Title | DEW! NOW THAT'S A SODA! |
Brand | PEPSICO |
Product / Service | MOUNTAIN DEW |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | BBDO CHINA Shanghai, CHINA |
Entrant Company: | BBDO CHINA Shanghai, CHINA |
Advertising Agency: | BBDO CHINA Shanghai, CHINA |
Media Agency: | OMD HONG KONG, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Leong Wai Foong | BBDO China | Executive Creative Director - China |
Almon Lam | BBDO China | Executive Creative Director - Shanghai |
Kit Koh | BBDO China | Group Creative Director |
Adam Ding | BBDO China | Associate Creative Director |
Jiang Pan | BBDO China | Senior Art Director |
Martin Ding | BBDO China | Art Director |
Clark Shen | BBDO China | Illustrator |
Lisa Wan | BBDO China | Copywriter |
Fiona Lam | BBDO China | Group Account Director |
Alex Wang | BBDO China | Associate Account Director |
Mountain Dew's market share has already reached 4% in just 2 months, a remarkable achievement for a new product launch. The name and its blazing attitude has reached the most popular forums for our targets.
The idea is to leverage on the brand name's special equity. Phonetically, Dew sounds very much alike the Cantonese word for "fuck", giving a high potential for controversy. Based on this idea, we create the slogan, "Dew! Now THAT's a soda!" Being different in both attitude and claim. Besides TV, OOH and internet, we decided to maximize the impact via a double page spread in the biggest Newspaper in HK. Spanning cross an entire DPS, we placed our own news spread as background and "spray painted" the Dew slogan in graffiti all the way across. The daring Dew attitude is now unmistakable.
The HK CSD market is highly saturated and competing brands are stuck in a deadlock. The only way is to come up with something new. Our objective is clear: differentiate, differentiate, differentiate!