Mountain Dew:

Selecting New
Criteria
Group 2
Arun Menon (193) | Rahul Govindwar (201)
Zubair (206) | Priyanshu Verma (215) |
Shruti PandeY (229) | Teresa P Raffi (236)

What is the problem?

Mofo

Guidelines for Evaluation

Is creative approach consistent with

marketing, advertising and creative objective?
Labor of Love

Cheetah

Dew or Die

Mock Opera

Showstopper

No product benefits
are addressed in the
advertisement.
Excitement does
exists as it
comprises delivery
of a baby in a very
dramatic fashion.

Product Benefits: The

ad is consistent by
strongly showing the
energizing and
quenching benefit; for
great taste since even
cheetah is unwilling to
share means it must be
very good in taste.
Emotional Benefit: The
ad is consistent with
exhilaration and
excitement by using
mountain bikes and
African plains.
Personality: Daring and
fun elements are highly
consistent with the ad.

Product benefits are

not looked into.
Emotional benefit are
also not consistent. The
major aspect is
focussed on the daring
part of personality. The
creatives are
inconsistent with the
key benefits and
attributes the product
wishes to cater.

No product benefit can

be attached to this
advertisement. While
exhilaration cant be
viewed from the ad,
elements of excitement
do exist. The altered
lyrics and funky setup
does create some
excitement.

Product & Emotional

Benefits: The ad is
neither depicting the
product benefits like
great taste and
quenching nor the
emotional benefit of
exhilaration and
excitement. The only
cue to being an
energizing drink is
that they are asked
to do the second
take of such a
complication dance.

Does creative approach communicate a clear

and convincing message to the customer?
Labor of Love

Cheetah

Dew or Die

Mock Opera

Showstopper

The message being

conveyed isnt very
clear; it doesnt
address the
attributes of the
product. A baby
popping out is not a
very convincing
scene in the ad
along with the other
dramatic scenes.

A clear message of an
energizing and thirst
quenching drink is sent
across to the risk taking
and adventurous youth.
The creative aspects
ensure that the
message is convincing
too

The daring part is

looked into. However it
doesnt seem
convincing enough for
a 18 year old male. The
message is also not
very clear; how a
mountain dew can can
save the world.

It moderately is
consistent with the
intended message. The
fun aspect of
personality and
excitement of
emotional benefit is
catered to.

No the message is
not clear. Though
they have shown
young dancers in a
punked-up version,
the message fails to
convince users that
it is a drink that
exhilarates,
energises and
quenches thirst like
no other.

Is the ad truthful and tasteful?

Labor of Love

Cheetah

Dew or Die

Mock Opera

Showstopper

The ad may not be

taken in good taste
by general
audience. Since it
doesnt address the
target audience too,
the truthfulness of
the ad decreases.

Yes the one-of-a-kind

citrus flavour gave
positive results in
research too. Also, the
loyalty towards the
drink of both the
cheetah and the man
is shown is a good
taste.

The ad seems to be
more on the fictional
side. The scenes
shown may be tasteful
however, they lack the
truthful side.

Yes the message is

truthful as well as
tasteful. The mocking
of the Queen album
and alteration of lyrics
is done in good taste.

Yes the ad is
truthful as it is an
energizing drink.
However, this being
the only benefit
shown in the ad, the
effectiveness is
reduced.

Thank You!