BBDO New York has launched the first-ever integrated global campaign for Pepsi’s Mountain Dew, extending its “Do the Dew” tagline to new markets.
“Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands,” explained Brad Jakeman, president, PepsiCo Global Beverages Group, in a statement. “It enjoys unparalleled leadership positions in countries like Pakistan and India, 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.”
For the campaign, BBDO worked with director Justin Lin, professional skateboarder Sean Malto and Olymic snowboarder Scotty Lago. In the campaign’s launch ad, “Fireboard” (video above), Lin finds a unique way to light a bonfire with his skateboard, some duct tape and matches. Lago’s spot, entitled “Directions” has yet to be released, but we do know it will feature the snowboarder leaving a birdseed trail while tearing up some slopes in Canada.
In addition to the two broadcast spots, the campaign will also include digital content, print, OOH and social elements, and a “refreshed visual identity system.”