Diving certificate:
- According to a press release, Mountain Dew is claiming Mountain Time as its own with a multi-channel campaign that supports its slogan “Do The Dew.”
- From August 27 through December 31, consumers who have entered their email address on a designated microsite and enter areas observing Mountain Time in any way can receive a free Mountain Dew upon revisiting the microsite.
- Additionally, the PepsiCo brand will reimburse five consumers for moving expenses for their move to the Mountain Time Zone and provide them with free Mountain Dew for a year through a TikTok sweepstakes. The campaign also launched with paid social media and outdoor advertising.
Diving insight:
Mountain Dew is putting a stronger focus on the joys of spending time outdoors with its latest campaign. The PepsiCo marketer is looking to embrace the Mountain Time Zone. The campaign is also boosting awareness of the brand’s decades-old slogan “Do The Dew,” which was recently revived with a new brand character, the Mountain Dude, a ’70s-inspired character with long hair, a flowing beard and a lime-green fur coat.
The brand’s latest campaign is inspired by StatSocial surveys that show that people living in the Mountain Time Zone are 6% happier than the average American. Accordingly, the marketer has geofenced the entire time zone and is offering a free Mountain Dew to anyone who crosses into that zone. From August 27 through the end of the year, anyone who crosses into the Mountain Time Zone can receive a free drink, provided they have previously registered through a microsite by entering their email address. Once consumers are in the Mountain Time Zone, they can revisit the microsite to redeem the offer.
The promotion, which also represents a great opportunity for the brand to gather first-hand data, is also supported by a TikTok sweepstakes called “Mountain Dew Hauls,” which will see five winners reimbursed for moving expenses for their move to the Mountain Time Zone. To enter, consumers must create a TikTok video explaining why they want to move and how they plan to enjoy the outdoors. Posts must include the hashtags #MountainDewHauls and #contest. Winners will have expenses covered up to $10,000 by the brand and will receive a year of free Mountain Dew and a welcome pack of Mountain Dew Outdoor Gear.
“With the great outdoors at the heart of everything we do, we want to encourage everyone to embrace the Mountain Time mentality by giving away free Mountain Dew to anyone who crosses the Mountain Time Zone,” said JP Bittencourt, vice president of marketing at Mountain Dew, in a statement.
The brand will also promote the campaign through paid social media and OOH ads, which will welcome consumers to the Mountain Time Zone with billboards on the Mountain Time Zone border and in prominent airports in those areas.
Other marketing efforts by Mountain Dew this year included the brand’s first Super Bowl ad in support of Baja Blast to celebrate the tropical-inspired flavor’s 20th anniversary. In addition, the brand launched two year-long rewards programs in March aimed at consumers interested in outdoor activities or gaming.
