Dive Brief:

• PepsiCo brand Mtn Dew is partnering with NASCAR driver Dale Earnhardt Jr. on a campaign to raise awareness about Team Rubicon, a nonprofit that pairs the skills and experiences of military veterans and first responders to serve communities impacted by disaster, according to a news release.
• Earnhardt is narrating a national TV spot under than brand's "Do the Dew" initiative that encourages consumers to support Team Rubicon. There will also be a Mtn Dew x Team Rubicon "paint out" on Dew partner Chase Elliott's No. 9 Chevrolet during the Clash at Daytona event on Feb. 10.
• The campaign includes limited-edition camouflage Mtn Dew x Team Rubicon cans and bottles. Fans who donate to the effort can earn rewards and exclusive gear, such as T-shirts, backpacks and sleeping tents, or redeem Dew Nation Reward points. The biggest Team Rubicon supporters could earn a race-day experience with Dale Earnhardt Jr. Mtn Dew is also donating $1 million to Team Rubicon.

Dive Insight:

Mtn Dew is teaming up with its longtime spokesman Dale Earnhardt Jr. for a cause-driven campaign that encourages fans to take an action and support Team Rubicon. The campaign could appeal to NASCAR fans and help Mtn Dew build brand awareness with the group. Offering rewards points and exclusive gear in exchange for donations might encourage fan engagement and expand the campaign's reach, and could drive sales or attract new rewards members for longer-term loyalty.

The Mtn Dew x Team Rubicon messaging and donation drive could resonate with consumers, who are expecting brands to take a stance on social issues and support important causes. Younger generations, highly sought-after groups for soft drink brands, are especially willing to support brands that strive to make a positive impact on society. Among Gen Zers, who influence around $4 billion in discretionary spending, more than 50% say that knowing a brand is socially conscious influences their purchasing decisions, according to research by MNI Targeted Media.

Mtn Dew is taking its cause-focused efforts a step further by embracing a patriotic theme that highlights the dedication of military members and first responders. The campaign should resonate, as consumers across age demographics — including 53% of millennials, 42% of Gen Z, 68% of Gen X and 85% of baby boomers — consider themselves to be patriotic, according to Brand Keys research.

Patriotism is often a winning brand strategy. Jeep recently racked up more than 100 million online views for its new "More Than Just Words" campaign that was linked to the Super Bowl, but didn't air during the game. The commercial featured the "Star Spangled Banner," along with a diverse cast of Americans and historic footage of iconic American moments.