Mountain Dew, Dale Jr. Team With Team Rubicon For Awareness, Support, Marketing
Thursday, February 7, 2019 at 06:19PM in Ad Campaigns, Dale Earnhardt Jr., Daytona 500, Mountain Dew, Team Rubicon, ad caampaigns

By Barry Janoff

February 7, 2019: Team Rubicon, an international non-government organization founded by U.S. Marines William McNulty and Jacob "Jake" Wood, which has been deploying military veterans and first responders to serve communities impacted by disasters since 2010, has a new partner.

Mountain Dew is teaming up with Team Rubicon to support and spread the word about its efforts, and is bringing Dale Earnhardt Jr. — already a Team Rubicon supporter — along for assistance.

The brand said it would launch the partnership with a $1 million donation to Team Rubicon's efforts, and support with a multi-media campaign, including a dedicated TV spot, digital, social media, POP, products and presence at the Daytona 500.

"Team Rubicon is an extraordinary organization, and we are honored to partner with them and leverage our platform to raise awareness of its mission to aid in disaster-stricken areas," Nicole Portwood, vp-marketing, Mountain Dew, said via the brand.

"The volunteers of this great organization, many of them military veterans, continue to serve our country through disaster response teams. They are the true embodiment of what it means to 'Do The Dew,’ and we want to fuel that fire in all of Dew Nation to support this worthy mission."

The national TV spot – “Do The Dew Abroad and Home With Team Rubicon,” voiced by Earnhardt Jr. – under the brand's Do The Dew umbrella campaign, focuses on Team Rubicon’s mission and has a call-to-action for viewers to participate and support.

“Do if for those who need your help,” says Earnhardt Jr. “Mountain Dew is proud to support the efforts of Team Rubicon.”

At retail, limited-edition camouflage Mountain Dew x Team Rubicon cans and bottles are available while supplies last where Mountain Dew is sold.

At the Daytona 500, a Mountain Dew x Team Rubicon paint out will be part of the design on Dew partner Chase Elliott's No. 9 Chevrolet during the race (Feb. 10).

Earnhardt Jr. is scheduled to travel with Mountain Dew to a Team Rubicon worksite in the Florida Panhandle to work alongside volunteers rebuilding a community that was ravaged by Hurricane Michael in 2018.

According to Earnhardt Jr., "Natural disasters have hit close to home for me  — like Hurricane Florence's impact on the Carolinas. Team Rubicon was there to support and rebuild those affected areas, and I'm proud to team with Mountain Dew to support its mission.”

Exclusive Team Rubicon and Mountain Dew x Team Rubicon gear is available by donating to Team Rubicon or redeeming Dew Nation Reward points from participating products at a dedicated Web site.

During the promotion, running now through March 24, people who make a monetary donation to Team Rubicon at the Dew Nation Rewards Team Rubicon store can earn exclusive Mountain Dew x Team Rubicon rewards and gear, including T-shirts, backpacks, sleeping tents and fhe opportunity to score a race-day experience with Earnhardt Jr.

According to Team Rubicon’s Jake Wood, "Dew’s contribution will enable us to train more volunteers in critical skills, respond to more disasters around the world, and help more people on their worst day.

“Like Team Rubicon, we know Dew Nation has a bias for action and we're excited to see how they'll step up to match Dew’s $1 million commitment to our mission."

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