UPDATE: July 15, 2024: This story has been up to date based mostly on data supplied by Mountain Dew after publication, reflecting the marketing campaign’s deal with TV spots and new model character.
Mountain Dew this week grew to become the newest marketer to reinvigorate an iconic tagline, launching a marketing campaign that pairs “Do The Dew” with a brand new model character referred to as the Mountain Dude. For the PepsiCo-owned soda model, the trouble is a lighthearted technique to enhance client consideration, affinity and consciousness, stated JP Bittencourt, vice chairman of promoting at Mountain Dew.
“’Do the Dew’ has been round for 30-plus years, and it was a good time, actually throughout the peak of summer time season, to roll out the marketing campaign and new path for the model, which was all about simply getting folks off their asses and having a rattling good time,” Bittencourt stated.
The brand new marketing campaign includes a pair of 30-second commercials that start with bored shoppers utilizing smartphones and digital actuality headsets as they lounge on donkeys. Enter the Mountain Dude, a swaggering determine with a ‘70s-inspired look full with lengthy hair, a flowing beard and lime-green fur coat. As soon as shoppers open and sip a Mountain Dew, they’re transported to the mountains for a recreation of kickball with yetis and a pickup soccer recreation with rams.
Together with the 30-second spots, the marketing campaign contains 15- and 6-second spots throughout linear tv, premium on-line video, social, digital and out-of-home channels. The marketing campaign was created with Goodby Silverstein & Companions, which labored on the model’s Tremendous Bowl advert for its Baja Blast taste.
“The Mountain is within the model’s DNA, and this new work represents a world stuffed with countless potentialities,” stated Margaret Johnson, chief artistic officer at Goodby Silverstein & Companions, in an announcement.
Boosting cultural relevance
Whereas the marketing campaign makes use of barely edgy humor to seize client consideration, its message is rooted within the model’s client insights.
“We went out and talked to our shoppers, and there may be this notion of desirous to exit and be with different folks, and generally simply needing just a little kick to go and do this,” Bittencourt stated. “I assumed that it was a significant message, nevertheless it’s additionally being performed in a approach that’s not too judgy or judgmental.”
Customers can count on the Mountain Dude to return to life throughout a wide range of real-world experiential executions by the remainder of the yr and into the following. The character permits Mountain Dew to bolster its cultural relevancy, both in advert hoc activations or in additional planned-out efforts.
Mountain Dew has lengthy made the outside and gaming a part of its model id. Earlier this yr, the corporate launched two yearlong rewards packages that concentrate on shoppers concerned about each classes. The brand new marketing campaign builds on these actions.
In the meantime, the refresh of longtime tagline “Do the Dew” comes as a number of manufacturers have introduced again iconic slogans that first discovered reputation within the ‘90s. Sister model Gatorade revived its “Is It In You?” tagline, whereas competitor Coca-Cola introduced again Sprite’s “Obey Your Thirst” and Fanta’s “Wanta Fanta.”
