Mountain Dew - 914 Words

Mountain Dew: Selecting New Creative Back Ground * Mountain Dew was invented by the Hartman Beverage Company in Knoxville, Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrus flavor, more sugars and more caffeine that other soft drinks and less carbonation so that it could be drunk quickly. * Pepsi co. amazed by Dew’s success in what brand manager would come to call the â€Å"NASCAR belt† * Mountain Dew is looking a new concept and Strategy on Brand and to determine what is the most appropriate decision; to sustain or to improve brand position in the market. And suggestion of conceptual process by which creative can be selected for Mountain Dew as part of a brand’s strategy†¦show more content†¦Key competitor was raising their ad budget as competition heads up to send Mountain Dew sales below the target 5. The introduction of new functional drink and high energy drink like Red bull 6. Coca cola has become the number 1 America drink of choice. 7. Mountain Dew rose from its regional status to become a major â€Å"flavor† brand. Three major flavor brands dominated different geographic areas: a. Dr. Pepper dominated Texas and the rest of the deep South b. Mountain Dew dominated rural areas, particularly in the Midwest and Southeast c. Sprite dominated urban-ethnic area Options amp; Opportunities 1. To find the a way to symbolized that drinking Mountain Dew was an exhilarating experience without overexposing extreme sport a. Labor of Love A humorous spot about the birth of Dew drinker b. Cheetah One of the Dew Dudes, chase down the cheetah on a mountain bike. The cheetah running o the African plain, has stolen his Demand he wants it back c. Dew or Die The Dew Dudes are called in to foil the plot of an evil villain who is threatening to blow up the planet d. Mock Opera A parody of the Queen song Bohemian Rhapsody sung by the Dew Dudes who mock the cover of the original Queen album. e. Showstopper A take-off on an extravagantly choreographed production number that mimics a Buzby Berkeley musical/dance film forms the 1990s. 2. To pick up three out of five commercials toShow MoreRelatedMountain Dew2117 Words   |  9 Pagesbackground Mountain Dew has been through many changes since it was introduced in 1942. It started out as a yellow-green drink in a green bottle that had a rush of citrus flavor and more sugar and caffeine than any other soft drink. During the introduction of Mountain Dew it was well known throughout the Eastern seaboard. At this time the objectives was to gain market share. Mountain Dew became popular because of the stock car racing circuit known as NASCAR. During the 1960s Mountain Dew’s objectiveRead MoreMountain Dew Case Study1595 Words   |  7 PagesWhat is the ad campaign of Mountain Dew that created awareness to its consumers? What is the impact of the Mountain Dew Ad campaign to its prospective customers? How did Pepsi Cola Company respond to the growing threat of non-carbonated soft drinks, especially energy drinks and tea? ANSWERS: In 1992, senior management at PepsiCo sensed an opportunity to increase business on Diet Mountain Dew. Diet Mountain {draw:frame} Dews distribution was limited mostlyRead MoreMountain Dew998 Words   |  4 PagesMountain Dew: Selecting New Creative Introduction â€Å"Do the Dew!† This was a long time tag line for the Mountain Dew brand. In 1995 marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative. Though the creative changed, the target market for Mountain Dew remained in line. Mountain Dew’s ad campaign between 1995 and 1999 did not fare extremely well. PepsiCo decided that in 2000 Mountain Dew would be featuredRead MoreMountain Dew1446 Words   |  6 PagesAug 13,2010 Case Analysis Mountain Dew: Selecting new Creative 1. Introduction:- Product/Brand under study – Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940.Its Bright yellow – Green in color and has more sugar, Citrus flavor, and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category. 5 C’s:- Company – PepsiCo is one ofRead More Mountain Dew Essay1068 Words   |  5 PagesMountain Dew Its cool and refreshing. Its satisfying and invigorating. Its Mountain Dew. But its not just regular pop. Its a lifesaver that keeps many college students alert during strenuous moments in their college life. Mountain Dew is a favorite of many students on the GC campus because it is relatively cheap to purchase and not difficult to come across. This power drink can be found in the cafeteria, at the Leaf Raker, and in many of the vending machines on campus. StudentsRead MoreMountain Dew Essays1163 Words   |  5 PagesBryan Schaeffer 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, theRead MoreMarketing Report on Mountain Dew8655 Words   |  35 PagesReport Of Mountain Dew Introduction: Company Description PepsiCo, Inc. is among the most successful consumer products companies in the world, with 1999 revenues of over $20 billion and 116,000 employees. The company consists of: Frito-Lay Company, the largest manufacturer and distributor of snack chips; Pepsi-Cola Company, the second largest soft drink business and Tropicana Products, the largest marketer and producer of branded juice. PepsiCo brands are among the best known and most respectedRead MoreMountain Dew: Market Analysis988 Words   |  4 PagesMountain Dew Mountain Dew is a sugary green drink that has quenched the thirst of millions of Americans for decades, practically ensuring its place as 20th century Americana. The brand originated as an early energizing drink that would keep mountain trekkers powered through their hikes and outdoor activities. Since these humble times, Mountain Dew has maintained an image of a very rural American drink, satisfying customers through vending machines and convenience. In the 21st century, howeverRead MoreRacism And Sexism : The Mountain Dew1004 Words   |  5 Pagesthese issues of racism and sexism especially violence against women, and how they systematically affect specific subsets of people. The Mountain Dew commercial is one of three, the very last commercial. It opens with a line-up of men and a goat. The woman is asked by the police officer to point to the assailant. The purpose of the paper is to analyze the Mountain Dew ad â€Å"Nasty Goat† from a cultural studies perspective by criti quing the criminalization of African American men as well as violence againstRead MoreThe Worst Month Ever?890 Words   |  4 Pagesme what I was doing. I told her I was watching TLC. After I told her, she told me that I was watching men. I was confused, but I remembered that she was not in her right mind. While I was sitting beside her, she told me told put the lid on her Mountain Dew bottle, so I did. Then she asked me to do it again and again, even though it was already screwed on. I went to the living room. I started believing that she is ready to go home to God, so when I got home that night, I prayed and prayed. I told