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Mountain Dew

Bryan Schaeffer
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......


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Approximate Word Count: 1153
Approximate Pages: 5 (250 words per double-spaced page)

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