PepsiCo’s caffeinated soft drink Mountain Dew has released a pair of videos under the tagline Do the Dew, as it prepares to launch its first ever global brand campaign.
It includes a video entitled Fireboard – featured above – which shows professional skateboarder Sean Malto sparking a beach bonfire by guiding his board across a line of matches. The advertisement features the return of the iconic rallying cry, as the brand seeks to align itself with “an extraordinary, exhilarating adventure”.
Britvic GB marketing director Jonathan Gatward said: “Do the Dew is a concept and philosophy which embodies the attitude of Mountain Dew drinkers, Dew Nation – a community seeking to live life to the full and with authenticity. The first global advertising campaign has been created with them in mind and unites Dew fans worldwide. The creative is fun and we hope to see the UK Do the Dew.”
PepsiCo Global Beverages Group president Brad Jakeman added: “Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands. It enjoys unparalleled leadership positions in countries like Pakistan, India and Saudi Arabia, 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.
“Harmonising Mountain Dew under the first global integrated marketing campaign is part of our commitment to reinvest in our top brands, and leveraging its scale and muscle will allow us to continue to build this powerhouse brand with the same passion and authenticity that the Dew Nation has come to expect of Mountain Dew.”
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