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History

Introduced in 1940s, didnt have any history, no specific culture. Subsequently, different authors contributed different experiences, forming stories & thus the

culture.

During 70s, Rural OrientationHello Sunshine, Mountains, Dew drops, Sun,condensed drop on can

During 80s, Positioning sub-urban youthCountry Cool, Athletic endeavors Early 90s, Positioning as National Brand emphasized athletic stunts, Aggressive rock

MusicGet Vertical

Mid 90s, Targeting SpotsDo the Dew, Done That, Parking Attendant, Music Grunge, Raves, Extreme Games, Celebrities

Issues How to keep the "Do the Dew" campaign working hard to build the brand, given that

extreme sports were becoming overexposed

How to respond to the growing threat of non-CSDs, especially Gatorade and the newhighly-caffeinated and sugary energy drinks like Red Bull

Strategy Symbolize that drinking Mountain Dew is an exhilarating experience.

Objective: Expand appeal of Mountain Dew to new users while reinforcing it among current users

Positioning: To 18 year old males, who embrace excitement, adventure and fun, Mountain Dew is

the great tasting CSD that exhilarates like no other because it is energizing, thirst-

quenching, and has a one-of-a-kind citrus flavor.

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Communication Strategy: Symbolize that drinking Mountain Dew is an exhilarating experience.

Target: Male Teens18 year-old epicenter Ensure appeal amongst 20-39 year olds (current users) Drive universal appeal (white, African-American, Hispanic, and other ethnic)

Product Benefits Energizing, Quenching, Great Taste

Emotional Benefits Exhilaration, Excitement

Personality Irreverent, Daring, Fun

Key points

Good creative can (at least partially) overcome low media budgets Good advertising is the result of careful strategic thinking, not gut feel Other marcoms

Sales promotions (both trade and consumer) PR Internet presence

Creative Decision Filters

Brand filters:

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Brand benefits Brands symbolism Resonance with the target audience(s)

Communication filters: Story Product integration

Campaign filter

BenefitsProduct attributes

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SymbolismSymbols

Identities

ResonanceResponse

StoryIs the creative simple? Understandable? Humorous?

Product IntegrationIs the product well integrated in the story?

CampaignDoes the creative well integrated in the campaign ?

Analysis of Moffits decisions

Labor of Love - humorous ad, it is related to baseball, not to football. Dew or Die this ad may convey message of militancy Showstopper musical is from the 30s Cheetahit does piggyback on the features of extreme sportsit has a potential to be a

large production.

Mock Opera - this ad is a parody on Queens song can relate to many of the potential viewersAlso, this ad does not feature extreme sports.