Mountain Dew
The Mountain Dew case centers on the decision that the BBDO team and Pepsi executives made in regards to the Super Bowl advertisements to be aired in 2000. The creative team came up with 10 possible scenarios. Since their meeting took place in October (4 months prior to the Super Bowl) they had little time to produce the ads. The 10 concepts were quickly whittled down to 5 and the executives wanted to whittle them down to 3 in which to produce. From those 3, the best 2 would be selected to air at the Super Bowl, but all 3 would be run throughout the year. The 5 advertisements that they whittled down to were Labor of Love, Cheetah, Dew or Die, Mock Opera and Showstopper.
My recommended course of action for PepsiCo. is to choose Cheetah, Dew or Die and Mock Opera. My biggest reasons for choosing these 3 particular ads are that they satisfy the requirements for the Brand Communications Strategy the best. These 3 ads seem to appeal to Mountain Dew’s targeted demographic the best (young males) while also symbolizing the exhilarating experience the best out of the 5 ads. This summary will give detail about why I chose each of the 3 ads. I will then conclude the paper by choosing which of the 2 of the 3 I feel are best suited to be aired at the Super Bowl.
Cheetah
When an average person thinks of a Cheetah they think of quickness, agility and elusiveness. All of these traits can be associated with an exhilarating experience. The fa...
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Irreverence is shown at the end of the advertisement when the Dew Dudes crack the cans open and unabashedly chug the cans of Mountain Dew.
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
Super Bowl Choices
Although I liked all 3 of these commercials, the ones that I would choose are the Cheetah and Mock Opera commercials. They are the most creative, have the best graphics and will give Mountain Dew the best chance to get the post Super Bowl advertising media exposure. The exposure that Mountain Dew will get following the Super Bowl may be greater than what the ads can accomplish themselves.
As the sports fanatics are watching the Super bowl game, millions of dollars are used in the commercials. Some of the super bowl commercials include big companies like Bud Light, M&Ms, and Doritos. These advertisers spend tons of money so that consumers will be able to buy their products during the game or after the game. One of the commercial stands out to the sports fanatics during the 2016 Super Bowl is the Hyundai Genesis with Kevin Hart. The authors persuades the audience by using the appeals and structures of the argument found in this commercial.
The commercial that I chose as my favorite commercial from the night was the Colgate Save Water commercial. The creators of the advertisement used all three of the modes of persuasion: logos, ethos, and pathos to appeal to the target audience. Knowing that over 100 million people would be tuning in to view the Super Bowl game as well as the commercials, the creators knew what appealing approach to take regarding the audience.
The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
By using pathos to give the audience a sense of harmony with their community and evoking feelings of togetherness, Coke brought together a larger audience than they probably imagined. Although ethos was not as strong, the end credits for the commercial did boost the credibility for Coca-Cola with them admitting to what they did in the production, why and their continuous use today of the idea of sharing a coke. This particular commercial remains a major success for the company itself and in all honesty, boosted the ethos of the company in providing the audience with something they can relate to on an everyday
This commercial has an upbeat feel to it while simultaneously advertising its product effectively. The commercial tries to cover a wide range of audiences. It tries on emotional levels to connect with multiple individual and does a very good job in portraying examples in their situation. This commercial definitely advertises its product effectively. It was timed well, and it used quality examples of rhetorical analysis throughout the entire
"Official Coca-Cola "Big Game" Commercial 2014 - America Is Beautiful." YouTube. YouTube, 02 Feb. 2014. Web. 08 Apr. 2014.
Control of market share is the key issue in this case study. The situation is both Coke and Pepsi are trying to gain market share in this beverage market, which is valued at over $30 billion a year. Just how is this done in such a competitive market is the underlying issue. The facts are that each company is coming up with new products and ideas in order to increase their market share.
The word “good” leads the viewer’s eyes from the light green milkshake to the small text underneath. The words “cool & minty” evoke a refreshing feeling; thus it implies that the shake is refreshing. The title of the drink, “Shamrock Shake” contains alliteration and slant rhyme. The slant rhyme and alliteration make the drink’s name more catchy, thus people are more likely to purchase it if the name is memorable. Furthermore, the cool colors of green and white in the advertisement connect to the words “cool & minty” that were used to describe the drink.
Mountain Dew is a popular soft drink that is consumed by millions worldwide, as of March 20th, 2013 the soft drink syndicate created a three part advertisement in collaborations with famous rap icon “Tyler the Creator”. The commercial is a three part online series about a crazed goat obsessed with Mountain Dew, who falls into insanity from his fixation with the soft drink, which results in the goat assaulting a waitress leading to a warrant in the goats arrest. Despite the initial episode that shows a crazed male goat attacking a female waitress it was the last installment of the online series advertisement that gained the most notable attention by viewers and critics. Proclaiming the advertisement as the most racist commercial of all time. The latest campaign for Mountain Dew depicts a battered waitress on crouches being urged to identify a
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
Coca cola most famous ad Hilltop I 'll like to buy the world a coke was trying to bring diversity into their ads.Which the commercial was actually set on top of a hilltop. The ad itself had its own song to it with the actors singing it. It started off with young white girl singing the jingle and then as the camera pans out other people start to sing along(Coca-Cola, 1971). The camera goes across the crowd and the actors itself is the most diverse the company had ever presented itself. Young people of all colors and cultures were brought together holding a coke bottle singing the song” i 'll like to buy the world a coke. In the documentary of the history of coca cola, it states that after the commercial aired on television, a flood of mail came in to their offices thanking the company for the commercial because it was well needed(coke). The reason for the flood, is that the viewers needed to see positivity and having many young people of different cultures come together resulted to the viewer enjoying the commercial so much that they took their own time to just send a thank you note to the company. Also in an article from the University of North Carolina, it states that the “soft drink as a product that not only crosses but erases international boundaries”(Waldemer). Coca Cola had been the staple of not only pop culture but also in American
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International (PCI) executives conceived of a plan to create a new tagline and re-brand all existing Pepsi products, signage, advertising materials and in-store display units. The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness.
The cheetah is known as a very interesting animal for many reasons. One of the prime examples of why so many people believe the cheetah is such an amazing animal is because of the speed it contains. For example, the cheetah can accelerate to speeds of over sixty miles per hour in a matter of three seconds, which is in fact, faster than some cars.(Cheetah facts, about cheetahs 1). Believe it or not, sixty miles per hour isn’t the fastest a cheetah can run! The fastest recorded time for a cheetah’s running speed was seventy five miles per hour while using their tails to steer. (Murray 1) (One Kind, Cheetahs 1). For example, cheetahs can turn in midair when they’re at a full sprint, which is pretty amazing. (One Kind, Cheetahs 1). Another reason the cheetah is such an incredible animal to observe is their hunting ability. Cheetahs are often predators in the wild, which means they hunt other