Mountain Dew Case Study Essay Example

better than the others.

Which campaign do you recommend? Why?

I will use the commercial Back in Time (1998), acted by Michael Johnson. This beverage is a non-alcohol drink which provides the health ingredients and energy. The fuel to the car is what this drink to people. In the advertisement, Michael Johnson, the fastest man on earth wants to buy a soda at a store. However, it is just closed, so he runs too fast to get a soda. He reverses not only the time, but also the days, weeks, and months.

After watching this commercial, I feel this drinks could bring us not only the energy, but also the power. We can run as fast as Michael Johnson does. Especially in a sports game, player would prefer this energy drink than others. Except for the Back in Time commercial, I also want to choose the extreme sports commercial for the diet mountain dew. In this commercial, the diet mountain dew drink provides enthusiastic for those extreme sports player. In addition, it will provide the health nutrition to them because of the diet factor. We can maintain our girlish figure by this drink, without caffeine and calories.

3. What factors do you consider in the decision to advertise on the Super Bowl? Should Mountain Dew advertise on the Super Bowl? Firstly, it has to be positive image, energetic, and powerful, because this commercial will be played during the Super Bowl, and is known for the high profile advertisements. We have to spend money and pay attention focusing on an advertisement which has those elements. Secondly, we need to know the expense

of this commercial. Our company is facing the limited media budget, and we do not want to pay more than we can afford. Thirdly, we have to know the benefit that this commercial could bring to us.

After that, we need to compare the benefit with the cost. We need to maximize our profit during the process. In my opinion, we should not advertise on the Super Bowl. First, we are facing the budget problem. The expense during the Super Bowl would be extremely high. Second, our key competitors are raising their ad budgets as competition heats up, sending our sales below target. In order to compete with them, we need to spend more budgets in this commercial. Third, not only the players but also audiences are more interested in energy drinks such as Red Bull. Also Coca-Cola has become America’s drink of choice. We will not advertise on the Super Bowl based on the reasons above.