Mountain Dew, the iconic beverage brand, has unveiled an exciting new campaign that breathes fresh life into its renowned tagline, ‘Do The Dew’, by introducing a captivating brand character, the Mountain Dude. This lighthearted initiative aims to elevate consumer attention, affinity, and awareness, marking a significant evolution for the PepsiCo-owned soda brand. The campaign, which comes after over 30 years of ‘Do the Dew’, is a spirited endeavor focused on inspiring people to break free and revel in life’s exhilarating moments, as stated by JP Bittencourt, vice president of marketing at Mountain Dew. Let’s delve into the details.
A Journey to Exhilaration
The new campaign introduces a series of captivating 30-second commercials, featuring disengaged consumers immersed in smartphone and virtual reality distractions until they encounter the enigmatic Mountain Dude. With a charismatic ’70s-inspired persona, complete with long hair, a flowing beard, and a lime-green fur coat, the Mountain Dude becomes the catalyst for an exhilarating transformation. As consumers indulge in Mountain Dew, they are whisked away to the mountains, where they partake in a spirited game of kickball with yetis and a pickup football game with rams.
A Diverse Viewing Experience
The campaign includes a mix of 30-second, 15-second, and 6-second commercials that will be shown on different platforms such as TV, online video, social media, digital channels, and out-of-home advertising. Mountain Dew is working with Goodby Silverstein & Partners, who are well-known for their Super Bowl ad for the Baja Blast flavor, to create an advertising experience that reflects the brand’s adventurous spirit and endless potential.
A Message of Meaningful Connection
While the campaign employs a hint of edgy humor to captivate consumer attention, its core message resonates with the brand’s consumer insights. Delving into the desires and aspirations of its consumers, Mountain Dew discovered an innate longing to connect with others, often necessitating a gentle nudge to step out and embrace life’s experiences. By infusing this meaningful message with a non-judgmental and approachable tone, Mountain Dew seeks to inspire and uplift its audience, fostering a sense of communal joy and adventure.
Final Thoughts
Mountain Dew’s innovative ‘Do The Dew’ campaign, featuring the charismatic Mountain Dude, marks a turning point in the brand’s journey, unleashing a wave of creativity that inspires consumers to embrace life’s adventures. With a focus on exhilarating experiences and meaningful connections, the campaign endeavors to inspire consumers to embrace life’s adventures. Through multi-channel engagement and a message rooted in consumer insights, Mountain Dew aims to foster cultural relevance and communal joy. As the Mountain Dude takes center stage, the brand looks forward to a year filled with real-world experiential activations, further strengthening its connection with consumers and propelling a new era of cultural relevance.
Also Read: Olympic Passion: BBC’s Paris 2024 Trailer Explores Athletes’ Love for Sport
