Mountain Dew Kickstart's 'Come Alive' advert

hits the right spot [Brand Equity]

Publication info: The Economic Times ; New Delhi [New Delhi]12 Feb 2015.

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ABSTRACT
 
'Come Alive' by BBDO New York Mountain Dew Kickstart that released its new 'Come Alive' advert ahead of its
official television debut during Super Bowl XLIX Pregame show has got mixed reviews on social media.

FULL TEXT
 
'Come Alive' by BBDO New York Mountain Dew Kickstart that released its new 'Come Alive' advert ahead of its
official television debut during Super Bowl XLIX Pregame show has got mixed reviews on social media. We asked
two adwalas - Dhananjay Sahasrabuddhe, brand services director, LinTeractive and Soham Sengupta, senior
manager (brand strategy), The Glitch - for their opinion about the spot, here's they had to say. Idea Dhananjay
Sahasrabuddhe: Mountain Dew Kickstart has often infused dancing as an element in its past campaigns. It is
interesting to note that keeping the drink as a catalyst the brand is trying to push the idea of adding zest to
people's mundane life, like the product promises. Soham Sengupta: Super Bowl in the USA is highly expensive and
a crowded space as far as branding is considered. You need something unique to break the clutter and impress the
young web audience. With this commercial 'Mountain Dew Kickstart' has hit the right spot by being quirky and
interactive. Creative execution Dhananjay Sahasrabuddhe: The creative sticks to its domain of displaying the
abundance of energy; what stands out is the animation of various objects hanging in the room. But then this is an
ad for two new variants and that factor doesn't really come out in specific. Soham Sengupta: The production
quality is top notch and perfectly brings alive the bizarreness of the entire story. The dancing dog which looks like
a man in a suit was the clincher for me. Brand connect Dhananjay Sahasrabuddhe: It does a decent job of staying
in the same space with the impromptu yet predictable jig that the characters break into and the tagline of 'it all
starts with a kick' conveying the proposition. Though the brand connect is high, it doesn't really does a convincing
job of the new variants being introduced. Soham Sengupta: It definitely has a strong brand connect for me. It is
quirky, humorous and youthful. It did echo the same feeling that I had got from the ludicrous 'Cheetah', an old
commercial from Mountain Dew India. Brand recall Dhananjay Sahasrabuddhe: It might stay with people because
of the strong association that the brand has done through its previous TVCs. Personally, I didn't see anything that
ensures brand recall through this communication effort. Soham Sengupta: According to me this spot, scores high
on recall but I feel the mention of new product somewherre got lost in the video. It's a great tagline but the product
name doesn't work for me especially since it is similar to a very well-known crowdfunding website. Effectiveness of
the commercial Dhananjay Sahasrabuddhe: It does convey the overall brand promise but fails on the novelty
factor. That pulls it down for me on the effectiveness meter. Soham Sengupta: As a digital ad executive the first
thing I noticed was the number of hits on the video. Just under 1.5 million. Impressive but not great. Also, it fails to
create a desire to try the product. If you had to, how would you do it differently? Dhananjay Sahasrabuddhe: I
would have opted for a fresh guard. Though dance would have been at the core of it, the key point of new variants
would have been addressed better. Also, I would have conveyed all this without forgeting the key strategy and by
opting for a different scenario all together. Soham Sengupta: I would take the crowdsource route and host a

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microsite where people can truly check out all the interactive props in the video and upload their own crazy moves.
This could be published later.

DETAILS

Subject: Advertising campaigns

Publication title: The Economic Times; New Delhi

Publication year: 2015

Publication date: Feb 12, 2015

Publisher: Bennett, Coleman &Company Limited

Place of publication: New Delhi

Country of publication: India, New Delhi

Publication subject: Business And Economics, General Interest Periodicals--India

ISSN: 09718680

Source type: Newspapers

Language of publication: English

Document type: NEWSPAPER

ProQuest document ID: 1654201647

DocumentURL: http://ezxy.ie.edu/login?url=https://www.proquest.com/docview/1654201647?acco
untid=27285

Copyright: Copyright Bennett, Coleman &Company Limited Feb 12, 2015

Last updated: 2015-02-11

Database: ABI/INFORM Collection,ABI/INFORM Global

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