Sunday, January 20, 2008

Mountain Dew - Brand Evolution

Mountain Dew is the number three brand in the US after Coca Cola and Pepsi, more than $5 Billion . The brand has evolved over the years from a rural focused brand to being a brand which could connect with the young population through its association with adventure sports. Mountain dew and linkage of building a iconic brand through connecting the brand with a myth and the cultural trends of an era has been documented by many , I thought the story of its evolution could be depicted through the ads which it has changed and adapted to suit the changing cultural trends,

hillbilly character - Willy used in the 1960's , to symbolize the power of the drink to change attitudes in a heartbeat


The Mid-1980's ad where corporate executives done cowboy gear


One more in the series


Next Came the 'Do the Dew" Series






Then the ads for the Superbowl in 1999,

1. Cheetah Ad - Which was also used to launch the brand in India



2. Mock Opera Ad




Mountain Dew Ram Commercial



This Ad was used in India too, but was not very successful
The ads were changed to "Dar Ke aage jeet hai" in India

Latest Ads of Mountain Dew



Are they trying to connect to the consumers who are addicted to the game consoles at thier homes??

For more of their new ads visit mountaindew.com

1 comments:

Varun Reddy Sevva said...

Mountain Dew is the number three brand in the US after Coca Cola and Pepsi, more than $5 Billion . The brand has evolved over the years from a rural focused brand to being a brand which could connect with the young population through its association with adventure sports. Mountain dew and linkage of building a iconic brand through connecting the brand with a myth and the cultural trends of an era has been documented by many , I thought the story of its evolution could be depicted through the ads which it has changed and adapted to suit the changing cultural trends,

hillbilly character - Willy used in the 1960's , to symbolize the power of the drink to change attitudes in a heartbeat


The Mid-1980's ad where corporate executives done cowboy gear


One more in the series


Next Came the 'Do the Dew" Series






Then the ads for the Superbowl in 1999,

1. Cheetah Ad - Which was also used to launch the brand in India



2. Mock Opera Ad




Mountain Dew Ram Commercial



This Ad was used in India too, but was not very successful
The ads were changed to "Dar Ke aage jeet hai" in India

Latest Ads of Mountain Dew



Are they trying to connect to the consumers who are addicted to the game consoles at thier homes??

For more of their new ads visit mountaindew.com

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