Mountain Dew: Selecting New Creative Back Ground * Mountain Dew was invented by the Hartman Beverage Company in Knoxville‚ Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrus flavor‚ more sugars and more caffeine that other soft drinks and less carbonation so that it could be drunk quickly. * Pepsi co. amazed by Dew’s success in what brand manager would come to call the “NASCAR belt” * Mountain Dew is looking a new concept and
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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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with ones located in the shopping district drawing all females‚ and those situated in the business district all males. At these all-male hang outs guys would sip a bubbly beverage and chew the fat. For example‚ Hudnut’s‚ a popular soda fountain in New York City attracted a luminous crowd. Located on “Newspaper Row‚” the fountain was a male-hang out frequented by journalists and editors who
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CASE ANALYSIS NOTE Mountain Dew: Selecting New Creative Analysis: History of Mountain Dew advertising: 1. It was introduced in 1940 and didn’t have any brand history or specific culture. 2. Advertising was handled by Ogilvy and Mathers before being Assigned to BBDO in 1973. 3. The drink hit it off in the rural areas of the US‚ mainly on the Eastern seaboard and into the Northern plains of Minnesota and the Dakotas 4. Campaign themes over the years when different ads were
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Mountain Dew: Selecting a New Creative 1. What are the decision filters used by brand managers to evaluate brand communications? Mountain Dew is finding for a good branding strategy and new concepts as part of improving its brand position in the competitive market with their most appropriate decision. choose the right and creative advertisement that gives the maximum impact of Mountain Dew with their relatively limited media budget to improve their sales and profit. Some of the challenges
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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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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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Aug 13‚2010 Case Analysis Mountain Dew: Selecting new Creative 1. Introduction:- Product/Brand under study – Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940.Its Bright yellow – Green in color and has more sugar‚ Citrus flavor‚ and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category. 5 C’s:- Company – PepsiCo is one of
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Bryan Schaeffer Mountain Dew The Mountain Dew case centers on the decision that the BBDO team and Pepsi executives made in regards to the Super Bowl advertisements to be aired in 2000. The creative team came up with 10 possible scenarios. Since their meeting took place in October (4 months prior to the Super Bowl) they had little time to produce the ads. The 10 concepts were quickly whittled down to 5 and the executives wanted to whittle them down to 3 in which to produce. From those 3‚ the
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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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