Mountain dew is a unique beverage that faces no direct competition as a carbonated, uniquely flavored, highly caffeinated beverage. with respect to its competition, it seeks to compete against the market leader—coke. in ad lab 8-a, trout and ries suggest that out of every 100 companies, one should play defense, two should play offense, three should flank and 94 should be guerrillas. defense involves fending off challenges to market share dominance, offense, involves direct attacks on the market leader, and flanking involves capitalizing on a segment no one is paying attention to. in light of these definitions, the ads for mountain dew suggest it is