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Mount Dew

In: Business and Management

Submitted By haifu
Words 409
Pages 2
Dew or Die:
This advertisement is mainly talking about a Dew dude saves the world by accidentally knocking over can of Dew. According to Mountain Dew FY 2000 Brand Communications Strategy, I have to say it is not a good advertisement for exposing Mountain Dew. Objective of Mountain Dew Communication strategy is to expand appeal of Mountain Dew to new users while reinforcing it among current users. Major segment of Mountain Dew is 18 year old males who embrace excitement, adventure and fun. But in the advertisement, actors are heads of military, villain, and two Dew dudes. All of these actors have nothing to with target segment – 18 year old males who are not heads of military, villain, or Dew dudes. For most of 18 year old males, they are too young to save the world. In advertisement, two Dew dudes seem on the mission of saving world, but when they ski into a lodge, they are obsessed with music, Dew, and beautiful women. Right now it is exhilarating time, but it is not proper, and saving world by a drop of Dew doesn’t make sense.
In a sense, the advertisement emphasizes that Dew brings happiness and has extremely power to penetrate land and destroy doomsday machine. But this ads does not build any association with brand strategy – drinking Mountain Dew is an exhilarating experience.
Mountain Dew’s major consumers are at rural. Advertisements in the past were talking about happy time of rural life, like Skateboarding, Rope Swing, and Waterfall. Dew or Die doesn’t inherit any theme or element of these advertisements. So I have to say it doesn’t build any association to current consumers.
According to market research, product imagery of Mountain Dew is sweet, entertainment, fun to drink, intense experience, and lots of flavor; psychographic imagery is adventurous, wild, active, daring, courageous, rebellious, and youthful and so on. What we can get from this…...

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