Section A | Group 9
Shashank | Pallav | Arijit | Pulokesh | Marianne
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What is Moffitt's problem?
“Do the Dew” campaign is going on since 8 years and is becoming predictable
Other brands like redbull are also associating themselves with extreme sporting and
gaining market share rapidly Choosing the right
creative for
Over the years the lifestyle of Dew TG is changing and Dew is lacking in adopting to maximizing the
this new trend in music, sports and fashion impact of mountain
Bringing necessary changes in the “Do the Dew” campaign to retain the exsisting dew in relatively low
customer base budget as compared
to other brands of
Cater to the new Non - carbonated Drinks market and at the same time sustaining the
CSD
competition in CSD market
Choose top 3 ad ideas from 10 creative of which 2 are for launch in superbowl
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Factors to consider to choose the ad campaign
Perception Positioning
• The Brand Imagery survey portray Mountain Dew as • Advertising campaigns has direct impact on how the
adventurous, wild, active, daring, exciting, rebellious, brand is perceived
athletic, youthful & courageous • Target the customers and develop their interest towards
• Consumption Index for Mountain Dew is high in the 18-34 the brand without changing the perception towards the
age-band of people brand
Comparative Analysis of 5 finalist concepts
The ads labour of love, Cheetah, Dew or Die can be selected as they satisfy
THANK YOU
most of the factors that have to be considered while creating an ad
DO THE DEW!
THANK YOU
DO THE DEW!
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