The citrus beverage is introducing “Do the DEW” – the iconic rallying cry and brand credo – as the anchor of its first-ever global brand campaign, uniting DEW Nation around the world.
“Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands. It enjoys unparalleled leadership positions in countries like Pakistan, India and Saudi Arabia, as well as the United States, and is one of the few brands – in beverages and throughout the consumer goods space – that has no real competition. It is truly a category of one,” says Brad Jakeman, president, PepsiCo Global Beverages Group, in a press statement. “Harmonizing Mountain Dew under the first global integrated marketing campaign is part of our commitment to reinvest in our top brands, and leveraging its scale and muscle will allow us to continue to build this powerhouse brand with the same passion and authenticity that the DEW Nation has come to expect of Mountain Dew.”
The global “Do the DEW” campaign features two creative films – for traditional and digital viewing and sharing – where ordinary “ingredients” paired with a bottle of DEW create the perfect recipe for a good time. “Fireboard” – starring professional skateboarder Sean Malto – sparks a beach bonfire with a trick and twist. “Directions” follows Olympic snowboarder Scotty Lago and his birdseed trail from the snowy caps of Canada to a lively, mountain base bash.
‘We are delighted to be participating in the global “Do the DEW” campaign,”says Carla Hassan, MEA Marketing VP & CMO at PepsiCo. “Mountain Dew is especially popular across the MEA region and the campaign will have added appeal since it engages consumers across virtually every imaginable touchpoint – from in-store and special commemorative packaging, a global television commercial and digital and social platforms.”
To bring “Do the DEW” to life across the globe, Mountain Dew partnered with one of Hollywood’s notable directors, Justin Lin, known for his work directing The Fast & The Furious franchise and the upcoming season of HBO’s True Detective and Star Trek 3.
“It was a thrill to collaborate with Mountain Dew and our collective of filmmakers in order to capture what it means to ‘Do the DEW,’” says Lin. “We really embodied that meaning in the making of this content – pushing the limits of creativity and hopefully capturing its essence for fans around the world.”
The integrated global “Do the DEW” campaign also includes a refreshed visual identity system with impactful print and out of home, as well as sharable digital content. DEW Nation can check out the work by following Mountain Dew on Facebook, Twitter and Instagram in their local country and join the conversation using hashtag #DoTheDew.
Globally, Mountain Dew accounts for two of PepsiCo’s $22 billion brands with Mountain Dew and Diet Mountain Dew each generating more than $1 billion in estimated annual retail sales.