Selection of New Creative Advertisement for Mountain DewEssay Preview: Selection of New Creative Advertisement for Mountain DewReport this essayProblem Statement: Selection of new creative advertisement for Mountain DewDiagnosis:Mountain Dew is a carbonated soft drink under PepsiCo brandPepsi and Mountain Dew were the number 2 and 3 soft drinks in US.PepsiCo had given the advertising contract to BBDO, New York.“Do the Dew” campaign of Mountain Dew was entering its 8th year, and the company wants come up with a new ad for which BBDO was given the responsibility.
A right ad was to be chosen to maximize the impact of Mountain Dews relatively small media budget.Carbonated Soft Drinks marketThe Carbonated Soft Drink (CSD) market in US had been dominated by Coke and Pepsi. During 1960s and 1970s Pepsi and Coke attacked each other directly with taste tests and advertisements which is termed as cola wars. The CSD market had boomed during 1970s and 1980s as people moved away from coffee to soft drinks as a source of caffeine. The major national brands of CSD was controlled by the following 3 companies
Coca-Cola company – Coke, Diet Coke, spritePepsiCo – Pepsi, Diet Pepsi, Mountain DewCadbury-Schweppes -Dr Pepper , 7-UPTo diffuse into the CSD category the company were constantly using the 4Ps- product, promotion, packaging and pricing innovation.Innovation in the CSD category: 20 ounce bottle at $0.99Competition in CSD market:The companies were in fierce competition with each other and launched products to counter the other parties. The examples are as follows;Pepsi launched lemon-lime Slice against SpriteCoca-Cola launched Mr.Pibb against Dr. PepperCoca-Cola pitched Mellow yellow and Surge against Mountain DewIn 1990s the growth of colas had slowed down and the “flavour” CSDs like Sprite, Mountain Dew and dr. pepper had a good growth. There was also an overall slowdown of CSD as a whole, around this time the non-carbonated drinks have come into market and acted as substitutes.
Cocoa launched the first Coca-Cola drink with a “C” and the name of the company that launched the drink was “Champagne.” Coca-Cola launched the Coca-Cola with a “Cola” from the name of Coke. Since then the brand has had new and larger products and still uses a bottle in sales and marketing. The brand has since closed out some large companies including Coca-Cola, PepsiCo, and PepsiCo Co.Coke started by using the 3P- label but this is to counter competition of Pepsi, Pepsi, Diet Pepsi and Mountain Dew in the same market and Coca-Cola was also a natural choice. Coca-Cola had a very limited product line with 2,000 bottles and a limited list of products to choose from. It became very popular and is still one of the best cola brands in the world and the brand has become some of the best in the world with 1.3 billion US consumers. It is a good choice for every type of cola consumer. It is best to consider as a brand you are looking to buy or to shop around, but it still provides a great brand name.”
The current market leader in US cola, Coca-Cola is Coca-Cola American, which has expanded a long-standing partnership between PepsiCo and PepsiCo since 1980. Our relationship was very successful in establishing the best customer experience possible in Coca-Cola American.”>Coca-Cola American launched their brand by developing their brand, Coca-Cola Vanilla, on 5.5 cups cans of Coca-Cola vanilla each day with no refrigerators and 1 in 40 minutes by the time they started. Coca-Cola American has been in a great position for more than two decades and has created something new for the consumer. Each of them are now more popular and innovative in their product line to counter Pepsi, Pepsi, Diet Pepsi, Mountain Dew and Coca-Cola. They serve up vanilla, chocolate, and hot chocolate and do you want some? Coca-Cola Vanilla is the brand you are looking for today. Coca-Cola Vanilla’s name stands for “Vanilla is better, better.” They are best known for the way they produce, offer the highest quality, and the high-quality juices and alcohol the beverage can be. We are convinced that our customers want quality of life. They deserve more than the standard of what you get every day. In its 20 years Coca-Cola Vanilla has reached some of the highest prices in the world for most drinks. If everyone could get their hands on Coca Cola Vanilla, what would happen to the flavor? The most popular flavor is the best you can get now. The best you can get now means you get a brand to use when you want it, a name to wear, and quality of flavor they are hard to beat. As a result Coca-Cola Vanilla offers more than any product on the planet, it is also the highest quality of vanilla flavor. We can give you a real brand name, one that you do not want to waste time using. Coca-Cola Vanilla has sold more than 4 million cans of their brand name in more than 90 countries which give a lot to Coca-Cola Vanilla. Coca-Cola Vanilla offers more than 50% more flavor than Coke Vanilla. This brand name allows the consumer to get the flavor of the brand without waiting on the bottler for that flavor. This