Mountain Dew reinvigorates classic slogan with fresh campaign
By Felicia Nwosu
Mountain Dew has reenergized its iconic slogan, “Do The Dew,” by launching a new campaign that introduces a whimsical character called the Mountain Dude. Aimed at enhancing consumer engagement and brand recognition, this initiative takes a playful approach to capturing audience interest, according to JP Bittencourt, vice president of marketing at Mountain Dew.
“‘Do The Dew’ has been part of our identity for over 30 years, and with summer in full swing, it was the perfect moment to debut the campaign and new brand direction, which is all about motivating people to get off their seats and have a fantastic time,” Bittencourt remarked.
The fresh campaign showcases a series of 30-second commercials beginning with apathetic consumers using smartphones and virtual reality headsets while seated on donkeys. The scene shifts with the arrival of the Mountain Dude, a flamboyant character with a ‘70s-inspired aesthetic, complete with long hair, a flowing beard, and a vibrant lime-green fur coat. Upon sipping Mountain Dew, these consumers are whisked away to the mountains to engage in a kickball game with yetis and a football match with rams. Complementing the 30-second ads, the campaign also features 15- and 6-second spots across linear TV, premium online video, social media, digital platforms, and out-of-home channels. Created by Goodby Silverstein & Partners, the agency also crafted the brand’s Super Bowl commercial for the Baja Blast flavor.
“The Mountain is integral to our brand’s essence, and this new work embodies a realm of endless adventures,” stated Margaret Johnson, chief creative officer at Goodby Silverstein & Partners.
Striving to heighten cultural relevance, the campaign employs a touch of edgy humor to attract consumer attention, grounded in insights from the brand’s audience.
“We engaged with our consumers, discovering a shared desire to connect with others and sometimes just needing a gentle nudge to make that happen,” Bittencourt explained. “The message is impactful, yet delivered in a way that’s neither preachy nor condescending.”
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