Mountain Dew Launches New “Do The DEW” Campaign


Pro-Skateboarder Sean Malto Stars in the First Ad from the 2017 Campaign Series Featuring Athletes

Mountain Dew kicked off 2017 with a new global “Do the DEW” campaign centred on the belief that there’s no feeling like doing. Set to appear in more than 20 countries around the world throughout 2017, the effort features a series of ads designed with the mobile consumer in mind.

The first piece in the series, titled “Fade Away,” debuted yesterday on social media and television, and stars pro-skateboarder Sean Malto.

“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.”

This year’s global “Do the DEW” creative, directed by famed Music and Commercial Director Andreas Nilsson, features athletes in action as they chase the euphoric feeling of doing. The campaign will visualise this in additional creative to roll out throughout the year.

The U.S. campaign is heavily optimised for social, including the ads which were designed to live within the mobile environment. The brand will use platforms like Twitter, Snapchat, Facebook Live, Facebook Video and Instagram Stories to engage the DEW Nation to share their own exhilarating experiences.

Lyons added, “Knowing that the majority of our millennial consumers see messages first in the palm of their hand, it’s no longer about figuring out how creative can be optimised for mobile at the end of production, but now how it can be designed to thrive in mobile from the outset.”

Joshua Hughes
Joshua Hughes
Advertising Editor. I love adland, having worked in the industry for the past decade. In addition to advertising, I love my movies.

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