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Selecting New Creative Michelle Griffin Eyal Golan

Selecting New Creative Michelle Griffin Eyal Golan. History. The Category Carbonated Soft Drinks PepsiCo America’s Drink Mountain Dew Invented in 1940s Acquired in 1964. The Campaign. Country Cool Suburban Teens Do the Dew Diet Mt Dew Done That Extreme Sports.

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Selecting New Creative Michelle Griffin Eyal Golan

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  1. Selecting New Creative Michelle Griffin Eyal Golan

  2. History • The Category • Carbonated Soft Drinks • PepsiCo • America’s Drink • Mountain Dew • Invented in 1940s • Acquired in 1964

  3. The Campaign • Country Cool • Suburban Teens • Do the Dew • Diet Mt Dew • Done That • Extreme Sports

  4. Brand Communication • For Mountain Dew the brand communication had to both present a powerful message to the youth audience and appeal to the current franchise who were often much older.

  5. Benefits Campaign Ext. Symbolism Story Resonance Product Integration Creative Decision Filters Attributes of the Creative ….

  6. Benefits Creative Decision Filters Benefits • Product Attributes

  7. Symbolism Creative Decision Filters Symbolism • Symbols • Identities

  8. Resonance Creative Decision Filters Resonance • Quality • Response

  9. Story Creative Decision Filters Story Is the creative simple? Understandable? Humorous?

  10. Product Integration Creative Decision Filters Product Integration Is the product well integrated in the story?

  11. Campaign Ext. Decision Filters (cont.) • Campaign Does the creative integrate well in the campaign?

  12. Moffit’s Decision Labor of Love - humorous ad, it is related to baseball, not to football. Dew or Die – this ad may convey message of militancy Showstopper – musical is from the 30s

  13. Moffit’s Decision Cheetah – it does ‘piggyback’ on the features of extreme sports it has a potential to be a large production. Mock Opera - this ad is a parody on Queen’s song can relate to many of the potential viewers Also, this ad does not feature extreme sports.

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