A recent case study for Mt. Dew

1. Mt. Dew
brand essence

2. The Brand
• Mountain Dew (created in 1940) - Pepsi Product
• Has lead the soda industry in being the face of extreme
sports, gamers and other unique social cultures.
• Once only consisting of the original Dew flavor, Mt. Dew
now has close to ten different products, if not more.

3. The Challenge
• To find Mt. Dew’s audience.
• Over the years Mt. Dew has established its brand as a
drink for the fearless, the extreme and to those who
strive to stand out.
• With the increasing popularity of energy drinks tapping
into the same market of extreme sports Mt. Dew has
to take a different approach.
• Who drinks Mt. Dew?

4. The Audience
A “Dew Drinker” is someone that from on the outside
looking in you just don’t get them. They are dedicated
and passionate about things that one normally wouldn’t
dream of doing but deep down wish they were able to do.
HUH?
Age: 16+

5. The Strategy
To pair Mt.Dew with a new set of
unique social cultures that are not
mainstream at all.
Make the “social norm” want to be
apart of those social cultures or
wish they were.
Use viral web and social media
tactics to display three distinct
profiles of these “Dew Drinkers”.

6. The
How do you Dew
Campaign