Mountain Dew Case 1. Based on the case facts - how is Mountain Dew positioned as a brand? What was the role of creative execution/creative concepts in managing the Mountain Dew brand? • Mountain Dew used to be positioned as the hillbilly soft drink. Mountain Dew is positioned as a brand of soft drink for a person who embraces excitement‚ adventure and fun. As said by its positioning statement‚ “ To young‚ active soft-drink consumers who love adventure‚ Mountain Dew is the soft drink that gives
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background Mountain Dew has been through many changes since it was introduced in 1942. It started out as a yellow-green drink in a green bottle that had a rush of citrus flavor and more sugar and caffeine than any other soft drink. During the introduction of Mountain Dew it was well known throughout the Eastern seaboard. At this time the objectives was to gain market share. Mountain Dew became popular because of the stock car racing circuit known as NASCAR. During the 1960s Mountain Dew’s objective
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Brokeback Mountain was a much talked about movie due to its theme. Some labelled the movie as a ‘gay cowboy movie’‚ which does not do the movie justice. Yes‚ the movie is about two cowboys who fall in love with each other but to categorize it as just a ‘gay cowboy movie’ simplifies a love story of a group of people that have often been denied of real representation in the media‚ especially the mainstream media. The movie opens in 1963 in Wyoming when two young cowboys are looking for work as
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Cold Mountain Cold Mountain‚ a novel wrote by Charles Frazier‚ is a Civil War story‚ a magnificent love story between a wounded Confederate soldier – Inman who deserts and begins a lonely‚ dangerous journey to find the way back home‚ and his lover – Ada who tries to survive after her father’s death. The Cold Mountain is the destination Inman wants to arrive at‚ and a place where Ada transform from a city girl into a mountain woman. The story is woven around the experiences of Inman and Ada trying
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Brokeback Mountain‚ with the themes of homosexual‚ struggle between conformity and freedom‚ truelove and so on‚ is a film that makes people cry and think. In the following passage‚ I will mainly focus on two themes：One is the truelove between these two cowboys; the other is their struggle between conformity and freedom due to the rejections of society about homosexual. Firstly‚ I would like to talk about how the theme ‘truelove’ is evidenced in the film. Ang lee used the conversation between these
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MOUNTAIN DEW: Selecting New Creative CASE STUDY SECTION A GROUP 5 Roll Numbers : FPM/04/005 (SUPRIYA K. K.) PGP/14/005 (AMIT KUMAR) PGP/14/015 (ARITRA BASU ROY) PGP/14/025 (DEVARAJAN K) PGP/14/035 (KRISHNAN VR) PGP/14/045 (SAURABH MAHAJAN) PGP/14/055 (TANOY DHAR) Issues identified: 1. “Do the Dew” campaign was more than 8 years old. 2. Ads were becoming too predictable and repetitive. 3. Use of alternative sports was becoming predictable. 4. Increase in
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Analysis Mountain Dew Background : Mountain Dew was invented by the Hartman Beverage Company in Knoxville‚ Tennessee in the late 1940s. The drink became a favorite on the Eastern seaboard‚ through Kentucky‚ Tennessee‚ and eventually spread up through the Great Lakes states (skirting the big cities) and into the Northern Plains of Minnesota and the Dakotas. PepsiCo originally assigned Mountain Dew to the Ogilvy & Mather ad agency. In 1973 PepsiCo assigned the brand to BBDO‚ its agency of record
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The Ozarks‚ also known as the Ozark Mountains‚ is a “physiographic‚ geologic‚ and cultural highland region of the central United States which covers much of the southern half of Missouri and an extensive area of northwest Arkansas.” The region extends to the west into southeast Kansas and northeastern Oklahoma. While the region is referred to as the Ozark Mountains‚ it is actually a “high and deeply dissected” plateau. The Ozark Mountains consist of three sections: the Salem Plateau‚ the Springfield
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Brokeback Mountain - Essay The story is about homosexual men who have an affair throughout the story. The theme is something about the forbidden love between two homosexual men in America in the 1960’s‚ which where a very taboo topic back then and something almost everybody looked wrong at. The story takes place in America‚ in the time period from 1963-1983. The story starts on Brokeback Mountain in 1963‚ when they are done working on Brokeback Mountain they don’t see each other for 4 years
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Case Analysis: Mountain Dew‚ Selecting the New Creative section 001: due on Feb. 15 section 020: due on Feb. 20 As you can see from the ending of the case‚ Mountain Dew is trying to decide which 3 of 5 potential creative spots to develop. Additionally‚ the case describes several background features‚ such as market situations‚ Mountain Dew brand history‚ and market research. In two pages‚ you are expected to choose three out of the total five potential creative spots (Cheetah‚ Mock Opera‚ Dew
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