Test 2

Marks 45 Time : 1.5 hour

Instructions: Submit typed word files/scanned hand-written copies in the following folder.

https://drive.google.com/drive/folders/1vdS5H-8FZS64Ph2a_lIWzL9gIfd3Zu_o?usp=sharing

You should name your file name as RollNo_Name.

Question:

Assume the skilled brand managers set a framework of six creative filters used
to evaluate proposed advertising. Examine each of the five finalist ads described
in the case through each filter and comment on their suitability considering the
brand’s image and the company’s. (5×9=45)

Creative Decision Filters

Is framing of Is expression Will the ad

Brand Filters: brand benefits of brand resonate
compelling? symbolism apt? with target
culture(s)?

Communications Filters:
Engaging, Integrates
simple, product into
original, story?
Campaign Filter: creative?

Effective
extension of
campaign
equities?

●
https://www.youtube.com/watch?v=ZFz7xpWqqB
Ad 1
Brand Filters:
● Is framing of benefits compelling?
● Is expression of brand symbolism apt?
● Will the ad resonate with larger cultures?
Communications filters:
● Engaging, simple, original, creative?
● Integrates product into story?

Campaign Filters:
Effective extension of campaign equities?M

LABOR OF LOVE

BRAND FILTER: Brand Benefits The benefits are not properly conveyed
through the Ad. The Energizing benefits of
Mountain dew is not clearly portrayed

BRAND FILTER: Symbolism It does not have the usual mountain dew
feel. It tries to showcase the wild aspect
of taking mountain dew

BRAND FILTER: Resonance Mountain dew’s target market is the

energetic, wild and risk taking teen audience.
This Ad tries to shift attention to adult family
males and will not be important for them

COMMUNICATION FILTER: Story This Ad can turn out to be offensive to

some of the audience. But the overall
theme is funny and creative.
COMMUNICATION FILTER: Integration
CAMPAIGN FILTER: Extension
BRAND FILTER: Brand Benefits
BRAND FILTER: Symbolism
BRAND FILTER: Resonance
COMMUNICATION FILTER: Story
In this Ad the dew is just used as a
product in the background and doesn’t
have big relevance in the setup
It portrays a different idea rather than the
usual theme of Mountain dew but the
actual benefits are not properly depicted
through the scenes
Dew or Die
Dew or Die
The symbolism of the Dew Dudes in this story
was very confusing. In the initial phase, the
Dew Dudes were shown to have an
exhilarating experience whereas in the
second half, they were shown to be lazy.
It is an inaccurate portrayal of the Brand’s
symbol.
Mountain Dew has a niche target audience-
majorly young energetic males. The
characters in the Ad are close replicas of the
Brand’s TA.
When it comes to satisfying a larger audience,
the Ad might have a problem of convincing
people about the lazy character of Dew
Dudes. The Ad is not clear as it shows two
opposing poles of personas. While Dew Dudes
saving the day and winning the girls might
work in the brand’s favour, staying lazy
during a mission most definitely won’t.
The narrative in Dew or Die is confusing. The

COMMUNICATION FILTER: Integration
CAMPAIGN FILTER: Extension
BRAND FILTER: Brand Benefits
BRAND FILTER: Symbolism
Dew Dudes go on a mission to save the world
in the eleventh hour, they end up getting
distracted while on duty but still somehow
save the day. A drop of Mountain Dew getting
into cracks and saving the day by bursting a
lab is too vague.
Dew or Die has integrated the product in the
campaign. Mountain Dew is fit into a place
where the Dew Dudes seem to have a fun
time. It has to be noted that the rave culture
was prevalent at that time and this ad could
very well be relatable for that audience. The
second half where Dew Dudes are found
chilling is synonymous with a nightclub or a
rave party.
The campaign has great scope of getting
extended. Mountain Dew can start a series of
secret agents who save the day. This can
actually be extended with the same villain
too.
Cheetah
● The benefits of Mountain Dew are
energising, exhilarating
● Also demonstrates that the product is
“Thirst Quenching” which is the main
point that company wants to
communicate
● but somewhere the advertisement
fails to imply about the taste,
cooling and the refreshing
effect of the product
● It symbolizes value through
motivation in getting The
Mountain Dew back
● This advertisement has more
 environmental and wildlife
(african jungle) ramifications
than any connection with the
product.

BRAND FILTER: Resonance ● Moderate intention of the

advertisers was to excite the
audience and make them
laugh
● It resonates a specific lifestyle
of the target audience through
daring, adventure and thrill
seeking

COMMUNICATION FILTER: Story ● The advertisement is very

straightforward and understandable,
entertaining and exciting to watch
● The story enganges SuperBowl
watchers regardless of age, sex or
ethnicity.
● It also engages the audience from the
start with the landscape and
unpredictability of the guy chasing a
cheetah.

