9-502-040

OCTOBER five, 2001

DOUGLAS B. HOLT

Mountain Dew: Selecting Fresh Creative

Standing at the front of a PepsiCo convention room, Bill Bruce gestured enthusiastically, pointing to the drawings at his side. Generic, a sales letter writer and Exec Creative Movie director, headed in the creative crew on the Huge batch Dew be the cause of PepsiCo's advertising and marketing agency, BBDO New York. In fact , it was Bruce who devised the famous " Do the Dew” campaign that had catapulted Mountain Dew to the quantity three situation in its category. With his partner, art representative Doris Cassar, Bruce acquired developed eight new creative concepts for Mountain Dew's 2000 advertising to present to PepsiCo supervision. Gathered within the room to support Bruce and Cassar were BBDO senior management Jeff Mordos (Chief Functioning Officer), Cathy Israelevitz (Senior Account Director), and Wyatt Sann (Chief Creative Officer). Each of the three executives experienced over a 10 years of knowledge working on Hill Dew. Symbolizing PepsiCo had been Scott Moffitt (Marketing Movie director, Mountain Dew), Dawn Hudson (Chief Promoting Officer, and a former elderly ad company executive), and Gary Rodkin (Chief Professional Officer, Pepsi Cola North America).

Jeff Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the manufacturer managers beneath him had been charged with day-to-day oversight of Huge batch Dew advertising. These obligations included company strategy, customer and revenue promotions, presentation, line extensions, product changes, and sponsors. But for Moffitt and the elderly managers above him, the main decisions of the year were made in convention rooms with BBDO creatives. Each of the advertisements would price over a , 000, 000 dollars to make. But the development costs had been minor when compared to $55 million media finances that would be dedicated to air these kinds of spots. Traditionally, PepsiCo supervision had learned that selecting the right imaginative was one of the most critical decisions they produced in terms of impact on profits.

Mountain Dew had transported PepsiCo's softdrink revenues through the 1990s as cola brands struggled. But now the The actual Dew advertising campaign was coming into its eighth year, a lengthy stretch by simply any consumer goods baseline. Many other brands were at this point sponsoring precisely the same alternative sports activities that Pile Dew experienced relied upon to boost its image. And young adults were gravitating to fresh activities and new music that Dew's competition had successfully exploited inside their branding actions. Figuring out how you can keep the marketing campaign working hard to take care of the brand's relevance using its target consumers had become a chief preoccupation of older management by both PepsiCo and BBDO. At the same time, important competitors had been raising their ad budgets as competition in the two Carbonated Soda (CSD) and non-carbonated beverages categories was heating up, mailing Dew revenue below objectives. Choosing the right advertising to maximize the impact of Pile Dew's relatively small press budget was a make-or-break decision.

________________________________________________________________________________________________________________ Mentor Douglas W. Holt well prepared this case. HBS cases happen to be developed solely as the foundation for class discussion. Cases are not intended to function as endorsements, sources of primary data, or illustrations of successful or useless management. Copyright laws © 2001 President and Fellows of Harvard College or university. To buy copies or request authorization to replicate materials, call 1-800-545-7685, create Harvard Organization School Posting, Boston, MUM 02163, or go to http://www.hbsp.harvard.edu. No a part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or perhaps transmitted in a form or perhaps by virtually any means—electronic, mechanised, photocopying, saving, or otherwise—without the agreement of Harvard Business University.

502-040

Mountain Dew: Selecting New Imaginative

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