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Transcript

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
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