Mountain Dew wasted no time starting their year off right with a killer new global campaign. Set to appear in over 20 countries, “Do the DEW” focuses on the idea that there’s no feeling like doing.
DEW pro-skateboarder, Sean Malto, kicks-off the campaign in “Fade Away.” Check it out below.
Throughout all of 2017, the campaign will feature creative – much like what you see above – designed with the mobile consumer in mind.
“The DEW Nation is into a wide array of activities from action sports to gaming,” said Greg Lyons, senior vice president of marketing, Mountain Dew, North America. “Besides their love of Mountain Dew, what truly unites them is the idea of chasing a feeling. A feeling you only get from doing something exhilarating. Whether it’s the thrill you get when you land a kickflip or the rush from completing a set on stage, this campaign is a celebration of the feeling of doing.”
A New DEW Identity?
Throughout this year, the DEW Nation will start to see a mass rollout of their favorite DEW product and its new product packaging. Currently, the updated packaging are now in market across U.S., Europe, Korea, Middle East and Pakistan, with other markets to follow throughout the year. The new Mountain Dew identity spans across packaging, brand creative, and retail displays, featuring a new neon green color palette and kinetic graphic elements.
“As the DEW Nation continues to evolve, so do we,” said Lyons. “We are updating our packaging to not only reflect the energy and refreshing attitude of our brand, but of Mountain Dew drinkers everywhere.”