The most interesting Ad in recent times I feel is from Mountain Dew-
Creative agency JWT has done a wonderful remake of PepsiCo's Mountain Dew! They have moved away from the thrill of adventure theme to one that seemed more believable: 'conquering the fear within'.
Working on the concept that fear holds back even confident, capable people, the campaign went on to say that those who overcome fear get success, recognition, and adulation.
The new tagline, therefore: “Dar ke aage jeet hai (beyond fear lies victory)”! Few brands acknowledge vulnerability. The theme gave a powerful philosophy to the brand.
The new campaign, which broke in March 2007, stood out for more reasons. It showed older teenagers riding a vehicle over dangerous terrain, striking a fine balance between believability and thrill. More importantly, it heralded a new, punchier product formulation and a new green-black logo.
“It is much more difficult to turn around a smaller brand that’s declining, than reviving a bigger brand that’s losing share,” says Pota from JWT. Also, the consumers and even the brand owners are willing to give larger brands a decent second chance.Perhaps Dew would have revived itself, but it still has a long way to go before it becomes a worthy challenger to Sprite. The clear lemon drinks segment makes up 35 percent of all carbonated soft drinks sold in India. Dew certainly has a lot more to conquer than just fear.
But, hold on... I am deviating from what I had in my mind... for now, this has become a tagline for me- 'dar ke aage jeet hai'!Ciao till next time...Harsha
