decent |Not very captivating|production |
| |engaging and |original it envelops|creativity, but |or entertaining. |invigorating. But |
| |unrealistic humor. |the auditory and |doesn’t not appeal | |its not a real |
| | |visual senses. |to target audience | |story. |
| | | |because lack of | | |
| | | |suspense. | | |
|Product |The can becomes the |Throughout the |With the newborn |Christopher Walken |Dew is always the |
|Integration |star of the commercial|action/song scenes |baby and the Doctor |is the star of this |focal point of this |
|Filter |once it is removed |the dew can is the |with the baseball |commercial while Dew|commercial. While it|
| |from the mouth of the |focus. |mitt. Dew is the |is not a primary |is the center of the|
| |cheetah. | |secondary focus. |focus until the end.|musical production. |
|Campaign |Action, irreverence, |Parody, humor, and |This is not inline |Only tie in is the |Adds to the existing|
|Extension |and humor are all in |action are apart of |with the exsisting |extreme sports while|campaign with the |
|Filter |line with the current |the campaign |campaign. Instead of|most of the |change in mundane |
| |campaign of Mountain |already. New element|four dudes only one.|commercial is a |activities. Still |
| |Dew. |is dudes singing. | |serious intense |has the idea of |
| | | | |situation. |slackers and humor. |

Its clear through out the analysis that given each of these five ad choices the preferred choice for Pepsi Co. is guaranteed to be the “bad Cheetah”. This ad encompasses every aspect that they are trying to convey to the consumer. For instance it is directed at the younger males with the idea of having one of the “Dudes” chase after a Cheetah with the same speed due to the fact that he drank Mountain Dew. It also gives the viewer the exotic landscape aspect, which is directed towards maybe the older audience. IT also uses the aspect of having a celebrity, gold medal-winning sprinter in Michael Johnson. This is a form of classical conditioning that when you think of the Michael Johnson you will think of Mountain Dew. Through all the analysis Mountain Dew should have a successful run in the Super Bowl if they select this ad.

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