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History

Introduced in 1940s, didnt have any history, no specific culture. Subsequently, different authors contributed different experiences, forming stories & thus the culture. During 70s, Rural Orientation Hello Sunshine, Mountains, Dew drops, Sun, condensed drop on can During 80s, Positioning sub-urban youth Country Cool, Athletic endeavors Early 90s, Positioning as National Brand emphasized athletic stunts, Aggressive rock Music Get Vertical Mid 90s, Targeting Spots Do the Dew, Done That, Parking Attendant, Music Grunge, Raves, Extreme Games, Celebrities

Issues
How to keep the "Do the Dew" campaign working hard to build the brand, given that extreme sports were becoming overexposed How to respond to the growing threat of non-CSDs, especially Gatorade and the new highly-caffeinated and sugary energy drinks like Red Bull

Strategy
Symbolize that drinking Mountain Dew is an exhilarating experience.

Objective:
Expand appeal of Mountain Dew to new users while reinforcing it among current users

Positioning:
To 18 year old males, who embrace excitement, adventure and fun, Mountain Dew is the great tasting CSD that exhilarates like no other because it is energizing, thirstquenching, and has a one-of-a-kind citrus flavor.

Communication Strategy:
Symbolize that drinking Mountain Dew is an exhilarating experience.

Target:
Male Teens18 year-old epicenter Ensure appeal amongst 20-39 year olds (current users) Drive universal appeal (white, African-American, Hispanic, and other ethnic)

Product Benefits Energizing, Quenching, Great Taste

Emotional Benefits Exhilaration, Excitement

Personality Irreverent, Daring, Fun

Key points
Good creative can (at least partially) overcome low media budgets Good advertising is the result of careful strategic thinking, not gut feel Other marcoms Sales promotions (both trade and consumer) PR Internet presence

Creative Decision Filters


Brand filters:

Brand benefits Brands symbolism Resonance with the target audience(s)

Communication filters: Story Product integration

Campaign filter

Benefits
Product attributes

Symbolism
Symbols Identities

Resonance
Response

Story
Is the creative simple? Understandable? Humorous?

Product Integration
Is the product well integrated in the story?

Campaign
Does the creative well integrated in the campaign ?

Analysis of Moffits decisions Labor of Love - humorous ad, it is related to baseball, not to football. Dew or Die this ad may convey message of militancy Showstopper musical is from the 30s Cheetah it does piggyback on the features of extreme sports it has a potential to be a large production. Mock Opera - this ad is a parody on Queens song can relate to many of the potential viewers Also, this ad does not feature extreme sports.