PURCHASE, N.Y. — Mountain Dew introduced its new global “Do the Dew” campaign, centered around the belief that “there’s no feeling like doing.”
The campaign is set to appear in 20 countries throughout the world, kicking off Monday with the first piece in its series, “Fade Away,” which premiered on social media and television.
"The Dew Nation is into a wide array of activities from action sports to gaming," said Greg Lyons, SVP 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."
The U.S. advertising campaign is heavily optimized for social media, including ads that were designed within the mobile environment.
The global campaign is directed by music and commercial director Andreas Nilsson, and features athletes in action as they chase the euphoric feeling of “doing.”
Mountain Dew is a PepsiCo product.