Top
QUICK HITS

• Good news for effort: 'Puerto Rico is open for tourism — 100+ operational, 4K taking orders. All fully operational. Major tourism attractions Island-wide have been cleaned & restored.'
• Kelley McCormick is joining Under Armour in a newly created position as svp-corporate communications. She most recently was managing director for SKDKnickerbocker communications agency.
• MGM Resorts International said that its WNBA franchise will be called the Las Vegas Aces. The franchise was sold and relocated from San Antonio (Stars) as the city's second pro team (NHL's Vegas Golden Knights). Aces president of basketball operations and head coach is Bill Laimbeer.

POLL POSITION
BEST ALL-STAR GAME
 
pollcode.com free polls
KEEPING SCORE

Top-Sell NFL Jerseys Dick's Sporting Goods (Season to Date)

1. Carson Wentz QB Philadelphia Eagles
2. Dak Prescott QB Dallas Cowboys
3. Tom Brady QB New England Patriots

4. Ezekiel Elliott RB Dallas Cowboys
5. Von Miller LB Denver Broncos
6. Odell Beckham Jr, WR New York Giants
7. Antonio Brown WR Pittsburgh Steelers

8. Rob Gronkowski TE New England Patriots
9. James Conner RB Pittsburgh Steelers
10. Julio Jones WR Atlanta Falcons
11. Matthew Stafford QB Detroit Lions
12. Mitch Trubisky QB Chicago Bears
13. A.J. Green WR Cincinnati Bengals
14. Luke Kuechly LB Carolina Panthers
15. J.J. Watt DE Houston Texans

SOURCE: DICK'S SPORTING GOODS

BUY SELL

Top-Selling MLS Jerseys
1. Miguel Almirón
2. Bastian Schweinsteiger
3. Josef Martínez
4. Jordan Morris
5. David Villa
6. Clint Dempsey
7. Sebastian Giovinco
8. Kaká
9. Andrea Pirlo
10. Nicolás Lodeiro

SOURCE: MLSStore.com

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Tuesday
Mar312015

PepsiCo's Mountain Dew Gets Fast, Furious In $1B Brand's First Global Campaign

By Barry Janoff

March 30, 2015: The history of Mountain Dew soft drink traces back to the hills of Tennessee in the late 1940s, but is now a popular beverage among urban, suburban and rural consumers — especially among the cherished millennial demographic — to the tune of more than $1 billion in global retail sales.

Parent company PepsiCo is going back to the drink's roots but incorporating a fast and furious theme, using the classic "Do the Dew" tag line as its mantra for what was called the first worldwide marketing campaign in Mountain Dew history.

A major leg of the effort will be fronted by professional skateboarder Sean Malto and Olympic snowboarder Scotty Lago, both of whom represent Mountain Dew's close alliances with action sports and events such as the Dew Tour and video gaming competitions.

To up the energetic ante, the spots were directed by Justin Lin, whose resume includes three films in the Fast & The Furious franchise and the upcoming Star Trek 3.

"Do the Dew is more than just an advertising slogan for Mountain Dew — it represents the attitude of a community that really seeks to live life authentically,"  Simon Lowden, CMO for Pepsi Beverages North America, said in a statement. "True to what Dew Nation has come to expect from Dew we created the content for this global campaign with authenticity as our filter, and we can't wait for our fans to have a damn good time with it."

The multi-layer campaign is anchored by two commercials — long-form for Internet viewing and shorter versions for TV and in-cinema  – "Fireboard"  with Malto and "Directions"  with Lago. Both are described as showing how member of Dew Nation have "an extraordinary, exhilarating, damn good time."

Support includes print, outdoor, Internet and social media, as well as activations as Mountain Dew events such as sponsoring Florida Georgia Line's "Anything Goes Tour" this year.

We Are Blood, a skateboarding lifestyle film from Mountain Dew Green Label Films and Brain Farm, hits theaters in August.

Lead agency is BBDO, New York.

"Mountain Dew started off in the hills of Tennessee in 1948 and is now turning into a global phenomena." said Brad Jakeman, President, PepsiCo Global Beverages Group. "It's a truly authentic brand that has always lived by its own values Do the Dew means do what makes you happy and have a damn good time doing it."

According to PepsiCo, Mountain Dew and Diet Mountain Dew each generate more than a billion dollars in estimated annual retail sales

Sibling upstart Mountain Dew KickStart has marketing that features Russell Westbrook of the NBA's Oklahoma City Thunder..

Mtn Dew DEWshine, a non-alcoholic craft, clear citrus Dew made with real sugar, launched earlier this month with images tied to Mountain Dew's Tennessee roots and described as being "inspired by one of the backwoods' most honored legends (now) available legally for the first time."

According to Jakeman, "Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands. It enjoys unparalleled leadership positions in countries like Pakistan and India, as well as the United States, and is one of the few brands — in beverages and throughout the consumer goods space — that has no real competition. It is truly a category of one."

Jakeman said that launching the first Mountain Dew global integrated marketing campaign "is part of our commitment to reinvest in our top brands, and leveraging its scale and muscle will allow us to continue to build this powerhouse brand with the same passion and authenticity that the Dew Nation has come to expect of Mountain Dew."

Back to Home Page