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Mountain Dew Study Case

In: Business and Management

Submitted By onlywords
Words 732
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Mountain Dew target audience:
Demographics: Teen males (18 years old epicenter) and current users (20-39 males) of all ethnicities. Low-to-middle class, some of which still live at home with their parents. Earn low-to-average income with partly-to-full high school education.
Behavior: Play sports, very outdoorsy, watch TV (MTV, ESPN, sports broadcasts), read about show business and sports, shop at affordable retail stores, listen to current music, enjoy going out and drinking alcohol.
Psychographics: want to embrace excitements, adventures and fun, very energized and enthusiastic. Dislike taking on too many responsibilities but care for their families; wish to be young forever,
Advertising Criteria:
• Visual magnetism/dynamics (V): Mountain Dew is attempting to expand its appeal to new users. This means Moffitt should capture attention of consumers who are not familiar with the brand and raise their awareness. In a very saturated market with many different alternatives (energy drinks, sodas, etc), an ad must have visual magnetism to attract the viewer, but on the other hand it cannot be too cluttered, noisy and difficult to understand. It has to be exciting, dynamic, and adventurous (similar to the brand itself).
• Empathy/Appeal to emotions (E): Moffitt states that his communication strategy is to symbolize that drinking Mountain Dew is an exhilarating experience. If you want to convey the viewers that holding that drink in their hand is the gateway to a whole new exciting experience, Moffitt must address it to their emotions and gain their empathy. Similar to perfume ads where it’s impossible to represent their unique scent, Mountain Dew can’t display their taste in a commercial. Creating an emotional appeal to the brand can convey the message that Mountain dew is energizing and unique and address the functional and emotional benefits of it.
• Individually/segment Oriented (I): The campaign must directly address the target audience of young men/teen. Since it’s targeting this segment, the message it conveys has to be current. It must use terms that is a part of their language, use images and sounds they are familiar with, and celebrate who they are and who they aspire to be.
• Loyalty to the brand Equity (L): One of Moffitt’s objective is to ensure and reinforce appeal among current consumers of the brand, thus the selected campaign must continue to convey the brand message and personality.

Selecting an ad according to advertising criteria’s:
The three commercials who address the selected segment, loyal to the brand and capture its dynamic essence and adventurous message are the ones to deliver the best results for PepsiCo. According to the costumer’s characteristics and the criteria’s above I’ve selected the following ads: Cheetah, Dew or Die and Mock Opera.
Cheetah:
This campaign features a chase in the wild nature. It is very dynamic, adventurous and “attention grabber” (V). It deserts the extreme sports theme that has become quite common, but preserves the danger and excitements it represents. Whether it is extreme sports or wild nature chase, the dew dude operates on Mountain Dew and high adrenaline. It creates an emotional thrill and conveys an exciting and enthusiastic way of living (Segment’s psychographic)(E). The campaign addresses the targeted segment, and captures their way of being: taking risks, looking for excitements, and enjoying adventures. It uses the Dew Dude who speaks their language (I+L). In addition, the chase uses a mountain bike which is coherent with previous extreme sport ads (L)
Dew or Die:
We encounter a dynamic plot full of drama and action, in addition to new sexy elements (dew dude saves the world and gets the girl-target audience can easily relay to) (V+I), that reminds us of the Austin Powers movies which were popular and current around that time (I). The campaign creates an energetic atmosphere, similar to Cheetah, with a different kind of extreme chase (E). Similar to previous ads, we meet the dew dude, and are exposed to elements of extreme sports (L), yet the thrilling plot/story grabs our immediate attention (E).
Mock Opera:
This campaign uses popular/modern classic music which is considered timeless and contains several music genres which captures attention and can easily be relayed to by the targeted segment. We encounter the same dew dude in athletic/sports action environment which is loyal to the brand. However, mocking a modern classic can lead to low emotional connection to the campaign.

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