Mountain Dew

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Title: Mountain Dew

Essay Details:

Subject: Business

Author:

Date: September 10, 2012

Level: University

Grade: A

Length: 4 / 977

Essay text:

Mountain Dew’s ad campaign between 1995 and 1999 did not fare extremely well. PepsiCo decided that in 2000 Mountain Dew would be featured during the Super Bowl rather than Pepsi. This was an enormous feat, as the Super Bowl had been an influential event for advertisers for decades. It was already October 1999 for the marketing executives and decisions had to be made to get the production started. Only three advertisements were going to be chosen, two to be played during the Super Bowl and all three throughout the year 2000. There were ten initial concepts proposed and five remained. Scott Moffit, the Marketing Director for Mountain Dew, was the least senior executive and first to evaluate the concepts...

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