“Come Alive” Successfully Kicks Off the Party
Mountain Dew has been a major brand of soft drink for years. Although the original recipe was invented by Barney and Ally Hartman as a mixer for their whiskey in 1940, it did not see widespread distribution until after 1964 when PepsiCo acquired the rights to the product with its purchase of Tip Corporation (“Mountain Dew”, sec.1). Since then the formula has been tweaked a few times and many different flavors have been released (and discontinued), but on February 25, 2013, Mtn Dew, as the brand is now marketed, released the first two flavors in their Kickstart series that “is advertised to have caffeine and electrolytes to provide energy for the morning,” (“Mountain Dew”, sec. 5). On February 1, 2015 during Super Bowl XLIX, which had an average of over 114 million viewers per minute (Riccobono, par.1), the commercial “Come Alive” featuring the latest flavors to their Kickstart series was released. It featured three young male adults playing video games in what could
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Logos is applied by appealing to one’s common sense in order to make a point. This is evidenced by the line “It all starts with a kick.” With just one sip, you’ll have the instant energy to start that dance party. And by only listing Dew, juice, and coconut water as ingredients at the end of the commercial, the advertised “hydrating boost” on the can alludes that these ingredients are a healthy addition of natural energy to an already great soda. They also lend credibility to the drink by having their brand name, Mountain Dew, on the can. The use of a brand name is one of many ways to attach a well-known name or reputation to a product, thus producing credibility, or ethos. By flashing the can and Mtn Dew label on the commercial, the fact that this is a product from a well-known source of beverages is flaunted to