School of Economics and Business, Sarajevo

8TH of April 2018 Student: Lana Bečiragić

Index: 4151-MM/18
SUBJECT: Marketing Communication Management

CASE: Mountain Dew: Selecting New Creative

QUESTIONS

1. Imagine you are in the position of Scott Moffitt, PepsiCo's marketing executive
for Mountain Dew. You are supposed to give your opinion and evaluations of five
suggested creative solutions which were presented at the meeting with
representatives of BBDO marketing agency – „Child of Love“, „Cheetah“, „Dew
or Death“, „Taunting Opera“ and „Showstopper“. What would your comments be
and why?

 Dew or Die – Nice idea, it relates to everyday teens, as well as young adults with the
distraction with girls. It might appeal to the female gender in the sense that drinking
Mountain Dew will make them more approachable. The tendency of boys to show off
is also displayed and it really allows teen boys to identify with the characters in the
commercial, which is very important.
 Cheetah – It is simple, but memorable. The creativity behind it is genius. It shows
bravery, speed, and strength and men/boys always identify with those qualities, even if
they don’t possess them. They will want to be like the character that beat a cheetah.
 Showstopper – This one seems to play on the humor of teens. The idea is good, but not
compatible with the target market. The message could easly be mussunderstood.
 Labor of Love – This commercial has tendency to be confusing to some consumers. It
doesn’t seem like it would appeal to the consumers. It could be dangerous to develop a
commercial such as this since it is open to a lot of controversy with feminists and
women’s rights groups.
 Mock Opera – The idea is good as the Shostopper as well, particularly because of the
song being used. This song was very popular among the target market at the time and it

1
 would capture the attention of consumers even if they heard the commercial without
watching it. The action of the commercial will appeal to the consumers.

2. Out of these five solutions three are supposed to be taken further into production.
Which three would you choose and why?

If I have o choose one I would choose Cheetah, but if I have to add three more, those would be
Mock Opera and Dew or Die as well. These ads are the most releant to the target market and
the most interesting to the costumers and the rest of audience that possibly could become their
target market as well or a bese for future customers.

3. Out of the three produced TV ads, two will be aired during Super Bowl. Which
two would you chose for this and why?

One of the most important thing to pay attention on when it comes to advertising is how, when
and where to place commercials, since that is decision upon what the position of brand and a
whole campaign depends on. If it comes to the bad decision, brand could possibly lose a lot of
market share and damage its own brand image. Having this in consideration during the Super
Bowl I would choose Cheetah and Der or Die, and Cheetah would be my first option. These
two are the most compatible with the target group and fulfill the image of the brand completely.
They are also most memorable and they will stay in consumers’ minds for a long time, maybe
even become a role model for them.