Mountain dew campaigns

Category: Social Media Management, Content Marketing, Advertising

Strategies and Execution:

Problem: Sprite and Dr. Pepper are performing better in terms of category growth than MTN DEW. MTN DEW is well known to Gen Z soda drinkers, even though they still choose Sprite and Dr. Pepper over MTN DEW.

1st Idea

Insight: People have a lot of negative things to say about Mountain Dew

Idea: Ask the world to say the worse things about MTN DEW on social media, then use the negative comments to advertise MTN Dew products

Execution: Once all the negative comments come out, we label that on MTN DEW bottles and let all the badass drinkers enjoy this toxic drink.

2nd Idea

Insight: Consumers can get scared of the neon green color of the MTN DEW, so we show them the natural dew color to make them miss the green!

Idea: Collect actual Mountain Dew drops and show it to the consumers

Execution: After the Mountain Dew drops are collected we show it to a focus group along with the Neon green MTN dew. And of course they will choose the Neon green over the dirty brown color of the real Mountain Dew.

3rd Idea

Insight: Everyone’s a little fake here there in their life but no one owns it! But MTN Dew owns their fake green color!

Idea: Show consumers that being fake doesn’t have to be a bad thing if you own your fakeness.

Execution: We created a series of print ads depicting moments in life where everyone is required to “fake it till they make it”. And we, mountain dew are owning up to fakeness.