Integrated Marketing Communication

Mountain Dew: Selecting New Creative

  

Group 1 – Section C

Members:

Aman Kumar – PGP/23/004

Khushali Agarwal - PGP/23/021

Saurabh Kulkarni - PGP/23/229

Eshan Swami - PGP/23/265

Sudhanshu Yadav- PGP/23/299

Q1 What is Moffitt's problem?
Ans – There were major 2 problems Infront of Moffitt.
 Over the period of time the extreme sports theme were becoming quite
saturated and many firms, not only CDS but also other industries were
making advertisements and building their brands on this theme. Hence, it
became difficult now to sustain the 8-year long success of “Do the Dew”
campaign and build the brand on it.
 The demand for non-CDS drinks was rising, and people were shifting
towards healthier drinks. Competitors like Gatorade and Red bull where
gaining share and projecting themselves on high caffeinated drinks

Q2. Which of the five finalist concepts, Pepsi should consider for
2000? What criteria do you suggest Moffitt should consider in
evaluating them?
Ans – Of the 5 final advertisements, Moffitt should choose Cheetah ad.
This is because of the following reasons:
 Its storyline different from the earlier concept of relating the brand
with extreme adventure sports which was the objective for the new
set of advertisements that Pepsi Cola wanted.
 It succeeds in conveying the core values of the brand that is to
symbolize that drinking Mountain Dew is an exhilarating
experience.
 It uses puffery to claim the functional benefits of the product, i.e.,
exaggeration of advertising claims to overcome natural consumer
scepticism.
Below is the comparison of all 5 ad sets based on AIDA model.

Ad Attention Interest Desire Action

Labor of
Love

Cheetah

Dew or Die

Mock Opera

Showstopper

Reasons to reject other creatives.

Labor of Love: It has a neutral setting of a hospital, which might not
attract attention of teens and is a major shift from brands earlier setting of
adventurous places.
Dew or Die: It is extremely dramatic and teenagers might loose interest in
watching the whole advertisement.
Mock Opera: Bohemian Rhapsody is one of the most famous single of all
time; it could have a negative effect on brand recall, as people will recall
the song more often than the product itself.
Showstopper: This too lacks the adventurous setting that the brand usually
portrays. In addition, it does not end with any action stimulating sequence
like thirst-quenching sound of gasp (ahhh).