Mountain Dew: Selecting New Creative

1
2
Flashback…….
So you want ??
 Increase Profit
 Increase market share
 Build Brand Image

One Solution……
Few Ad’s to start with ..
 Flipkart
Now :
https://www.youtube.com/watch?feature=player_embedded&v=06xQbRD0CO
Y
https://www.youtube.com/watch?feature=player_embedded&v=06xQbRD0CO
Y
Past :
https://www.youtube.com/watch?feature=player_embedded&v=NriQf4
SxnUA
 Fedex
https://www.youtube.com/watch?feature=player_embedded&v=Xqi
_xrgpH28
 Airtel
http://www.youtube.com/watch?v=nIuGHTAwi1g
 JK Cement
http://www.youtube.com/watch?v=P2cqlw3pwFw
 The Caliber
http://www.youtube.com/watch?v=wAquybYFHCU
Communication Process
AIDA Model
Promotion Mix
Personal Selling
Sales Promotion
Sales Promotion
Public Relation
 5M’s of Advertising

Mission

Measurement Money

Media Message

Source: KKKJ, Chapter 11

Closer look….
Medium
Medium
Integrated Marketing Communication
Integrated Marketing Communication
Types of Ad and PLC
DAGMAR Model
‘Defining Advertising Goals for Measured Advertising Results’

Awareness - the consumer must first be aware of a

brand or company

Comparison - he or she must have a

comprehension of what the product is and its
benefits

Conviction - he or she must arrive at the mental

disposition or conviction to buy the brand

Action - finally, he or she actually buys that

product

Source: http://marketingpr.suite101.com/article.cfm/what_is_the_dagmar_advertising_model
Creative Strategy
Analysis of an Ad

Objectives Theme Character Evaluation

Restate Leadership Humor Celebrities Creativity

Conveying Product
Attributes
Parody
Belittling Common Man Reach
Competition
Factual
Increase Recall Animated
Sales Impact
Characters
Emotional
Creating Curiosity

Fit with the

Social Testimonial Others
Objective
Responsibility
Gunn’s Ad Formats
 The Demo – BSNL
3G(http://www.youtube.com/watch?v=Ky2caoOPz78)
 Show the Problem – M-Seal
(http://www.youtube.com/watch?v=oY0HW6aYN8U)
 Symbolize the Problem – Tata Indicomm
(http://www.youtube.com/watch?v=mUF8Vf8--2g)
 Symbolize the Benefit – Bournvita Malt Beverage
(http://www.youtube.com/watch?v=eJX5HFLIjYA)
 Comparison – Duracell
(http://www.youtube.com/watch?v=XVTo4y5e08k)
 Exemplary Story – Surf Excel
(http://www.youtube.com/watch?v=2z2b8NDBzjc)

Source: http://experiencecurve.com/archives/the-12-types-of-ads
Gunn’s Ad Formats

 Benefits Caused Story – Axe Effect

 Testimonial – TVC (Teleshopping)Ads
 Charecters or Celebs – Rupa Frontline
 Associated User Imagery – Mountain Dew Ads
(http://www.youtube.com/watch?v=sUzZZZWi7aA)
 Unique Personality Property – Bajaj Pulsar
(http://www.youtube.com/watch?v=nGmCNl9nRAc)
 Parody or Borrowed format – Sprite – SeedhiBaat
(http://www.youtube.com/watch?v=Vf8yojsV6j0)

Source: http://experiencecurve.com/archives/the-12-types-of-ads
SCORPIO
Scorpio

Jeep Car

Rugged
Soft
Not for city roads
Not luxury City roads
Hard to drive Ease of driving
Adventure Comfort
The Case
 Mountain Dew was a small regional “heavy citrus” flavored brand when
PepsiCo purchased the drink in 1964
 PepsiCo and their ad agency BBDO worked together to build the brand with
advertising so that, by the time of the case, it was on the verge of passing Diet
Coke to become America’s #3 soft drink (after Coke and Pepsi).
 The brand team had a huge success beginning in 1993 with a campaign called
“Do the Dew” featuring zany slacker guys doing wild extreme sports and
making fun of pop culture.
 But, in 1999, there were signs that the campaign was showing its age. So a
central goal of the new advertising was to “keep the campaign fresh” —

33
The Creative Filter Model
 What is Brand Communications?

Psychological persuasion :
 Popular models include AIDA (awareness->interest->desire->action) and
 the hierarchy of effects model (learning->feeling->doing)

Brand communications aim squarely at the value proposition

build quality reputation

build perceptions that company is a good relationship partner
frame how consumers perceive product experiences
imbue the brand, as a symbol, with values and identities
34
Evaluating Ads with Decision Filters

35
Branding

 Benefits Filter

 Symbolism Filter

 Resonance Filter

36
Communication
 Story Filter

 Product Integration Filter

37
Campaign
 Campaign Extension Filter

https://www.youtube.com/watch?v=zyX_iKzJkxg

38
 Thank you

39