Target audience.
Targeting younger generation, who are more susceptible. Older people already have an opinion about additives that may be hard to change. To change their opinion you may need an inconvenient truth approach: a longer movie with lots of facts.
Where?
A place that will bullseye my target audience and hopefully ripple out from there.
Campus? Mall? Downtown?
Good resource!
http://transhermann.com/503038/exhibit3.html
Mountain Dew objectives, strategies, targets and executional directions.
I should make one of these.
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