Mountain Dew Analysis Essay Example

this Cheetah down in a bike appeals to the young demographic that Pepsi executives are targeting. Since it fulfills two of the qualifications I outlined in the introduction, I feel that this advertisement is more than well suited to fulfill the objectives of Pepsi’s Mountain Dew campaign.The Super Bowl is the premier event for television advertisers and as such, the advertisements have to hit the consumer hard with good content, graphics and a resounding message. This advertisement does all of those things.

It starts by taking the viewer on a chase of one of the fastest animals on the planet. The African savannah provides a good backdrop that is unfamiliar yet exhilarating and exciting to most Super Bowl viewers. The graphics are intense as the biker reaches into the stomach of the cheetah and pulls out the stolen can of Mountain Dew.The joke is on the biker though as the cheetah has punctured the can and already drank the contents.

The ad goes to great lengths to show how Mountain Dew can make the consumer get ‘amped’ up. The downside to this ad is that the main character is a BMX bike rider. As mentioned in the case, the extreme sports take has been a bit overexposed. Highlighting yet another extreme sport type ad may leave a sour taste with some Super Bowl advertisement viewers. However, considering this downside, I still think that the advertisement will be very effective in conveying the message that Pepsi wants the consumers to pick up.That message is that Mountain Dew drinkers are exhilarating and exciting people.

Part of what makes the mountain dew drinker like that is the drink

itself. Dew or Die 3 of the personality traits that Mountain Dew wanted to convey with their Y2000 ad campaign were irreverence, daring and fun. This particular ad definitely takes all of those into account. Once again, the viewer is brought into the world of the Dew Dudes. The ad starts off by presenting a situation where an evil villain is threatening to blow up the planet.

The Dew Dudes are faced with the task of foiling his plan.There isn’t too much more exhilarating than being faced with saving all of humanity. The ad takes a different twist though as the Dudes are going down a mountain (assuming via snowboard) and stop at a ski lodge to party with some girls. This particular part of the ad really shows the irreverence, daring and fun personality traits that Mountain Dew is trying to convey. Getting back to the main storyline of the advertisement, the Dew Dudes wind up drinking some Mountain Dew and save the world in the process. It’s ironic that the Dudes are able to have fun and be irreverent yet at the same time save the world.

The viewer is pulled into the world of Mountain Dew and is made to think that you can have amazing experiences while accomplishing something noteworthy. Once again, the downside is that the commercial brings extreme sports into the foray with snowboarding. Putting the brand into the overexposed world of extreme sports might actually harm the brand more than help it. Also, partying and hanging out while the world is being threatened might not be a good thing either. Overall though, I think the continuation of the Dew

Dudes storyline is a good idea for Mountain Dew as it conveys excitement and exhilaration very well.Mountain Dew must be careful though, as it must be extremely creative with these ads to keep the viewers attention on the older advertising storyline of the Dew Dudes.

Mock Opera The thing that really strikes me about this ad is the song selection of ‘Bohemian Rhapsody’ The 1992 movie ‘Wayne’s World’ is still very fresh in the minds of most viewers. The scene where Wayne and Garth are rocking out to this song associates the song to fun partying excitement. As in the last 2 examples, the Dew Dudes are at the center of the storyline here. They begin singing the altered lyrics to Bohemian rhapsody.

During the song, mountain dew cans are shot past various extreme athletes that can’t catch the cans. Finally, the cans get to the singing Dew dudes who snatch them out of the air and chug them. The success of this ad centers on the song selection and the viewer association of the song with excitement and exhilaration. Extreme sports are once again brought into the fold with various scene shots. But, at the end of the commercial, the Dew Dudes once again get the Mountain Dew. Irreverence is shown at the end of the advertisement when the Dew Dudes crack the cans open and unabashedly chug the cans of Mountain Dew.

This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring. Super Bowl Choices Although I liked all 3 of these commercials, the ones that I

would choose are the Cheetah and Mock Opera commercials. They are the most creative, have the best graphics and will give Mountain Dew the best chance to get the post Super Bowl advertising media exposure.

The exposure that Mountain Dew will get following the Super Bowl may be greater than what the ads can accomplish themselves.