Case ID: 502040
Solution ID: 31120
Words: 900
Price $ 45

Mountain Dew Selecting New Creative Case Solution

Case Solution

To maximize their effectiveness, color cases should be printed in color. Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.

Excel Calculations

Questions Covered

1- Carefully analyze the existing and proposed Mountain Dew ads.

2- How well does each ad leverage:

    a. The brand’s historic equity

    b. The consumers’ cultural understandings of the brand

    c. The communications goals for this campaign?

3- Which ads would you invest in? Why?