Mountain Dew

Mountain Dew Selecting New Creative

By

M.Krishnan

Sashidharan.S

P.Vijaykumar

Brand positioning over the years

• During ‘60s &‘70s, Rural Orientation

• “Hello Sunshine”, Mountains, Dew drops, Sun, condensed drops

on can

• During ‘80s, Positioning sub-urban youth

• “Country Cool”, Athletic endeavors• “Country Cool”, Athletic endeavors

• Early ‘90s, Positioning as National Brand

• emphasized athletic stunts, Aggressive rock Music,

“Get Vertical” campaign

• Mid ‘90s, Targeting ‘Spots’

• “Do the Dew”, “Done That”, Music – ‘Grunge’, ‘Raves’, ‘Extreme

Games’, Celebrities

DemographicsSegments

Mountain Dew

Consumption IndexLife style

Upscale suburbs 64 High on lifestyle, high income, high awareness quotient,

flashy lifestyle

Traditional Families 96 Aspiration, low physical activities, classic rock, mid-high

income

Mid Upscale Suburbs 66 Part of urban fringe, mid-high income, educated, vicarious

pleasure seekers – baseball fans, gambling, internet,

Metro Elite 72 Urban, educated, diverse, traditional source of

entertainment - fashion, music, films, computersentertainment - fashion, music, films, computers

Working Class Towns 139 Middle income, outgoing – hunting, racing, fishing, camping,

owns trucks/vans

Rural Towns & Farms 140 Country side, outgoing in lifestyle – fishing, woodworking,

wrestling, camping, Not much into reading

Mid Urban Melting Pot 74 Multi-ethnic, low income, Asian, Africans, Hispanics,

Europeans, Identification – dance music, boxing, pro

basketball, lottery, contemporary radio, Low income

Downscale Rural 158 Poor, Socially conservative and religious, high African

Americans, low on education, occupation, income.

Interested in target shooting, tractor pulls, country music,

fishing, hunting

Downscale Urban 76 Poor, Hispanic, African Americans, Dance music, basketball,

lottery, TV viewing (heavy)

Demographics

Upscale

suburbs

Traditional

Families

Mid

Upscale

Suburbs

Metro

Elite

Working

Class

Towns

Rural

Towns &

Farms

Mid Urban

Melting

Pot

Downscale

Rural

Downscal

e Urban

18-34

W/Kids82 118 101 139 237 225 148 309 99

18-34 77 121 111 85 139 153 104 142 9818-34

W/O Kids77 121 111 85 139 153 104 142 98

35-54

W/Kids101 160 108 141 242 212 97 291 107

35-54

W/O Kids56 79 71 47 121 141 52 127 73

55-64 45 42 64 47 67 91 49 87 55

65+ 13 35 18 21 42 39 31 43 32

Criteria for a successful ad

• Empathy

• Will the consumers like the ad and is it relevant?

• Impact• Impact

• Will the ad be noticed and is it unique? A stand-out?

• Communication

• Will the ad be able to convey the key brand messages?

Best 3 for the National Campaign

• Cheetah

– High on Empathy [African wild], Impact and

Communication

• Mock Opera• Mock Opera

– High on Empathy [song], Impact & a bit low on

Communication

• Showstopper

– High on Empathy [choreography], Impact & low

on Communication

The 2 for the Super Bowl

• Very wide target audience

• Should not shock or offend viewers

• Universal appeal

• On this basis the two ads to be used would be• On this basis the two ads to be used would be

• Cheetah

• Mock Opera

Thank You

For your For your

Dew-ly attention!