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Integrated Marketing Communication

Case Assignment Submission

Mountain Dew: Selecting New Creative

Date: 16th September 2018


Guided By: Prof. Keyoor Purani

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

Previous Campaigns Objective


• Previous ad campaigns were portrayed as sportive and • Expand appeal to new users, reinforcing it among current
adventurous users
• A spot with Michael Jackson to broaden dew’s appeal to • Target of the ad is to appeal amongst 20-39 olds and 18
African-American community failed to meet the year-old teens who embrace excitement, adventure and
expectation fun
• Advertising message were presented as Imagery and • To create universal appeal targeting African-American
Dramatization customers in America

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

Factors Labor of Love Cheetah Dew or Die Mock Opera Showstopper

Creative approach consistent with Brand’s objective

Does the ad communicate what it supposed to

Creative approach appropriate for target customers

Creating approach communicates a clear and convincing


message to customer

Does the creative execution keep from overwhelming


the message

Creative approach appropriate for the media


environment in which it likely to be seen
Ads to consider for 2000

 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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