Mountain Dew is one of the Carbonate Drinks manufacturing brands that compete with some of the known brands of beverage industry such as PepsiCo and Cola. The Hartman Beverage introduced the company in the market in 1940s. The drink is offered in a green bottle that provides a refreshing look and contains more amounts of sugar and caffeine compared to any other soft drinks. Mountain Dew has carried out various advertisement campaigns since the time it has been in business. This has helped the company to grow and take up the global market easily. The paper evaluates the five-advertisement initiative taken by Mountain Dew over the years. The evaluation is done based on six different criteria that fulfill the need of the company and the managers.
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Criteria
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Evaluation of Advertisement
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Makes a compelling case for the brand’s benefits
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The advertisement Cheetah shows the zeal in a man to get back his mountain dew is compatible with the porting goal of the company and the love for mountain dew among people. Thus, it will help in offering a benefit to the brand to display its brand image (Moriarty et al. 2014).
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Sufficiently expresses the symbolism of the brand
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The advertisement does portray the symbolism of the brand as a refreshing drink that increases the madness among the drinker to get the drink for him against any odds.
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Will the target audience make sense of cultural references in the ad
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Yes, the target audience will make a sense to the content of the advertisement. This is because the target audiences are the young age people and they have that love for adventure shown in the advertisement (Solomon 2014).
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Is the story engaging
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The content of the advertisement is engaging because of the level of adventure it is showing between the cheetah and man. This will engage young audience easily.
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Is the product integrated
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The advertisement failed to integrate and portray the drink as much as the adventure and the daring nature of the man for the drink.
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Is it effective extension of Mountain Dew creative campaign
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Yes, the advertisement is an effective extension of the creative campaign because most of the advertisement and campaign that has been carried out by mountain dew.
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Criteria
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Evaluation of Advertisement
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Makes a compelling case for the brand’s benefits
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The advertisement Mock Opera does not meet the image of the brand and thus, failed to offer any kind benefits to the brand as it does not portray he actual motive of the brand as a refreshing drink and did not integrate the drink effectively (Moriarty et al. 2014).
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Sufficiently expresses the symbolism of the brand
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The brand does not symbolize the actual image of the brand as a refreshing drink because the advertisement does not portray the drink much.
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Will the target audience make sense of cultural references in the ad
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The advertisement does target the potential audience by its story, which displayed a mocking singing opera. This is because the young audiences have a love for singing and sports (Solomon 2014).
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Is the story engaging
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The story presented in the advertisement is engaging as it is the most demanding thing in modern world of singing.
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Is the product integrated
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The product is not well integrated in the advertisement as it focused in the story more than displaying the drink and its benefits.
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Is it effective extension of Mountain Dew creative campaign
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The Mock Opera fairly offers an extension of the mountain dew creative campaign as it conveys some portion of sporting nature that the brand used in other campaigns.
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Criteria
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Evaluation of Advertisement
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Makes a compelling case for the brand’s benefits
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The advertisement displaying the Dew or Die motive does not fulfills the needs of the brand that shows the sporting spirit among the people consuming the drink. It is not compatible with the image that the brand has created for itself (Parente and Strausbaugh-Hutchinson 2014).
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Sufficiently expresses the symbolism of the brand
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The advertisement does not symbolize the true image of the brand that it has created for itself from the previous advertisements that is a refreshing drink.
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Will the target audience make sense of cultural references in the ad
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The cultural reference shown in the advertisement about a evil villain and the maneuvers getting stuck in the a room with girls will attract the audience and help them make sense with the story. This is because the young audience that the company is targeting loves such type of evil stories (Howell 2015).
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Is the story engaging
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Yes, the story is engaging with the targeted audience because they are the keen lover of evil and some romance mix stories. Such advertisements can easily attract the interest of the views due to its mysterious nature.
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Is the product integrated
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The advertisement has failed to integrate the product in the story that it portrayed.
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Is it effective extension of Mountain Dew creative campaign
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The advertisement has been somewhat effective with the existing creative campaign of mountain dew because it portrayed similar motives of sporting nature.
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Criteria
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Evaluation of Advertisement
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Makes a compelling case for the brand’s benefits
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Showstopper advertisement launched by Mountain Dew displayed the actual motive of the company; however, it failed to relate and integrate the drink in the advertisement (Parente and Strausbaugh-Hutchinson 2014).
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Sufficiently expresses the symbolism of the brand
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The showstopper advertisement does express the actual symbol of the company with the music and dancing. This is because the identity of the brand is of a refreshing drink which is compatible with the refreshing attitude of the dancers.
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Will the target audience make sense of cultural references in the ad
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The target customers are young audiences that love to watch dancing and singing. Thus it will be easy for the company to target the audience with this advertisement (Howell 2015).
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Is the story engaging
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The story is engaging as it is about refreshing and enjoying life which the young audience enjoy t watch and connect to it.
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Is the product integrated
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The advertisement failed to integrate the product effectively in their story that they displayed. This is because the advertisement showed much about the dancing and singing rather than the drink.
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Is it effective extension of Mountain Dew creative campaign
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The advertisement Showstopper is not and effective advertisement of the creative campaign as the creative campaign will be more focused on sports and adventure, which it has always followed.
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Criteria
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Evaluation of Advertisement
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Makes a compelling case for the brand’s benefits
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The new creative advertisement about Labor of Love shows the delivery of a baby with a love for mountain dew. The case that has been represented in the advertisement might not be compatible with the motive and target market of the drink that is the young audience, which do not have any concern with parenting (Parente and Strausbaugh-Hutchinson 2014).
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Sufficiently expresses the symbolism of the brand
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The identity of the brand is a refreshing drink for kids. This shows that the advertisement does not express the symbol of the brand sufficiently as the newborn has nothing to do with refreshment.
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Will the target audience make sense of cultural references in the ad
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The target audiences of the drink are the young audience and thus, the cultural references shown in the advertisement about a baby shooting out of its mother womb does not make any sense with the audience (Howell 2015)
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Is the story engaging
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The story shown is not that engaging as it is not that realistic and does not portray the actual motive of the brand
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Is the product integrated
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Yes the product has been integrated well in the advertisement by showing the birth of a dew drinker
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Is it effective extension of Mountain Dew creative campaign
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The advertisement is not an effective extension of the new creative campaign of mountain dew because the actual campaign aimed at sporting nature of mountain dew.
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From all the above advertisement that has been analyzed the advertisements can be raked from one to five according to its effectiveness on the brand’s image and the power it holds to attract customers. Cheetah advertisement that the creative campaign has introduced can be ranked first. Second is the mock opera campaign, as songs are loved by young generation. Third comes the dew or Die campaign and fourth is the Showstopper advertisement. Lastly, labor of love has been ranked as fifth as it is advertisement will east connect with the young audience. Thus, the advertisements have been ranked according to their ability to attract customers for the drink and increase brand awareness. Moreover, the company has already produced the first three advertisements that is Cheetah, Mock Opera and Dew or Die.
Conclusion:
From the above analysis, it can be concluded that Mountain Dew has carried out a lot of advertisement to increase its brand image and recognition. The new creative campaigns are designed by the brand to increase its customer share and compete successfully in the soft drink market. The brand has portrayed its identity as a refreshing drink with the soothing color of the drink and bottle and low carbonate content. Thus, for the purpose five campaigns has been proposed with various stories aiming at the requirement of the brand. However, the campaigns have been judged on three criteria and have been ranked from one to five according to its ability to attract customers.
References:
Howell, R., 2015. Market segmentation: the importance of age cohorts. The Neumann Business Review. Accessed June, 11.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.
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