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    Mountain Dew Case Presentation

    Uploaded by

    Saad Khokar
    The document provides a history of the Mountain Dew brand, including its invention in the 1940s, its "Uncola" advertising campaign in the 1960s and 1970s, its popularity among Gen X consumers, and cultural marketing trends. It also discusses criticism of allegedly racist Mountain Dew commercials from the 2000s and recommendations in response to the criticism.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Mountain Dew Case Presentation

    Uploaded by

    Saad Khokar
    78 views9 pages
    The document provides a history of the Mountain Dew brand, including its invention in the 1940s, its "Uncola" advertising campaign in the 1960s and 1970s, its popularity among Gen X consumers, and cultural marketing trends. It also discusses criticism of allegedly racist Mountain Dew commercials from the 2000s and recommendations in response to the criticism.

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    Mountain Dew Case Presentation - Copy

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    The document provides a history of the Mountain Dew brand, including its invention in the 1940s, its "Uncola" advertising campaign in the 1960s and 1970s, its popularity among Gen X consumers, and cultural marketing trends. It also discusses criticism of allegedly racist Mountain Dew commercials from the 2000s and recommendations in response to the criticism.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    78 views9 pages

    Mountain Dew Case Presentation

    Uploaded by

    Saad Khokar
    The document provides a history of the Mountain Dew brand, including its invention in the 1940s, its "Uncola" advertising campaign in the 1960s and 1970s, its popularity among Gen X consumers, and cultural marketing trends. It also discusses criticism of allegedly racist Mountain Dew commercials from the 2000s and recommendations in response to the criticism.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Mountain

    Dew
    Case
    Presentation
    General Meeting
    The Mountain Dew Story
    Background The Cola Wars
    The Soft Drinks Category
    The Figures Of The Late 20th
    Century
    America’s Drink & The
    Pepsi Generation

    Advertising
    & “Uncola” Campaign

    Branding

    A major “Flavor Brand”


    Mountain • Invented by Hartman Beverage Company in
    Dew Knoxville
    • “NASCAR belt”
    Brand History
    • Ogilvy and Mather ad agency.
    • By 1973 it was assigned to BBDO.
    • The “Country Cool” Campaign.
    Cultural Trends

    • Music The “Do the


    • Sports Dew”
    • GenX Ethos Campaign

    Marketing Research
    Dilemmas

    Communication Strategy

    2000
    Planning
    Super Bowl

    The New Creative


    MOUNTAIN DEW:
    • PepsiCo Origin and History
    THE MOST • Mountain Dew
    RACIST • Jamal Handerson
    SOFT-DRINK • Felicia
    COMMERCIAL • The Goat Commercials
    IN HISTORY
    Criticism Link to Video
    https://www.youtube.com/wat
    ch?v=oR-TVvjvS28
    Recommendation
    and
    Actual Decision

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