Mountain DewThe Mountain Dew case centers on the decision made by the BBDO team and Pepsi executives regarding the Super Bowl commercial that would air in 2000. The creative team came up with 10 possible scenarios. Since their meeting took place in October (4 months before the Super Bowl), they had little time to produce the ads. The 10 concepts were quickly whittled down to 5, and executives wanted to whittle them down to 3 to produce. Among these 3, the best 2 would be selected to air at the Super Bowl, but all 3 would be broadcast throughout the year. The 5 commercials they boiled down to were Labor of Love, Cheetah, Dew or Die, Mock Opera, and Showstopper. My recommended course of action for PepsiCo. is to choose Cheetah, Dew or Die and Mock Opera. The main reason why I chose these 3 particular ads is that they best meet the requirements of the brand's communication strategy. These 3 ads seem to most appeal to Mountain Dew's target demographic (young males) and also symbolize the exhilarating experience of the best of the 5 ads. This summary will provide details on why I chose each of the 3 ads. I will therefore conclude the article by choosing which of the 2 of the 3 I think is most suitable to be broadcast at the Super Bowl. CheetahWhen the average person thinks of a cheetah, they think of speed, agility, and elusiveness. All of these traits can be associated with an exhilarating experience. The fa... middle of paper... Irreverence is shown at the end of the commercial when the Dew Dudes open cans and brazenly chug cans of Mountain Dew. This advertisement does a great job of carrying out PepsiCo's brand communication strategy. He is emotional and exhilarating and displays the personality traits of fun, irreverence and boldness. Super Bowl Picks While I liked all 3 of these commercials, the ones I would pick are the Cheetah and Mock Opera commercials. They are the most creative, have the best graphics, and will give Mountain Dew the best chance at getting post-Super Bowl advertising media exposure. The exposure Mountain Dew gets after the Super Bowl could be greater than the ads can get on their own.