Selecting New Creative

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Selecting New Creative Michelle Griffin Eyal
Golan
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History

• The Category
• Carbonated Soft Drinks
• PepsiCo
• Americas Drink
• Mountain Dew
• Invented in 1940s
• Acquired in 1964

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The Campaign

• Country Cool
• Suburban Teens
• Do the Dew
• Diet Mt Dew
• Done That
• Extreme Sports

4
Brand Communication

• For Mountain Dew the brand communication had to
  both present a powerful message to the youth
  audience and appeal to the current franchise who
  were often much older.

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Creative Decision Filters
Attributes of the Creative .
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Creative Decision Filters
Benefits

• Product Attributes

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Creative Decision Filters
Symbolism

• Symbols
• Identities

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Creative Decision Filters
Resonance

• Quality
• Response

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Creative Decision Filters
Story
Is the creative simple? Understandable? Humorous?
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Creative Decision Filters
Product Integration
Is the product well integrated in the story?
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Decision Filters (cont.)

• Campaign

Does the creative integrate well in the campaign?
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Moffits Decision
Labor of Love - humorous ad, it is related to
baseball, not to football. Dew or Die this
ad may convey message of militancy
Showstopper musical is from the 30s
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Moffits Decision
Cheetah it does piggyback on the features of
extreme sports it has a potential to be a large
production. Mock Opera - this ad is a parody on
Queens song can relate to many of the potential
viewers Also, this ad does not feature extreme
sports.