Dew The PuppyMonkeyBaby?
By Alex Starcher
In a commercial, there are certain things that grab peoples attention. Babies? Check. Puppy or
puppies? Check. Monkey? Check. Combine the three together? Check. Wait, explain that to me one more
time. Yes, Mountain Dew has launched its commercial of the “PuppyMonkeyBaby” for their new flavors
of Kickstart. Sure, babies are cute, well the majority of them are. Puppies are always cute and monkeys,
too. Animals and babies have dominated the Super Bowl commercials for years now and Mountain Dew
decided they wanted the best of all three worlds. What exactly is Mountain Dew trying to portray through
its ad?
The “PuppyMonkeyBaby” commercial hits on the low-involvement hierarchy model. Mountain
Dew isn’t really trying to portray a strong message in its ad. PuppyMonkeyBaby is repeated all through–
out the commercial that goes along with a beat. The jingle is actually quite catchy. And after watching it a
few different times, I find myself actually singing the jingle in my head. Once a consumer enters into a
purchase situation, the jingle will definitely pop into ones head, which could turn into the consumer actu–
ally pulling the trigger to purchase the item (Belch, 2015, p. 164). Even with the consumers that are com–
pletely uninterested in the Mountain Dew Kickstart brand, they will focus solely on the jingle, which
could position the consumer into a purchase situation.
They say one way to get a song stuck in your head is to hear it over and over and over. Mountain
Dew does not shy away from being repetitive in their ad “PuppyMonkeyBaby”. Is that a bad thing? I
