- Mountain Dew is refocusing its brand around its longtime tagline, “Do the Dew,” and introducing a new spokes character, “The Mountain Dude,” to do it.
- The new character, a burly, bearded mountain man, is meant to embody the brand as an “ultimate fan and champion of doers,” according to the brand. In new television commercials for the brand, the character is depicted as shaking young people out of their staid routines to live their lives by playing sports in mountainous territories.
- The new campaign’s commercials will run in :30, :15, and six-second iterations across linear television, premium online video, social and digital media and out-of-home. In addition to the TV commercials, the Mountain Dude character, who is meant to be the embodiment of the brand, will appear in real-world, experiential and cultural moments throughout the year and into the next.
Mountain Dew’s “Do the Dew” tagline came out more than 30 years ago and helped the brand become synonymous with those seeking to have “extreme” experiences in life. With the new campaign (and particularly through the introduction of the new character), the brand is looking to shift the meaning a bit to focus on good times and fun with friends.
“As the ultimate Mountain Dew fan, the Mountain Dude’s message is clear – live life to the max, gather with friends and enjoy the refreshing citrus kick of Mountain Dew,” said JP Bittencourt, VP of Marketing at Mountain Dew. “He is always down for a good time and is here to motivate others so that they join in the fun.”
The new commercials depict just that. In them, young people are depicted sitting on donkeys staring at electronics when the Mountain Dude enters to tell them of a saying that they have “on the Mountain”: “Get off your ass.” As they take a swig of Mountain Dew, they are instantly transported to a kickball game in a mountain meadow, where the abominable snowman creates an avalanche by kicking a ball into a far-off mountain. (In another spot, they are transported to the same meadow where they play football against some literal mountain rams.)
“We know our consumers are always seeking the next big adventure,” Bittencourt said. “‘Do the Dew’ is all about getting outdoors and living life to the fullest and we want to inspire everyone to answer the call and seize the moment.”
The Mountain Dude is meant to be the embodiment of the brand’s attributes, Bittencourt said. As such, the company took care in developing his entire persona, from his clothing to his attitude to his language, to ensure they were all reflective of the brand.
“We wanted to connect to that refreshing kick consumers get from their Mountain Dew, as well as inspire our fans to get outside and just have a damn good time,” Bittencourt said.
