- Mountain Dew is launching a campaign noting its near-80-year history, while paying homage to the country’s upcoming 250th birthday.
- The new effort, from Goodby, Silverstein & Partners includes a television commercial (as well as the Mountain Dude character introduced in 2024) and limited-edition packaging renaming the product “American Dew.”
- The campaign also includes a sweepstakes, in which the brand will give away multiple $250 cash awards to consumers in honor of the country’s milestone.
The new commercial pays cheeky homage to the brand’s origin story. As a group of twentysomethings hikes through the mountains for some recreation, one of them remarks that he did not know Mountain Dew traced its history to 1948. “It’s been a good time for a long time,” remarks the Mountain Dude.
Upon opening the can, the young man is transported to Tennessee, circa 1948, where two brothers who invented the soda are selling bottles out of their truck. Looking to diffuse the shock of the crowd upon having a time-traveler in their midst, the young man begins playing a funky groove on an upright bass, kicking off a mountain party.
“Since 1948, Mountain Dew has been defined by a bold, unapologetic taste born in Tennessee,” said Michael Smith, vice president for Mountain Dew marketing at PepsiCo, in a statement provided to Brand Innovators. “An American Original – Tasting Great Since ’48 is our tribute to where we started—and to the fans who’ve carried the brand forward for nearly 80 years. American Dew is a tangible celebration of that story, created to mark this moment in a meaningful way.”
The commercial features a glimpse of the new limited-edition packaging, which replaces the word “Mountain” with “American” and features red, white and blue coloring. The limited edition packaging will be available nationwide beginning on April 20.
