In a campaign that pairs "Do The Dew" with a new brand persona known as the Mountain Dude, Mountain Dew became the most recent marketer to breathe new life into an enduring slogan.

According to JP Bittencourt, vice president of marketing at Mountain Dew, the initiative is a playful means of increasing consumer attention, affinity, and awareness for the PepsiCo-owned soft drink brand.

According to Bittencourt, "Do the Dew" has been in business for more than thirty years. He stated that the launch of the new campaign and brand direction, which focused primarily on getting people off their butts and having a fantastic time, was a great idea, especially during the height of summer.

The new campaign consists of two 30-second spots that open with bored customers lounging on donkeys while utilizing iPhones and virtual reality headsets. He's the Mountain Dude, a swaggering man with an appearance reminiscent of the 1970s, a long beard, long hair, and a lime-green fur coat. After cracking open a Mountain Dew and taking a sip, customers are taken to the mountains, where they play pickup football with rams and kickball with yetis. 

The campaign features 15- and 6-second commercials across linear television, premium online video, social media, digital, and out-of-home channels, in addition to the 30-second advertisements. Goodby Silverstein & Partners, who also worked on the brand's Super Bowl commercial for its Baja Blast flavor, developed the campaign.

Customers may anticipate seeing the Mountain Dude come to life in a number of immersive real-world experiences throughout the remainder of this year and the following. With the help of the character, Mountain Dew may increase its cultural relevance through more deliberate marketing campaigns or more spontaneous ones.

Mountain Dew has included gaming and the outdoors into its marketing identity for a long time. The company introduced two year-long rewards programs earlier this year, aimed at customers who are interested in both areas. The activities are expanded upon in the current campaign.