rip mtn dew

Out of context: Reply #8

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  • 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 represented

    Target 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.

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