rip mtn dew
Out of context: Reply #8
- Started
- Last post
- 16 Responses
- epic_rim0
Campaign Objective
- Build excitement around The Product.
- Continue establishing Mountain Dew (The Product) as Chad's one-stop refreshment for fashion, excitement and trend.Marketing Strategy
- Under umbrella theme of extreme sport for friends – show breadth of youth and possibly an "extreme" sporting activity to entice viral spread. Leverage any available unlicensed user/youtube content that has not yet gone viral.
- Clearly communicate division to product to eliminate confusion of cool vs uncool.
- Differentiate from the prior month’s “white Mountain Dew spin" which drew negative response from target market, but still present Chad with a fresh perspective of The Product.Creative Direction
- Extreme sport or novelty sport, preferable leveraged from existing popular sport captured on Youtube or MySpace.Photoplanning/Videography Direction
- Product should support 4 week seasonal duration
- Feature most compelling women/men that achieve fashion/excitement + also sit well together with The Product representedTarget Audience
- "Chad", our 12-19 year old want-to-be-punk/extreme sport "junky"*
- Overweight middle-American children* Colloquial term. "Junky" is a euphemism for "always on the hot button", any reference to drug use should not be inferred.