Mountain Dew
Mountain Dew
Brandy M. Stahmer
BUS620 Managerial Marketing (NAC1321B)
Instructor Richard Leventhal
17 June 2013
If you go to a dirt bike competition you see riders wearing gear by Mountain Dew. If you go watch skate boarders they also have Mountain Dew gear and are enjoying the caffeinated beverage. This is something that even if it’s a Coca Cola sponsored event you still see Mountain Dew because this is something the younger generation drinks and likes to have as their main beverage. Does their campaign match their intended consumers, yes. Does the company make themselves different from the competition, yes. They do this by many different ways.
The advertising campaign that Mountain Dew drives towards is geared more towards the younger dare devil consumers. Is this the only consumers they move towards, no? The article stated Mountain Dew is not geared for the blacks or Latinos. This is not the case. They seem to be focused on the younger generation not towards the races. “As sophisticated consumers influenced by advertising, especially Mountain Dew Soda and Nike 's "Just do it" campaign, we suggest that those referred to as Generation X fit into a larger phenomenon we call the Dew (Do) Generation” (Renshaw 2005) This statement is exactly who the target consumers are. Mountain Dew did try to have the rap artist Lil Wayne be a spokesperson for it, however in late 2012 and early 2013 they dropped the rapper because they feel one of his lyrics in his rap was not something Pepsi wants to affiliate with. This actual hurt the company because some of the heavy rap supporters feel freedom of speech is something they should as a major company honor.
“This one-dimension is hyperreal because instead of moral worth tied to producing and accumulating commodities to create our identity; our moral worth is now linked to manipulating commodities to create an appropriated image which then becomes our identity. Who we are depends on our ability to skillfully
Brandy M. Stahmer
BUS620 Managerial Marketing (NAC1321B)
Instructor Richard Leventhal
17 June 2013
If you go to a dirt bike competition you see riders wearing gear by Mountain Dew. If you go watch skate boarders they also have Mountain Dew gear and are enjoying the caffeinated beverage. This is something that even if it’s a Coca Cola sponsored event you still see Mountain Dew because this is something the younger generation drinks and likes to have as their main beverage. Does their campaign match their intended consumers, yes. Does the company make themselves different from the competition, yes. They do this by many different ways.
The advertising campaign that Mountain Dew drives towards is geared more towards the younger dare devil consumers. Is this the only consumers they move towards, no? The article stated Mountain Dew is not geared for the blacks or Latinos. This is not the case. They seem to be focused on the younger generation not towards the races. “As sophisticated consumers influenced by advertising, especially Mountain Dew Soda and Nike 's "Just do it" campaign, we suggest that those referred to as Generation X fit into a larger phenomenon we call the Dew (Do) Generation” (Renshaw 2005) This statement is exactly who the target consumers are. Mountain Dew did try to have the rap artist Lil Wayne be a spokesperson for it, however in late 2012 and early 2013 they dropped the rapper because they feel one of his lyrics in his rap was not something Pepsi wants to affiliate with. This actual hurt the company because some of the heavy rap supporters feel freedom of speech is something they should as a major company honor.
“This one-dimension is hyperreal because instead of moral worth tied to producing and accumulating commodities to create our identity; our moral worth is now linked to manipulating commodities to create an appropriated image which then becomes our identity. Who we are depends on our ability to skillfully
References: Renshaw, S. W., & Woodward, J. R. (2005). THE DEW (DO) GENERATION: EXPLORATIONS IN IDENTITY AND SOCIAL ACTIVISM. International Journal of Humanities and Peace, 21(1), 44-46. Retrieved from http://search.proquest.com/docview/207682690?accountid=32521 Mountain dew and friends to kick off 'this is how we dew '. (2012). Entertainment Close - Up, Retrieved from http://search.proquest.com/docview/1006600047?accountid=32521