Marketing Strategy and Plan: Analyzing Mountain Dew's Ads Campaigns

This report provides an analysis of five proposed advertisement campaigns for Mountain Dew: 'Labor of Love,' 'Cheetah,' 'Dew or Die,' 'Mock Opera,' and 'Showstoppers.' The analysis evaluates each campaign based on criteria such as their ability to make a compelling case for the brand's benefits, express the symbolism of the brand, engage the target audience, and integrate the product effectively. The report ranks the campaigns in terms of effectiveness, concluding that the 'Cheetah' campaign is the most effective, while 'Labor of Love' is the least effective. The analysis considers the campaigns' impact on brand image and customer attraction, offering insights into Mountain Dew's marketing strategy and its efforts to compete in the soft drink market.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Students
Name of the University
Author note

1
MARKETING STRATEGY AND PLAN
Executive Summary
The aim of the paper is to analyze the effectiveness of the five proposed advertisements of the
new creative campaign. The five advertisement campaigns that have been proposed are Labor
of Love, Cheetah, Dew or Die, Mock Opera and Showstoppers. The analysis showed that
among these advertisements campaign the most effective is the Cheetah campaign and the
least effective is Labor of Love campaign.

2
MARKETING STRATEGY AND PLAN
Table of Contents
Introduction................................................................................................................................3
Evaluation of Advertisements....................................................................................................3
Cheetah...................................................................................................................................3
Mock Opera............................................................................................................................4
Dew or Die.............................................................................................................................5
Showstopper...........................................................................................................................6
Labor of Love.........................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

3
MARKETING STRATEGY AND PLAN
Introduction
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.
Evaluation of Advertisements
Cheetah
Criteria Evaluation of Advertisement
Makes a compelling case for the brand’s
benefits
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).
Sufficiently expresses the symbolism of the
brand
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.
Will the target audience make sense of Yes, the target audience will make a sense to the

4
MARKETING STRATEGY AND PLAN
cultural references in the ad 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).
Is the story engaging 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.
Is the product integrated The advertisement failed to integrate and portray
the drink as much as the adventure and the daring
nature of the man for the drink.
Is it effective extension of Mountain Dew
creative campaign
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.
Mock Opera
Criteria Evaluation of Advertisement
Makes a compelling case for the brand’s
benefits
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).
Sufficiently expresses the symbolism of the
brand
The brand does not symbolize the actual image of
the brand as a refreshing drink because the

5
MARKETING STRATEGY AND PLAN
advertisement does not portray the drink much.
Will the target audience make sense of
cultural references in the ad
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).
Is the story engaging The story presented in the advertisement is
engaging as it is the most demanding thing in
modern world of singing.
Is the product integrated The product is not well integrated in the
advertisement as it focused in the story more than
displaying the drink and its benefits.
Is it effective extension of Mountain Dew
creative campaign
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.
Dew or Die
Criteria Evaluation of Advertisement
Makes a compelling case for the brand’s
benefits
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).
Sufficiently expresses the symbolism of the
brand
The advertisement does not symbolize the true
image of the brand that it has created for itself

6
MARKETING STRATEGY AND PLAN
from the previous advertisements that is a
refreshing drink.
Will the target audience make sense of
cultural references in the ad
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).
Is the story engaging 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.
Is the product integrated The advertisement has failed to integrate the
product in the story that it portrayed.
Is it effective extension of Mountain Dew
creative campaign
The advertisement has been somewhat effective
with the existing creative campaign of mountain
dew because it portrayed similar motives of
sporting nature.
Showstopper
Criteria Evaluation of Advertisement
Makes a compelling case for the brand’s
benefits
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

7
MARKETING STRATEGY AND PLAN
and Strausbaugh-Hutchinson 2014).
Sufficiently expresses the symbolism of the
brand
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.
Will the target audience make sense of
cultural references in the ad
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).
Is the story engaging The story is engaging as it is about refreshing and
enjoying life which the young audience enjoy t
watch and connect to it.
Is the product integrated 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.
Is it effective extension of Mountain Dew
creative campaign
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.
Labor of Love
Criteria Evaluation of Advertisement
Makes a compelling case for the brand’s
benefits
The new creative advertisement about Labor of
Love shows the delivery of a baby with a love for

8
MARKETING STRATEGY AND PLAN
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).
Sufficiently expresses the symbolism of the
brand
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.
Will the target audience make sense of
cultural references in the ad
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)
Is the story engaging The story shown is not that engaging as it is not
that realistic and does not portray the actual
motive of the brand
Is the product integrated Yes the product has been integrated well in the
advertisement by showing the birth of a dew
drinker
Is it effective extension of Mountain Dew
creative campaign
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.