Gyro Gets 'Dew'-ded Up To Build Soda's Hipster Cred

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After years of exhorting consumers to “Do the Dew,” PepsiCo’s Mountain Dew has enlisted Gyro Worldwide to Dew some duds. It’s familiar territory for an ad agency whose own clothing lines have blossomed into brands with downtown cred.

The Philadelphia shop last week began distributing a line of irreverent, graphic T-shirts designed to play to the brand’s do-your-own-thing consumer, but with an old-school twist. Instead of tackling the action sports that the brand embraces in its mainstream ads—skateboarding, kayaking, snowboarding—the shirts strive for a vintage feel by harking back to ’70s-era, mud-in-your-flaps thrill racing.

“The positioning of Mountain Dew that consumers play back to us is the irreverent part of youth—exhilaration, rebelliousness, that kind of attitude,” said Angelique Bellmer, brand director for Mountain Dew.

One of 21 variations on the shirts, printed with an MD-sponsored GTO stock car, reads, “Look out! I’ve got mean gas!” Another asks, “Who gives a shift?” A third...





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