Mountain Dew Campaign

Mountain Dew Campaign

Agency KEzekiel Okeleye

Ashley PondLauren Grabau

Scott Loy

MRI

• Women vs. men

• Geography

• Demographics

• Hobbies and interests

Target Audience

Males 18-48 that:

• Watch Adult Swim and Teen Nick

• Read automotive and video game magazines

• Watch sporting events and play video games

Connecting with the Audience

Continue Mountain Dew portrayal of being:

• Edgy

• Extreme

• Thrilling

Connect with young, thrill-seeking Dewers

Goal

• Remind

• Provide

• Experience

Media Schedule

Agency'K

Product:'Mountain'Dew

January February March April May June July August September October November December

Radio

80'GRPsWeekdays'12:00'AM'>'6:00'AM

Print>(Magazines)75'GRPs

Super'Chevy

Cable>TV

Daytime'84'GRPs

Game'Shows

Late'Fringe'60'GRPs

Adult'Swim

Other>(Web)

nascar.com,'WWE.com,'Farmville

Media Plan

• Pulsing• Internet is continuous• Radio, Magazines, TV

staggered• Heavy season

pre-summer

Big Idea

To Dew List

• Before starting a family/getting married

• Extreme Activities

• Interactive

Print

• Super Chevy

• Car Craft

• Ducks Unlimited

#56: S u rf t h e Banzai Pipeline

Do I t All

Wit h Dew

TV Spot

• 30 seconds

• Depiction of activities on list

• Normal people

• To be replicated

Radio

• Two 15 second spots

• Recognizable

• Continuity with TV spot

Internet/Social Media

• Show the extreme videos

• Allow consumers to upload their “To Dew List”

• Displays online promotions

Recap

• Interaction with consumers

• Remind of product• Distinguish