Mountain Dew

Corporate background Mountain Dew has been through many changes since it was introduced in 1942. It started out as a yellow-green drink in a green bottle that had a rush of citrus flavor and more sugar and caffeine than any other soft drink. During the introduction of Mountain Dew it was well known throughout the Eastern seaboard. At this time the objectives was to gain market share. Mountain Dew became popular because of the stock car racing circuit known as NASCAR. During the 1960s Mountain Dew’s objective was too continued with its heritage from where it originated and began having characters such as Willie to promote the brand. By the 1970s the Mountain Dew brand was assigned BBDO, and the objective for the ad agency was to reach into the suburbs and cities of major metropolitan areas. The 1980s Mountain Dew objective was to reach suburban teenagers with a new campaign called “Country Cool.” During the 1990s into the 2000s the corporate objective was to build a campaign around athletic stunts. During these decades of changes Mountain Dew has stood by their strategy creating a strong brand image and “associating Mt. Dew with exhilarating intensity of life’s most exciting, fun adventure.” The organization that Mountain Dew is affiliated with would be the carbonated soft drink category. The problem that the company appears to be facing is how to keep their current campaign “Do the Dew” working to build on their brand image. Also Mountain Dew had to stay competitive with other caffeinated and sugary energy drinks and noncarbonated drinks. There are many key players in this case such as Scott Moffitt (Marketing Director, Mountain Dew) and Gary Rodkin (CEO, Pepsi Cola North America). The overall objective itself involving the key players would be to choose three new ad concepts out of ten. Two of these advertisements would be run during the Super bowl, but all three would be run through out 2000. Considering that Mountain Dew is a well branded soft