THE OBJECTIVE
Dew More
Develop an advertising campaign for a randomly assigned product.
THE APPROACH
After drawing Mountain Dew Baja Blast as our assigned product, our five-member team researched its features, past campaigns, and audience. We developed “Gamer Greg,” a college-aged consumer balancing work, school, and gaming, to guide “Dew More,” a campaign pairing the drink’s bold tropical flavor and energizing positioning with gamers’ drive to explore and achieve.
We leaned into the recognizable iconography of Fallout, The Legend of Zelda, and Minecraft across print, out-of-home, and a 30-second commercial. Each execution connected the possibilities of gaming with the idea of doing more in everyday life.
MY CONTRIBUTIONS
Led a team of 5 to develop a gamer-focused campaign targeting college students, coordinating timelines and tasks
Assisted in planning and creating campaign deliverables, including editing the 30-second commercial
Built the presentation deck and co-wrote the presentation script, connecting our research, strategy, and creative executions into a cohesive narrative
Co-presented campaign to faculty and peers, incorporating feedback into the final pitch
MESSAGE REASONING
Messaging Reasoning: It doesn’t over-segment and limit who we can advertise to. It incorporates 2 of our features/benefits: energization & a bold, tropical flavor. The end that says “top of your game” can be interpreted in multiple ways based on the audience’s interests & experiences (being a gamer, playing sports, being successful in school or their career, etc…)
MEDIA BUYING
Magazine Placement Choice: Sports Illustrated (470,100 audience)
Total Cost: $125,750
CPM: ~$267.50
TV Placement Choice: MLB (1,748,000 audience)
Total Cost: $47,568
CPM: ~$27.21
Total Final Cost for Ad Space: $173,318
