Presented by:

Jessy K – Art DirectorNicole Blanton – CopywriterDennis Demori, Andres Fernandez – Account Planners

BULLIED OUT

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Energy drinks like Red Bull and Monster Energy are eroding the CSD segment in general, and what MTN DEW has stood for (extreme sports/activities) in particular.

SHARE OF THROAT

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Consumption of CSDs & Energy Drinks (2007)

CSDs: 14,707 million gallons

Energy Drinks: 302 million gallons

Source: Beverage Marketing Corporation

+24.7%

-2.6%

THE CORE ISSUE

Competing only in the extreme genre

is not sustainable for MTN DEW in the long run. They’ll

get clawed to death and gored into oblivion.

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THE OPPORTUNITY

Go after the 18-24 segment to steal share from Sprite and Dr. Pepper, without alienating the 12-17 crowd that has driven MTN DEW sales and who will eventually grow up to be 18-24

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While MTN DEW is the 4th CSD brand ahead of Sprite and Dr. Pepper, it trails them in the 18-24 segment.

A TRADITION OF INNOVATION

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SUPPORT ≠ SPONSORSHIP

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The way MTN DEW has done extreme sports is unique in that it became a SUPPORTER of the emerging athletes early on, giving them a platform to take their skills to the next level. It goes way beyond slapping a sponsor’s logo on a billboard.

A LOYAL & INVOLVED FOLLOWING

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Bring back the Dew

Dewmocracy.com

A LITTLE TOO MUCH FUN…

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MEDIA HABITS

10They’re into advertising they can touch, feel and

interact with

They’re constantly connected (Web,

mobile) and online

They notice out of home and transit advertising a lot

They rely less on TV

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CONVENTION:Not so extreme

anymore…

VISION:It’s all about the

journey.

MTN DEW FUELS THE QUEST FOR WHAT’S NEXT.

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CREATIVE CONCEPT >

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SOME EXAMPLES…

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Kyle Monkey Jake & Amir

La Sarah

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MEET DWIGHT K. SCHRUTE

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THANK YOU!