Pepsi’s Mountain Dew brand is bringing back its iconic slogan ‘Do the DEW’ as part of its inaugural global brand campaign.
The campaign’s two videos both feature athletes. ‘Fireboard’ stars professional skateboarder Sean Malto while ‘Directions’ follows Olympic snowboarder Scotty Lago.
The short films were produced in partnership with director Justin Lin, who is known for his work on The Fast & Furious franchise and the upcoming season of HBO’s True Detective.
Simon Lowden, chief marketing officer for Pepsi Beverages North America, said: "Do the DEW is more than just an advertising slogan for Mountain Dew – it represents the attitude of a community that really seeks to live life authentically.
"True to what DEW Nation has come to expect from DEW, we created the content for this global campaign with authenticity as our filter, and we can't wait for our fans to have a damn good time with it."
Brad Jakeman, president of PepsiCo Global Beverages Group, said: "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 and India, 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.”
The campaign also includes print and out of home, and digital elements.
Earlier this year, Mountain Dew unveiled 'Dew VR Snow', a live-action snowboarding virtual reality experience that also featured Lago along with Olympic snowboarder Danny Davis and pro snowboarder Jack Mitrani.
Mountain Dew and Diet Mountain Dew each generate more than a billion dollars in estimated annual retail sales.
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