Mountain Dew Case Study Essay

Mountain DewMountain Dews unique way of connecting to the junior generation through extreme sports has become a grand success, because many companies are coming up with similar advertisement household Recent little terrors to Carbonated Soft Drinks in recent years by highly caffeinated and sports drinks have affected their sales. The company advertisement has emphasis on the young generation and thus quickly rose as turns loyal opposition. They have advertisements harnessing ideas of current generation as tumefy as advertisement promoted by celebrities. All of this pushed their sales up.The Dew Campaign potential The Do the Dew Campaign has always been about excitement and energy and was favored since the beginning, 1992. The main focus has always been on the cultural trends closely jump with the youth. There were 3 main trends Rap Music, Extreme Sports, and Gen X culture. discernment in Music was matched to that of the young generation. In early 90s it was it related to blame songs then came the generation of alternate rock songs and later the techno music. Similarly in sports and GenX Ethos, It also became one of the founding leader sponsors of X Games. In the offshoot it mainly target audience was 18 year old males turn at the same time it created an appeal to age group 20 to 39. However the impact gradually lowered as other companies started to disassemble up the trend. The company required a fresh move and they apothegm an opportunity in recent rising trend that was retro. The committee picked up this trend for recent ad scope. Consequently, they shortlisted many unlike concepts to five different advertisements after thorough review. Brief perception on them is provided.The Labour of spot Ad humorous is there but does not create an sentiment of the brand as an adrenaline rush factor. So not the outperform strategy unless Dew considers repositioning.The Dew or Die Ad and the Cheetah Ad The focus is same as before on exalt choice and s portsman and daring. The idea is repetitive in nature hence not as effective.Mock opera Ad The cultural trend is Gen X attitudes man at the same time portraying the brand as exhilarating and arouse. This takes care of the predictability aspect of the ads with the Dew Dudes performing the Bohemian Rhapsody.Showstoppers Similar to that of Mock Opera ad holds on to the image of the brand as daring and exciting while at the same time is less predictable.Response to threat of functional and alternative drinksIn response to non-CSDs, an advertisement cause must be selected which appeals to the irreverent, daring and fun loving side of the young generation. The citrus flavour in Mountain Dew is its uniqueness. The advertisements can focus on fodder Mountain Dew to appeal to the calorie conscious consumer as the amount of calorie is low.Increase in advertisement is essential. By correlating the cost of the advertising campaign with the sales we observed that there is a high correl ation which is near .95. SO the advertisement selection has to meet the current trend as well as the mind-set of young generation as discussed.