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IMC SectionB Group10 (Autosaved)

The document discusses marketing campaigns for Mountain Dew over the years from 1992-2000. It notes that distribution was initially limited to rural regions in 1992 and performed well in taste tests. From 1994-95, the campaigns used similar "pool-outs" creative spots that faded consumer interest. The 1997 spots used celebrity endorsements and different creatives. By 1998, the advertising became predictable and relied too heavily on extreme sports. The 2000 scenario highlighted how the Super Bowl provides easy exposure to a huge audience, motivating distributors and generating significant public attention and discussion.

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Pramod Nayeeni
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62 views4 pages

IMC SectionB Group10 (Autosaved)

The document discusses marketing campaigns for Mountain Dew over the years from 1992-2000. It notes that distribution was initially limited to rural regions in 1992 and performed well in taste tests. From 1994-95, the campaigns used similar "pool-outs" creative spots that faded consumer interest. The 1997 spots used celebrity endorsements and different creatives. By 1998, the advertising became predictable and relied too heavily on extreme sports. The 2000 scenario highlighted how the Super Bowl provides easy exposure to a huge audience, motivating distributors and generating significant public attention and discussion.

Uploaded by

Pramod Nayeeni
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Mountain Dew: Selecting New

Creative

Group 10
Kusumanth Boddu M027-18
Nayeeni Pramod M089-18
Prajwal Roy M088-18
Remani Vallabh E V K M170-18
Shipra Kumari M112-18
The Do the Dew Campaign

1992 1994-95 1997 1998

•Distribution was mostly •Three carbon copy •Two breakthrough •Predictable advertising
limited to rural region “pool-outs of done creative spots •Excessive usage of alt
•Performed well at taste that. •Celebrity endorsement sports
tests •Fading consumer •Increasing competition
•Do Diet Dew interest in the creative •Distinctive Feature
•Dew Dudes •Different creatives
2000 scenario WHAT MAKES SUPER BOWL EXTREMELY IMPORTANT CONTEST

Highly influential event for


advertisers since decades
Super Bowl

Stand out among the Amazing amount of attention


huge competition and biggest audience

Easy and effective way to Huge ripple effect in


motivate distributers and public relations
retailers
Thank You!

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