Ad Campaign

Micah Blount

BUS 620 Managerial Marketing

Prof. Mary Wright

September 19, 2013

Mountain Dew is a carbonated soft drink brand produced and owned by PepsiCo since 1940. Over the years Mountain Dews target market has been white customers in the Southeast and in recent years Mountain Dew has begin to broaden their target market to include young blacks and Latinos between the age of 18-24. The goal of this paper is to evaluate Mountain Dew current advertising campaign to determine if they are targeting the right market segment and to see if their product differentiates from the competition. As well, provide a proposed redesign of the campaign that could have a more universal appeal.

Yes Mountain Dew's advertising campaign is directed at the right market segment....