Mountain Dew

1153 Words3 Pages

Mountain Dew

The Mountain Dew case centers on the decision that the BBDO team and Pepsi executives made in regards to the Super Bowl advertisements to be aired in 2000. The creative team came up with 10 possible scenarios. Since their meeting took place in October (4 months prior to the Super Bowl) they had little time to produce the ads. The 10 concepts were quickly whittled down to 5 and the executives wanted to whittle them down to 3 in which to produce. From those 3, the best 2 would be selected to air at the Super Bowl, but all 3 would be run throughout the year. The 5 advertisements that they whittled down to were Labor of Love, Cheetah, Dew or Die, Mock Opera and Showstopper.

My recommended course of action for PepsiCo. is to choose Cheetah, Dew or Die and Mock Opera. My biggest reasons for choosing these 3 particular ads are that they satisfy the requirements for the Brand Communications Strategy the best. These 3 ads seem to appeal to Mountain Dew’s targeted demographic the best (young males) while also symbolizing the exhilarating experience the best out of the 5 ads. This summary will give detail about why I chose each of the 3 ads. I will then conclude the paper by choosing which of the 2 of the 3 I feel are best suited to be aired at the Super Bowl.

Cheetah

When an average person thinks of a Cheetah they think of quickness, agility and elusiveness. All of these traits can be associated with an exhilarating experience. The fa...

... middle of paper ...

...

Irreverence is shown at the end of the advertisement when the Dew Dudes crack the cans open and unabashedly chug the cans of Mountain Dew.

This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.

Super Bowl Choices

Although I liked all 3 of these commercials, the ones that I would choose are the Cheetah and Mock Opera commercials. They are the most creative, have the best graphics and will give Mountain Dew the best chance to get the post Super Bowl advertising media exposure. The exposure that Mountain Dew will get following the Super Bowl may be greater than what the ads can accomplish themselves.

Open Document