Mountain Dew
Selecting New Creative
Amanda Barraza
Olga Shipilo
Clare Tan
Ted Chiang
Dew Outline
1
• Background of CSD Market
2
• Mountain Dew SW
3
• Environment: OT & Competitions
4
• Consumer Behavior & Target Segment
5
• Analysis of Creative
Product Evolution of US CSD Market
Cola
Flavored
CSDs
Functional
Drinks
Alternative
Drinks
Relative Mkt Share
Colas vs FSD
Mkt Share of US CSD Mkt
Effects of Low Brand Awareness
Unaided Brand
Awareness
39%
44%
Difference
in
Sales
Potential
"Dew Tastes Better"
48%
19%
21%
2.40%
"For Someone Like Me"
53%
21%
23%
2.65%
"Dew Drinkers are Cool"
64%
25%
28%
3.20%
Copy Platform
1. Basic Problem to Address
Low Brand Awareness
Low BDI Amongst Ethnic
Groups
Weak in Western &
Southern Regions
Advertising Objectives
Expand appeal of MD to new users
Reinforcement Amongst Current Users
Target Audience
18-Year-Old Male
Copy Platform
4. Selling Idea
Exhilaration, Excitement, Irreverent, Daring, & Fun
5. Creative Strategy Statement
Drinking Mountain Dew is an EXHILARATING Experience.
6. Supporting Information
Varies with each advertisement