COMMUNICATION FILTER: Integration ● Goes with the central theme of

athleisure and youth and the product
is effectively integrated into the
Advertisement -
1. Value - customers get a sense of why
Dew Dude is chasing the Cheetah
2. Benefit - Quenches Thirst

CAMPAIGN FILTER: Extension ● The tagline and the uniqueness

of the ad makes it more
memorable when compared with
ads of competitive brands
● The ad is different but difficult to
extend any other ad campaign on
similar line

BRAND FILTER: Brand Benefits
BRAND FILTER: Symbolism
Show Stopper
The brand is likely to benefit from this
advertisement campaign. This is an
extravagant display of skateboard and BMX
tricks which their customers have been
known to find appealing. It also has a nice
show tune in the background. These kinds of
ads are best suitable for events like the
Superbowl or the X games.
While the synchronised acrobatics might not
be in line with their previous narratives of
free and extreme sports, the addition of Dew
Dudes is a familiar touchpoint for the
customers.
The brand can benefit greatly by pushing this
campaign frequently in a short span of time.
The symbolism of Mountain Dew is low in this
particular advertisement/story-board as
Mountain Dew has marked itself as the choice
 of drink for rebellious and adventurous
teens/youth. Having a synchronised display of
not so extreme sports is out of line with
Mountain Dew’s years of communication.

This story-board/advertisement is not

appealing to youth who are influenced by
grunge and rap, who are the primary
consumers of Mountain Dew. The addition of
Dew Dudes at the end is the only thing that
makes this a Mountain Dew advertisement.

BRAND FILTER: Resonance The ad looks to be appealing to the

customer, but majorly to the old timers. It
might not grab the attention of the entire
target segment.

● The sports being used are not that

extreme ; (the sports used is
synchronised sport)
● Indoor environment of the Ad
● The music being used is trumpet,
saxophone and the music wan not
creating the necessary enthusiasm.
● The ad that ends saying the thirst is
quenched, whereas it doesn’t fit the
activities right.

COMMUNICATION FILTER: Story The advertisement revolves around a show

performance including skaters, skateboarders
and bmx bike riders. The show is being
performed indoors. It starts with a smiling
lady inaugurating the show and the initial
quarter of the creative loses to hold the
attention of the viewers. It doesn’t bring in
the same level of adrenaline which is
normally portrayed in ‘Mountain Dew’ Ads.
It’ll not be appealing to the major lifestyle
group (Rural).

The skates and bikes are not used as a part of

extreme sport. Presence of too many
characters causes a distraction in the agenda
of the advertisement.

COMMUNICATION FILTER: Integration
CAMPAIGN FILTER: Extension
However, the whole theme is extravagant
and brings in a feel of a superbowl.
The product is not integrated well with the
advertisement campaign. Mountain Dew is
known as a thirst quencher and a drink of
choice for extreme sports professionals, teens
and youth who are influenced by grunge and
rap music. It is often depicted as a source of
adrenaline for adventurous people. This
advertisement however did not stimulate any
excitement.
Though the music was the highlight of the
show, it was different from the preferences of
the traditional consumer segment, but rather
targeted towards the general audience. There
was very little connecting the traditional
narrative of Mountain Dew with the content
of the advertisement.
This particular campaign has little to no
scope for being extended. These kinds
of advertisements are great one time
gigs. They are entertaining, but not
memorable. These are good only during
certain events like the X games or
during the Superbowl. The primary
cohort of Mountain Dew might enjoy the
jazzy music in the background or the
synchronised performance a few times
but will not resonate it with their daily
purchasing decisions.

BRAND FILTER: Brand Benefits
BRAND FILTER: Symbolism
BRAND FILTER: Resonance
Mock Opera
Energising and quenching experience along
with the thrilling and exhilarating emotion
has been closely associated with the brand,
which usually drives the athletes and stunt
performers.
But in this ad, though the rockclimbing,
snowboarding and biking athletes represent
the usual adrenaline-rush activities usual in
the Dew creatives, it is shown as missing their
chance to get hold of the Dew can, which
doesn’t necessarily indicate the preferred
notion.
The ad portrays the story of the altered lyrics:
alternative sports action in which the athletes
just miss cans of Dew as they shoot by. Mock
opera uses popular music which is
important for Dew Drinkers because
it allows the consumers to identify
with the commercials and it is catchy
too. It also involves sports" but does
not go as far as overusing extreme
sports.
Mock Opera will appeal to the 18 year-old
males as well as other demographics
(people between the age of 14-30) because
of its use of the classic rock song featured
in Wayne’s World, a movie which has
universal appeal to young people. If one of
the sports athletes in the commercial is a

