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Mountain Dew’s account managers must determine: what is the most appropriate
decision to sustain and improve the brand’s position in the marketplace? They must decide
which ads will make or break the brand, and must choose the right ads to maximize the
impact of Mountain Dew with their relatively small media budget. The two dilemmas they
faced were: How to keep the “Do the Dew” campaign working hard to build the brand
given that extreme sports were overused, and how to respond to the growing threat of
• Limited media budget.
• Many other brands are sponsoring the same alternative sports that Mountain Dew
had relied upon to boost its image in the past.
• Teens are gravitating towards new activates and new music that Dew’s competitors
have successfully exploited in their branding activities.
• Key competitors are raising their ad budgets as competition heats up, sending
Mountain Dew sales below target.
• Introduction of functional drinks and high energy drinks like Red Bull.
• Coca-Cola has become America’s drink of choice.
• Find a way to symbolize that drinking Mountain Dew was an exhilarating
experience without overexposing extreme sports.
• Pick three out of ten commercials to air for Mountain Dew. Two of the best ads
will air during the Super Bowl, and then all three ads would be broadcasted through
It is important when selecting media that a certain criteria is met and satisfied.
Historically, selecting the right media was one of the most important and critical decisions
Mountain Dew executives made in terms of impact on sales and profit.
After reviewing the target audience for Mountain Dew, the psychographics of
users, and the perceptions of the brand I have identified three commercials that I think
would deliver the best results for the Mountain Dew Brand. The commercials I picked to
use are: Dew or Die, Showstopper, and Mock Opera.
User imagery is high for Mountain Dew users, so I think that it is best to pick to
commercials that will allow the consumer to relate with the product and the commercial.
These commercials overpower the other brands by offering the same intense experience as
Surge, but staying away from the sweet, innocent feeling of the “lighter” drinks. They also
allow the viewer to imagine the experience of Mountain Dew, and do so in different ways
so that the brand image and the themes of the ads do not seem repetitive and “old” or
• Dew or Die responds to Mountain Dew’s psychographic imagery for their target
audience and consumer base. This commercial shows confident men trying to save
the world and get the girl-something I think their target audience could relate to.
• Mock Opera uses popular music which is important for Dew Drinkers because it
allows the consumers to identify with the commercials-it is catchy too. It also
involves sports, but does not go as far as overusing the extreme sports.
• Showstopper would be a good choice for the Super Bowl because the commercial
has a lot going on and potentially has a storyline that could be interesting. This
commercial would be engaging and all people can relate to it, not just their target
audience (which is important to do when you are advertising on such a
demographically diverse program like the Super Bowl). The use of different forms,
dances and techniques in Berkeley’s dance numbers and musicals are colorful and
unique, making it a lasting experience for viewers and one that should not be easily
forgotten. You would have to be careful using Berkeley’s forms because he often
was accused for exploiting women in his plays and dances.
This mix of commercials communicates what the Mountain Dew brand thinks is the
most important and all have the potential to reach a broad consumer base. The same
intense experience that Mountain Dew has prided their ads on is still apparent, only in
new and innovative ways.