Mountain Dew Study Case

In: Business and Management

Submitted By onlywords
Words 732
Pages 3
Mountain Dew target audience:
Demographics: Teen males (18 years old epicenter) and current users (20-39 males) of all ethnicities. Low-to-middle class, some of which still live at home with their parents. Earn low-to-average income with partly-to-full high school education.
Behavior: Play sports, very outdoorsy, watch TV (MTV, ESPN, sports broadcasts), read about show business and sports, shop at affordable retail stores, listen to current music, enjoy going out and drinking alcohol.
Psychographics: want to embrace excitements, adventures and fun, very energized and enthusiastic. Dislike taking on too many responsibilities but care for their families; wish to be young forever,
Advertising Criteria:
• Visual magnetism/dynamics (V): Mountain Dew is attempting to expand its appeal to new users. This means Moffitt should capture attention of consumers who are not familiar with the brand and raise their awareness. In a very saturated market with many different alternatives (energy drinks, sodas, etc), an ad must have visual magnetism to attract the viewer, but on the other hand it cannot be too cluttered, noisy and difficult to understand. It has to be exciting, dynamic, and adventurous (similar to the brand itself).
• Empathy/Appeal to emotions (E): Moffitt states that his communication strategy is to symbolize that drinking Mountain Dew is an exhilarating experience. If you want to convey the viewers that holding that drink in their hand is the gateway to a whole new exciting experience, Moffitt must address it to their emotions and gain their empathy. Similar to perfume ads where it’s impossible to represent their unique scent, Mountain Dew can’t display their taste in a commercial. Creating an emotional appeal to the brand can convey the message that Mountain dew is energizing and unique and address the functional and emotional benefits of it.

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