Pepsi’s Advertising Campaign

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Pepsi’s advertising campaign for its Mountain Dew is directed at the right market segment. The company uses new campaigns in order to attract new consumers. Most of the targeted consumers include young African Americans and Latinos (Stanford, 2012). Pepsi Company appears to attract more consumers in Dakota and Nebraska. The product’s advertising campaign does not define its marketing objectives.

The marketing strategy appears to “attract every racially diverse group in urban regions such as New York City” (Stanford, 2012, p. 1). The decision to identify and target this market segment can be profitable for Pepsi Company (Finch, 2012). The use of celebrities such as Lil Wayne, Paul Rodriquez, and Jason Aldean also supports the company’s marketing strategy for Mountain Dew.

The biggest concern is whether the company differentiates its product from its competitors. The current level of competition arises from leading companies such as Coca Cola. The advertising campaign does not consider the best strategies in order to differentiate its product from the competition (Stanford, 2012).

The advertising strategy identifies the targeted consumer. The company uses the best distribution networks and campaigns in order to promote the product. This strategy attracts more customers from the targeted locations. The advertising campaign for Mountain Dew should also consider the level of competition. The company should also use the best practices (Finch, 2012).

The other subject is communicating the benefits of the products to the customers. Pepsi Company utilizes the best advertising campaign for Mountain Dew. This campaign informs every potential customer about the availability of the drink. The marketing strategy also identifies new market segments where the level of consumption is low for the product.

The advertising campaign also includes several celebrities in order to attract every targeted African American and Latino youth (Stanford, 2012). The company has also included new distribution channels in order to supply the product in different urban centers.

The company will also use different gas stations and convenience stores to market this product. This strategy explains why the company’s advertising strategy will attract more customers. The weakness of this advertising campaign is that it does inform the consumers about the unique benefits of the product. This approach might affect the marketing strategy for Mountain Dew.

The above discussion explains why the company should redesign its advertising campaign for Mountain Dew in order to have a universal appeal. The first strategy is using the best communication channels and strategies in order to attract a wide range of consumers. The company should ensure the advertising campaign uses different channels such as televisions, videos, and e-mails.

The marketing plan should consider the needs of every potential consumer (Wood, 2010). This process will create an advert that appeals to every global consumer. The company should also use social media such as Facebook and Twitter. The practice will attract many consumers in every racially diverse society.

The proposed design of the campaign will also communicate the benefits of the product. These benefits will help more customers understand the health benefits of the product. The use of celebrities will also support the advertising campaign. The company should use the best communication channels such as televisions, e-mails, and social networks in order to inform more customers about the product (Finch, 2012).

Pepsi Company should support this advertising strategy using proper pricing approaches and distribution practices. The marketer should also update every consumer about the available flavors for the product. The company should also distribute the product to every market segment. This approach will create a successful advertising campaign.

Reference List

Finch, J. (2012). Managerial Marketing. New York: Bridgepoint Education.

Stanford, D. (2012). Mountain Dew Wants Some Street Cred. Web.

Wood, M. (2010). Marketing Planning: Principles into Practice. New Jersey: Prentice Hall.

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Pepsi’s Advertising Campaign

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