![]() ![]() Cadillac recently took a step away from its traditional buyers and refocused its message of “luxury and safety” to “fun”. This isn’t the first time a brand has reached out to a new audience. For example, commercials voiced by Lil’ Wayne will be focused on potential consumers in the Los Angeles market - whereas Jason Aldean’s ads will be aired in Nashville. The company will air each celebrity’s commercial in a region of country best suited to the celebrity’s niche. ![]() Mountain Dew has developed multiple spots, each being narrated by a different celebrity. Focused around the new tagline, “This is How We Dew”, the new advertisements feature a motley group of celebrities ranging from rapper Mac Miller to pro skateboarder Paul Rodriguez. This new messaging can be seen in Mountain Dew’s most recent ad campaign. To achieve revenue growth and solidify its domination of the market, the company has chosen to amp up its national TV buys and refocus its brand’s messaging to speak to new demographics while still providing a consistent message for its brand’s current advocates. While the brand is currently the nation’s best-selling non-cola soft drink, the majority of its consumers are white, suburban males located the in the Plain and Southeast regions of the United States. In an effort to battle a recent loss in market share to Fanta and Sprite as well as a seven-year decline in national soft drink sales, Mountain Dew is looking to target new audiences. Mountain Dew Looks to Broaden its Message admin | April 21, 2012
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