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    Mountain Dew Selecting New Creative: Amanda Barraza Clare Tan Olga Shipilo Ted Chiang

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    Suresh
    The document outlines Mountain Dew's plan to select new creative work for advertising. It provides background on the carbonated soft drink market and Mountain Dew's market share. It analyzes Mountain Dew's consumer behavior and target segments. The document then lays out a copy platform, with the basic problem being low brand awareness in some areas. The advertising objectives are to expand appeal and reinforce branding. The target audience is 18-year-old males. The selling idea focuses on exhilaration, excitement, and fun, with the creative strategy being that drinking Mountain Dew is an exhilarating experience.

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    Mountain Dew Selecting New Creative: Amanda Barraza Clare Tan Olga Shipilo Ted Chiang

    Uploaded by

    Suresh
    27 views8 pages
    The document outlines Mountain Dew's plan to select new creative work for advertising. It provides background on the carbonated soft drink market and Mountain Dew's market share. It analyzes Mountain Dew's consumer behavior and target segments. The document then lays out a copy platform, with the basic problem being low brand awareness in some areas. The advertising objectives are to expand appeal and reinforce branding. The target audience is 18-year-old males. The selling idea focuses on exhilaration, excitement, and fun, with the creative strategy being that drinking Mountain Dew is an exhilarating experience.

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    The document outlines Mountain Dew's plan to select new creative work for advertising. It provides background on the carbonated soft drink market and Mountain Dew's market share. It analyzes Mountain Dew's consumer behavior and target segments. The document then lays out a copy platform, with the basic problem being low brand awareness in some areas. The advertising objectives are to expand appeal and reinforce branding. The target audience is 18-year-old males. The selling idea focuses on exhilaration, excitement, and fun, with the creative strategy being that drinking Mountain Dew is an exhilarating experience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    27 views8 pages

    Mountain Dew Selecting New Creative: Amanda Barraza Clare Tan Olga Shipilo Ted Chiang

    Uploaded by

    Suresh
    The document outlines Mountain Dew's plan to select new creative work for advertising. It provides background on the carbonated soft drink market and Mountain Dew's market share. It analyzes Mountain Dew's consumer behavior and target segments. The document then lays out a copy platform, with the basic problem being low brand awareness in some areas. The advertising objectives are to expand appeal and reinforce branding. The target audience is 18-year-old males. The selling idea focuses on exhilaration, excitement, and fun, with the creative strategy being that drinking Mountain Dew is an exhilarating experience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 8

    Mountain Dew Selecting New Creative

    Amanda Barraza Olga Shipilo Clare Tan Ted Chiang

    Dew Outline
    1

    Background of CSD Market


    Mountain Dew SW

    Environment: OT & Competitions


    Consumer Behavior & Target Segment Analysis of Creative

    Product Evolution of US CSD Market


    Cola
    Flavored CSDs Functional Drinks Alternative Drinks

    Relative Mkt Share Colas vs FSD

    Mkt Share of US CSD Mkt

    Effects of Low Brand Awareness

    Unaided Brand Awareness

    Difference in Sales Potential

    39%
    "Dew Tastes Better" "For Someone Like Me" "Dew Drinkers are Cool"

    44% 21% 23% 28% 2.40% 2.65% 3.20%

    48% 53% 64%

    19% 21% 25%

    Copy Platform
    1. Basic Problem to Address
    Low Brand Awareness Low BDI Amongst Ethnic Groups Weak in Western & Southern Regions

    Advertising Objectives
    Expand appeal of MD to new users Reinforcement Amongst Current Users

    Target Audience
    18-Year-Old Male

    Copy Platform
    4. Selling Idea

    Exhilaration, Excitement, Irreverent, Daring, & Fun

    5. Creative Strategy Statement

    Drinking Mountain Dew is an EXHILARATING Experience.

    6. Supporting Information

    Varies with each advertisement

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