MTN DEW ad 2023: Thirst or Souls?

MTN DEW’s new ad, “Your Soul Needs DEW,” takes a rather metaphysical approach to selling soda. The ad suggests that grabbing a crisp, refreshing MTN DEW is not just a physical but a soulful need. But does this ad quench our thirst for a good marketing campaign? Let’s find out.

Memorability: 75/100

Pros: The unique angle focusing on the ‘soul’ makes the ad stand out in the crowded beverage market.
Cons: The abstract concept might be too confusing for some, making it less memorable in the long run.

Effectiveness: 70/100

Pros: The 2-minute duration allows for a deep dive into the concept, potentially making it more impactful.
Cons: The limited engagement metrics suggest that the ad may not have effectively reached or resonated with its target audience.

Style: 80/100

Pros: The ad’s metaphysical approach adds depth, making it stylistically unique.
Cons: The style might be too niche, limiting its broader appeal.

Heart or Humor: 85/100

Pros: The emotional appeal targeting the ‘soul’ could create a strong connection with viewers.

Execution: 72/100

Pros: The ad is well-executed in its unique concept and emotional targeting.
Cons: The lack of viewer engagement and comments suggests that the execution could be improved for better interaction.

Comparison with Competitor:

Compared to Coca-Cola‘s universally relatable “Real Magic” campaign, MTN DEW’s “Your Soul Needs DEW” takes a risk by delving into the abstract. While it’s a bold move, it may not have the same mass appeal.

Conclusion:

MTN DEW’s “Your Soul Needs DEW” ad is an intriguing blend of physical and metaphysical needs. While it scores points for originality and emotional appeal, it could benefit from a clearer message and stronger engagement strategies. Whether this ad will elevate MTN DEW to a soulful experience remains to be seen, with an average grade of 76/100.