Marketing 741

Mountain Dew Case Analysis

Swetha Vasu (Locker 522)

8:00 AM

Executive Summary
We recommend the Cheetah or the Mock opera ad to Mountain dew team, with a greater
preference for the former. The Cheetah and the Mock opera advertisements score over
the other ads on the basis of six defining factors viz.: Attention, Distinction, Positioning,
Linkage, Amplification and Net Equity.
Developing Criteria for Communications Assessment
An advertisement is a means to reach the public with a strong message; it molds the
consumers perception of the brand. Given the reach of advertisements, it becomes
important to evaluate them on the basis of key factors such as Attention, Distinction,
Positioning, Linkage, Amplification and Net Equity (ADPLAN)- a framework developed
by the Kellogg School of Management. We shall use this framework to evaluate the
Mountain dew ads in the forthcoming section along with the ratings in Exhibit 1, and the
evaluation basis in Exhibit 2.
Advertising Assessment

Labor of Love
o Attention: A baby shooting out like a canon from the mother will definitely
grab attention. Viewers will want to know whats happening, while emotions
associated with this visualization may vary
o Distinction: It isnt something that we see in a lot of commercials and is likely
to stand out as distinct
o Positioning: With the median target age group of 18 years, this ad falls short
in its attempt to make an impact. It doesnt hit the cool chord in the intended
way. This ad also does not bring out the differentiating factor of adventure
and risk to the intended audience (in the right way).
o Linkage: Since this video is based on a wacky idea, it may be impinged in the
minds of people as the dew ad. The flying baby could become synonymous
with the dew
o Amplification: Consumers perception may vary. To some, the idea of a new
born baby shooting out of the mothers womb could be seen as gross. It is a
risky chance taken to attract consumers
o Net Equity: Code green is not a sustainable promotion. It doesnt feel like
something people might want to be associated with, for a long time- nor does
the flying baby denote the brand aspect of an exhilarating, great tasting,
adventurous drink in an impactful manner
Cheetah
o Attention: With the cheetah chase, this ad definitely grabs the viewers
attention
o Distinction: This is distinct and is not employed by any existing competitors
o Positioning: It hits the right chord with the 18 year olds who see themselves
as the risk taking, adventurous types. Cheetah -a powerful animal - portrayed
as enjoying the dew is an added appeal. It symbolizes the benefits-energizing,
exhilarating experience and great taste of drinking Dew while also
highlighting the personality of the brand. It will go well with the current user
segment too (20-39 year olds)

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Mountain Dew Case Analysis

Swetha Vasu (Locker 522)

8:00 AM

Linkage: The audience is likely to remember the chase and the empty can
of Dew. The adrenaline rush of the chase will be linked to the Dew
Amplification: The cognitive responses of the consumers are likely to be
associated with adventure risk, daring feat, exhilaration etc. The
possibility of a negative connotation is low
Net Equity: Since this ad is on the lines of adventure, the concept can be
taken further through creativity on these lines for a long time. It also gels well
with Mountain dews targeted brand perception

Dew or Die
o Attention: With a spate of sci-fi movies with villains threatening to blow up
the earth etc., this ad may not grab the attention necessarily, unless
combined with relevant audio. Even if it did, the first time, attention is likely to
wane the 2nd, 3rd, 4th times
o Distinction: On similar lines of the attention factor, this ad isnt distinct.
While from the specific industry perspective, it might be distinct from that of
the competitors, it fails to differentiate itself in absolute terms of creativity in
idea
o Positioning: It goes well with the teenager image- villain, action, women etc.
o Linkage: With so many sequences- villain threatening to destroy the world,
daredevil maneuvers, girls in a lodge etc. the image of the drink doesnt touch
upon any aspect with an impact
o Amplification: Women are depicted as the fun girls who like macho men
(when read between lines). Given the rising demand for equal rights, this ad
may not go well with all segments- and it has to be noted that women,
although not the targeted segment are important influencers!
o Net Equity: Dew or Die sounds powerful, and is in tune with the positioning
strategy. This could have a long lasting brand effect
Mock Opera
o Attention: With the popular bohemian rhapsody as the base, this ad is likely
to grab attention if done creatively
o Distinction: This ads distinction lies in its lyrics. A parody always remains
etched in the minds of people if done well. It also emphasizes on the
irreverence aspect of the brand image
o Positioning: The parody in this ad is appealing to the younger audience that
might not view the Bohemian rhapsody as the in thing. For those who love
the song, this one might be a humorous take. With the action sequence of
athletes shooting past, the brand image of adventure is kept in-tact
o Linkage: Mountain dew and popular song parody might appeal to people in a
cognitive sense; it might aid brand association better
o Amplification: This parody might disappoint Queen music lovers, on a flipside (some of them)
o Net Equity: In terms of the targeted brand image, the parody might work
well. It has the potential to become a trend.
Show-stopper
o Attention: This ad might grab the attention the first time. The attention
might wane rapidly going forward- given the music selection and the theme
o Distinction: Not many ads feature the Buzby Berkeley musical and BMX
riders. It is unique.
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Mountain Dew Case Analysis

Swetha Vasu (Locker 522)

8:00 AM

Positioning: The ad doesnt seem targeted at any specific audience. It is

neither thrilling for the teenagers nor is it appealing distinctly for the older
consumers
Linkage: The music and dance might remind the audience of the dew, but, it
may not do so in the intended way. This doesnt highlight the adventure/
exhilarating part of the brand image
Amplification: The likeability of the brand remains a question. This ad
doesnt invoke special feelings for the brand
Net Equity: Given the weakness in most of the above factors, the
sustainability of this brand image is low

Recommendation:
We recommend the Cheetah or the Mock opera ad given the better appeal in terms of
the 6 factors: Attention, Distinction, Positioning, Linkage, Amplification and Net
Equity. However, the perception of the advertisement can vary with different groups, and
must be noted that the analysis is based purely on the authors perception.

Marketing 741

Mountain Dew Case Analysis

Swetha Vasu (Locker 522)

8:00 AM

APPENDIX
Exhibit 1: Ratings of advertisements
Advertisement
Attention
Distinction
Positioning
Linkage
Amplification
Net Equity
Total Score
Labor of Love
5

17

Cheetah
5

27

Dew or2 Die

17

Mock Opera
4

21

Showstopper
2

14

Ratings standards:
1- Poor 5- Excellent
Exhibit 2: Evaluation questions (sample)
Factor
Reasoning
Attention
Is the ad cleverly executed? Does it capture and retain attention?
Distinction
Is the ad distinct from its competitors?
Can the consumers get a clear brand recognition?
Positioning
Does the ad hit the target audience appropriately?
Does it capture the frame of reference correctly?
Linkage
Will the consumer be able to retain the brand image, or is it lost in the
chaos of the ad?
Is the message conveyed well enough for retention in consumers
mind?
Amplification Is the ad perceived well? Does it invoke negative thoughts?
Net equity
Does this ad help build the brand equity?
Will the ad help achieve that customer perception and sustain it over
time?