COMMUNICATION FILTER: Story
COMMUNICATION FILTER: Integration
Campaign filter: Extension
female then it will make it more inviting to
the female demographic. It is important not
to overdue the use of female athletes
otherwise this will alienate Mountain Dews
core youth male market.
Although the Mock Opera ad might not
necessarily be the ideal campaign for their
target audience, it keeps the existing older
consumers engaged and included.
Furthermore, the humor factor will appeal to
mass crowds. The popularity of the song
choice will make the commercial memorable
for people of multiple age groups.
It is engaging as the characters are observed
to miss getting hold of the Dew can while
performing the stunts, but appears complex
as complex as viewers might find difficulty
relating the concert and sports settings.
Considering how well the product has been
integrated into the story, it has been given a
significant part by being present for most of
the time, especially with the efforts that
athletes are placing to get hold of it, which
shows the yearning that the target has for the
drink.
But the actual intent of using the product to
fuel the athletes in performing the high
energy activities is missing, as it shows them
missing out in getting to it.
The mock opera campaign was a one-
off thing to gain the attention of target
consumers. This ad has little scope for
being extended. Even though the target
audience will be able to resonate with
humor and music, repetition of a similar
concept might work but the story of this
campaign can’t be continued. The only
possibility of an extension would be the
athletes/adrenaline junkies getting hold
of the dew at the end of their stunts!
 Labour of Love

BRAND FILTER: Brand Benefits Mountain Dew is known to provide energy

and enthusiasm for its drinkers. In the case it
the communication strategy was to show that
mountain dew exhilarates like no other. But
the ad doest heavily harp on benefits of
mountain dew . Benefits of Dew are not
mentioned properly or the ad lacks the clarity
that establishes the benefits properly.

This ad was not inline with traditional

mountain dew ad but the Dew dude was laid
back and was showing energy.

BRAND FILTER: Symbolism The symbolism of mountain dew was done

in a very positive fashion. The usage of “Code
Green” , panic situation and curiosity on the
eyes of nurses strongly capture the essence of
the brand.
But, mountain dew is always associated with
high energy sports or action and the ad
representation had some variance.

BRAND FILTER: Resonance The ad was targeted to 18 year old teens as

epicenter and appeal to age group 20 to 38.
The ad should target young energetic youth
craving for high energy to perform better . but
the ad target men. That are not the target
audience of mountain dew ad

COMMUNICATION FILTER: Story The story is offensive but the humour

content has enough essensive keep dew in
top of the mind of the consumers

COMMUNICATION FILTER: Integration In this ad the dew was not used properly .The
product was used just as a prop . The can was
not integrated to the add properly felt more
like product placement rather than a
 mountain dew ad

The core benifits of having mountain

CAMPAIGN FILTER: Extension
dew is not mentioned. The ad lacks the
functional aspect of the product and
focused more symbolism. This can
confuse the consumers because of the
lack of clarity.
Therefore,how this functional benefits
are connected to symbolism shown can
be connected

Showstopper:

a.Ad is very energetic and exhilarating. Lots of high-energy sound and moves adds to
the exhilarating and energizing brand theme.

b.Focuses more on a diverse target audience than just the epicenter (18 year old
males). Appeals to an audience that is transitioning into adulthood and increases its
diversity with a major focus on women through energizing dance and a more
sophisticated feel. However, still incorporates the thrill seeking, adventurous extreme
sports males with BMX biking and skating. Symbolizes an extreme sports music video.
Title of the show is effectively called “Do the Dew” keeping with the brand strategy of
lifestyle choice (its cool) not just a drink.

c.Major focus of the ad is the music which exploits the music trend of the target
audience through techno music, “highly rhythmic and long-winded dancing to
combine…trance-like state”. Also the Dew Dudes are judges and seem more
sophisticated in appearance adding to the aggressive promotion of “alternative sports”
to an actual professional event like the X Games.

d.Can be effectively combined with the Super Bowl through engaging an already high-
energy audience with a connotation that if you drink the Dew you will be energized and
exhilarated.

e.Product is integrated throughout the ad with everyone taking a collective gulp and the
fountain of Dew near the end

https://www.scribd.com/doc/103051474/Mountain-Dew

Showstopper

Pros
o

Extravagant theme in line with Super Bowl

o

Appeal amongst the target consumers

Cons
o

Usage of extreme sports characters

o

May appeal only to the old timers

o

Not connected with the major lifestyle group (Rural)

o

Repetition of Dew Dudes

This ad pictures the fun part and has a universal appeal through dance plot. Hence, it can be accepted.