Mountain Dew Selecting New Creative Case SolutionPosted by John Smith on March 15th, 2018 Case SolutionPepsiCo started the Do the Dew campaign to be able to target their preferred market i.e. teens. Following were the advertisements which were utilized by the organization as part of their new campaign that was began after jettisoning the Country Cool campaign. All the aforesaid advertisements were effective because they satisfied the AIDA (attention, interest, desire, action) criteria. The up surging sales and share of the market show the employed advertisements were effective in inducing action (last A of AIDA). Action can't be inducing with an ad unless of course attention is acquired, curiosity about the ad is developed, and need is turned on. Excel CalculationsQuestions Covered1- Carefully analyze the existing and proposed Mountain Dew ads. 2- How well does each ad leverage: a. The brand’s historic equity b. The consumers’ cultural understandings of the brand c. The communications goals for this campaign? 3- Which ads would you invest in? Why? Like it? Share it! More by this author |