Dive Brief:

• Mountain Dew is claiming Mountain Time as its own with a multi-channel campaign that supports its “Do The Dew” tagline, according to a press release.
• From Aug. 27 through Dec. 31, consumers who have entered their email into a designated microsite and cross into areas which follow Mountain Time, regardless of the means, can obtain a free Mountain Dew when they revisit the microsite.
• Additionally, the PepsiCo brand will reimburse five consumers’ moving fees to relocate to the Mountain time zone and provide free Mountain Dew for a year via a TikTok sweepstakes. The campaign also kicked off with paid social and out-of-home ads.

Dive Insight:

Mountain Dew is deepening its focus on enjoying time spend outdoors with its latest campaign, which sees the PepsiCo marketer looking to make the Mountain time zone its own. The effort also brings additional awareness to the brand’s decades-old “Do The Dew” tagline, which was recently reinvigorated with a new brand character, the Mountain Dude, a ‘70s-inspired figure with long hair, a flowing beard and a lime-green fur coat.

The brand’s latest campaign is inspired by StatSocial research indicating that people who live in the Mountain time zone are 6% more cheerful than the typical American. Accordingly, the marketer has geofenced the entire time zone and is offering those who cross into it a free Mountain Dew. From Aug. 27 through the end of the year, anyone who crosses into Mountain Time can score a free beverage so long as they previously registered via a microsite by entering their email. Once in Mountain Time, consumers can revisit the microsite to redeem the offer.

The effort, which also represents a major opportunity for the brand to gather first-party data, is also being supported by a TikTok sweepstakes coined “Mountain Dew Hauls” that will reimburse five winners’ moving fees to relocate to the Mountain time zone. To enter, consumers must create a TikTok video explaining why they are looking to move and how they plan to enjoy the outdoors. Entries must include the hashtags #MountainDewHauls and #contest. Those who win will have costs up to $10,000 covered by the brand in addition to receiving free Mountain Dew for a year and a Mountain Dew Outdoor Gear welcome package.

“With the great outdoors at the core of everything we do, we want to encourage everyone to embrace the Mountain Time mindset by giving away free Mountain Dew to anyone who crosses into the Mountain Time Zone,” said JP Bittencourt, vice president of marketing at Mountain Dew, in a statement.

The brand will also promote the campaign via paid social and OOH ads, the latter which will welcome consumers into the Mountain time zone with billboards on the border of Mountain Time and in prominent airports in such areas.

Additional marketing from Mountain Dew this year has included the brand’s first Super Bowl ad in support of Baja Blast to celebrate the tropical-themed flavor’s 20th anniversary. Additionally, the brand in March launched two yearlong rewards programs that target consumers interested in the outdoors or gaming.