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Latest Mountain Dew ad in sync with gutsy youth image

05-June-2004
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Latest Mountain Dew ad in sync with gutsy youth image

Mountain Dew needs no cheeky preambles. It is young in its essence of captivating the young mind. It is all about the ad, guys. Mountain Dew’s latest International TVC on air is like staying in the monotonous clutter but screaming to make a mark, there itself.

The four musketeers are unmistakable for their spirit to ‘Do the Dew’. Only this time our Indian dare-devils have been replaced by their international counterparts. The advertisement’s spirit of thrill lies not in the taste but in the entire experience of exhilaration.

They have done it all. Start from bungee down the Big Ben to chasing a wild cheetah – all for a Mountain Dew. They are even ready to dive into a raging whirlpool for their gulp. The latest ad is another attempt to showcase what degree of obsession the drink creates in a young freak.

On the trail of the similar passion, the latest 30-second commercial zooms on a Mountain Dew bottle, placed on a rock and amorously being looked upon by a ram. The action starts when the ram smells a challenge. Why a challenge? The fierce ram meets the Dew dudes and lays claim to their drink. And, what follows is a manic, adrenaline-pumping, almost unbelievable chain of events that leaves one gasping. The ram is ready to wham onto the dude to get the Dew. Unbelievably, the dude is charged up to take the uncalled challenge. They strike head on. The dude goes down in the first attempt but garners enough strength and power to beat the ram this time and he makes it.

The voice-over gels with the essence of bravado. It goes as: ‘Yeh do paanv ka jaanwar hai to shant par iski Mountain Dew ko agar koi khatra ho to yeh paagal ho jaata hai.’ And make sure you do catch the last line. The inimitable Mountain Dew humor is sure to bring a smile.

The new TVC carries forward the high-voltage advertising of Mountain Dew, and consolidates the brand proposition of exhilaration and a daring, high-energy, high-intensity, active lifestyle. The new Dew TVC reinforces the brand construct –‘You haven’t done anything if you haven’t done the Dew…Dew is what the coolest do.’

Brainchild of BBDO, New York, the advertisement is produced by the House of Usher and has been directed by Kinka Usher. Inevitably, Mountain Dew's association with adventure sports helped establish a brand proposition of ‘exhilarating rush’ and a daring, high-intensity lifestyle, and put Dew on an unprecedented growth trajectory.

Mindshare, which handles the media planning and buying duties of PepsiCo, have introduced slight variations this time. An internal source said that generally the strategy was always niche-driven but the only exception was the high skew to the English niche channels like AXN, National Geographic Channel and Discovery.

Pepsi has already clinched two major honours at the third annual All India Promo Power Awards ceremony. The company romped home with a gold award for the best promotion of the ‘World Cup Ke Shikari’ campaign and the best product launch award for the launch of Mountain Dew in India. The three-member jury board compromised George Skaria, Arun Hegde and Sreekant Khandekar.

Pepsi was thirsty for this fizz to venture into the lemon-lime segment with a strong brand presence. While it has always been a quandary over the No 1 and No 2 slots in the carbonated soft drinks market but to say so these pushy and aggressive advertisements have indeed made a difference among the TV viewers. In the advertising sense, Mountain Dew is being positioned as an ‘energy and exhilaration’ drink – a platform common to the brand, internationally.

The brand portfolio of PepsiCo in India comprises of Pepsi, Diet Pepsi, Pepsi Aha, the Mirinda range of flavours, coming in orange and lemon, 7UP, Slice, the Tropicana range of fruit juices, Aquafina and Lehar Evervess Soda. The brand Mountain Dew was launched in 1940s in the US and was bought by Pepsi in 1964. The cola major launched the drink in India in January, 2003.

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