Name: Abdul Rasyid Romadhoni

NIM: 29116028
1. Please squeeze out the intended message from the advertisement.
The trio of Mountain Dew drinking goat advertisement quickly captured large
viewers, because the ads match the brands quirky personality. The intended message from
the advertisement is associating Mountain Dew with the exhilarating intensity of lifess
most exciting, fun adventures. The objective was to expand appeal of Mountain Dew to
new users while reinforcing it among curent users. PepsiCo wanted to position Mountain
dew as the great tasting carbonated soft drink that exhilarates like no other because it is
energizing, thirs-quenching, and has one of a kinds citrus flavor.
2. Also discuss the negative perception from the video advertisement. Pepsi (Mountain
Dew is a subsidiary of Pepsi), then, removed the video from all channels.
The public are viewing the advertisements negatively for two main reasonsviolence towards women and racial stereotypes. The violence towards women is the first
major issue because particularly the first and third commercials in the series. By launching
these commercial, many women may see the brand as condoning and even encouraging
such behavior towards women- particularly towards white women. Which leads into the
second reason the commercials are having negative backlash- the racial stereotypes being
potrayed.
In all three of the commercials all black men is leading roles. In the first commercial
a black man and women laugh when Felicia beats on the white waitress over a can of
Mountain Dew. In the second commercial, a black male police officer finds the cans of
empty Mountain Dew in Felicias trunk and attempts to chase and arrest the goat. In the
third commercials Felicia is seen in a police lineup surrounded entirely by other black
males. Its extremely clear that Felicia, being voiced by Tyler the Creator to became an
African-American. Mountain Dews African-American audience may see it as the brand
stereotyping their race with the potrayal of a typical, angry, violent, and loud black
person. The black community may also be offended by the potrayal of their race as
animals. In other case, Mountain Dew has offended their audience on an extremely
personal level regarding their character.
3. The video designer, named Tyler, afterwards tweeted 'I MADE IT ON CNN!!! HELL
YAH. If you are the Marketing Manager of Mountain Dew, what will you do before
Tyler's tweet and (4) after Tyler's tweet.
Before Tylers tweet means that before the commercial have been created and
released. As a marketing manager of mountain dew I will closely analyze the commercials
and advertisements before releasing them to the public. In this day anything that is released
virtually is here to stay. The company needs to remember the damage control is getting
harder in socisety with all theier customers constantly being connected. This mean before
any advertisement gets released, it needs to be put through various small group testing
scenarios. This will help the company ensure they are not offending anyone and ensure

they are taking many different types of peoples feelings into consideration. To prevent
another scenario, Im as the marketing manager will sent off the advertisement to a
profesional agency or various TV broadcasting companies to clear the messages in the
advertisement upon its release.
After Tyler's tweet, Im as the marketing manager needs to act quickly. One option
that I can do is to send out a written press release apolizing if it offended any of customers
and also explaining the initial intent behind the commercials. I could make sure that
customers know that the advertisement series has been pulled off the air with news releases
or with a new commercial series. On the other hand, company could also respond by
donating to a womens charity or an African-American charity. All of these possibble
actions will let the customers that offended know that company thinking about them and
taking their feelings into consideration before anything else.