This week, Mountain Dew, a brand under PepsiCo, unveiled its latest marketing campaign, breathing new life into the legendary “Do The Dew” slogan with the introduction of a fresh brand character—Mountain Dude. This quirky and fun initiative aims to capture consumer attention and increase brand likability and recognition, according to JP Bittencourt, Mountain Dew’s Vice President of Marketing.
The new campaign features a series of 30-second ads, starting with bored consumers lounging on donkeys, distracted by their smartphones and virtual reality headsets. Enter Mountain Dude, a laid-back character with a groovy 70s style, complete with flowing hair, a beard, and a lime-green fur coat. The moment these consumers take a sip of Mountain Dew, they are transported to the mountains, engaging in whimsical activities like playing kickball with a yeti and pickup soccer with rams.
In addition to the main 30-second spots, the campaign includes shorter 15- and 6-second videos aired across linear TV, premium online video, social media, digital, and outdoor channels. The campaign was developed in collaboration with Goodby Silverstein & Partners, known for their work on Mountain Dew’s Super Bowl ad for the Baja Blast flavor.
Margaret Johnson, Chief Creative Officer at Goodby Silverstein & Partners, highlighted the campaign’s creativity, stating, “Mountains are ingrained in the brand’s DNA, and this new work represents a world of endless possibilities.”
While the campaign employs edgy humor to grab consumer attention, its underlying message is rooted in consumer insights, reflecting the desire to be more active and social. Bittencourt noted, “We spoke to our consumers, and there’s this desire to get out and be with others, sometimes just needing a little push to do it.”
Mountain Dude is expected to make appearances in various real-world experiential activations throughout the year and into the next. This character allows Mountain Dew to solidify its cultural relevance, whether through special events or more planned efforts.
Mountain Dew has long been associated with active lifestyles and gaming, and this new campaign builds on those themes. Earlier this year, the brand launched two year-long rewards programs targeting consumers interested in these categories.
The revival of “Do The Dew” comes at a time when several brands are bringing back iconic slogans from the ’90s. Sister brand Gatorade has revived “Is It In You?” while competitor Coca-Cola reintroduced “Obey Your Thirst” for Sprite and “Wanta Fanta” for Fanta.
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