Dive Brief:
- The famous "Do the Dew" slogan is making a comeback for Mountain Dew's first-ever global marketing campaign.
- The PepsiCo brand, will run two TV and online spots featuring professional skateboarder Sean Malto and professional snowboarder Scotty Lago.
- The campaign, also including print, out-of-home, and other digital content, will be in almost all markets where Mountain Dew is sold: Asia Pacific, Canada, India, Latin America, the Middle East, and Western Europe.
Dive Insight:
Soda consumption in the U.S. has declined for 10 consecutive years, according to data from Beverage Marketing Corp. The decline in U.S. sales is spurring a movement to market Mountain Dew globally.
The "Do the Dew" phrase, common in American households since its premiere 20 years ago, is "really about being an instigator and making things happen. ... It's more about enjoying the moment you're in," said Simon Lowden, senior vice president and chief marketing officer of Pepsi Beverages North America. The company is banking on it taking hold in other markets. In the U.S. the slogan has a certain nostalgia that could help the campaign, but it is unclear whether soda just might be on the way out as a staple of the American diet.
