Mountain Dew

mount Dew: Selecting New Creative
Abhigyan Mundhra PGP-11-091
Abhishek Kar PGP-11-094
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Ankit Gupta PGP-11-104
Objective Expand appeal of Mountain Dew to new users while reinforcing it among current users
Communication Strategy exemplify that drinking Mountain Dew is an exhilarating experience.
Target Group
* 18 class old male teens
* 20-39 year olds current users
* popular appeal
Creative| Theme| Selection| Reason|
projection of Love| Humorous| No| Connection with baby actors line may not universally work for 18 year olds as well as 20-39 year oldsBaseball is not an somebody sport and hence king retreat from the original prompting|
Cheetah| Energy| Yes| Displays energy and youthfulness in a innovative style which may appeal to the teens|
Dew or frighten away| Adventure| Yes| Combination of take a chance and glamour with focus on youth culture may leave high have-to doe with|
Mock Opera| Fun| No| Can adjoin negative imagery for existing customers. Opera medicinal drug might not be popular with the entire target separate and hence may not have universal appeal.|
conversation stopper| Creative| No| Customers might not feel impute with the campaign because of the extravagant context.



Also more relation with practice of medicine and dance might lose out the original prompting of outside adventure sport drink.Energy levels in dance and music cannot match the brand image which is largely positioned around adventure and sports |

Cheetah and Dew or Die Creative
* Only two creatives that take up the positioning statement in the entirety. It speaks of excitement, adventure and fun.
* These creatives do not alienate the current clientele instead strengthens the earlier proposition.
* These creatives have much broader appeal to all the ethnic groups.
* Exaggeration and uttermost(prenominal) energy in these creatives can drive the sales and reward the brand equity.If you want to get a full essay, dedicate it on our website: Ordercustompaper.com



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