Mountain Dew Essay

909 Words Dec 11th, 2012 4 Pages
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 “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
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Selecting media has to consider the criteria met and satisfied, which one of the most important and critical decision in term of impact to the sales and profit. Cultural trend has to put in attention. As PepsiCo and BBDO managers paid close attention to cultural trend, they focused on track music and sports since this activity were central to youth cultures. a. Music; airwaves in 1990; Rap music in 1992 that broke out with a lighter sound and lightly less aggressive lyric b. Sport; the so-called” alternative sport” took off in the early 1990s, Teen enthusiasts transformed casual hobby activities; mountain biking, skateboarding, paragliding, BMX biking, skating, Snowboarding, Bungee jumping, the sport with risky, creative that attract spectator. c. GenX Ethos; Teens and young adults evinced a growing cynicism toward the dominant work-oriented values of the previous generation and toward corporations more generally. They found working hard to get ahead in terms of salary and occupational prestige was harder to swallow in an era of corporate reengineering.

2. After reviewing the target audience, the psychographics of the users, and the perception of the brand I think will deliver the best for the Mountain brand a. Dew or Die
Dew or Die responds to psychographics imaginary for their target audience and customer base. These commercial show confident men to trying to save the world b. Showstopper
Showstopper would be

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