DO THE DEW:
MOCK OPERA
CURRENT BRAND POSITION
- Dealing with introduction of energy drinks
- Facing competition with other colas
- Current users (market research):
- Nascar belt
- 20-39 year olds
APPEALING TO TARGET MARKET
- New target: Male teen enthusiasts
- 18 year-old average
- Want to keep original market
WHY ARE WE AWESOME??
- Product-centric in visually stimulating situations
- Successfully target young males and current users
- Engages broader audience with music and clarity
BROAD APPEAL
- Music choice:
- Catchy, timeless song
- Reword into jingle
- Exciting visuals
- BMX, rock climbing & snowboaring
- Clear plotline
- Characters: Dew Dudes and athletes
- Less energy on viewer's part
- Non-colloquial diction
- Does not alienate anyone