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
• 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
 Demographics
Mountain Dew
Segments Life style
Consumption Index
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, 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 Traditional Mid Metro Working Rural Mid Urban Downscale Downscal
suburbs Families Upscale Elite Class Towns & Melting Rural e Urban
Suburbs Towns Farms Pot

18-34 82 118 101 139 237 225 148 309 99

W/Kids
18-34 77 121 111 85 139 153 104 142 98
W/O Kids
35-54 101 160 108 141 242 212 97 291 107
W/Kids
35-54 56 79 71 47 121 141 52 127 73
W/O Kids
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
• 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
– 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
• Cheetah
• Mock Opera
 Thank You
For your
Dew-ly attention!