PepsiCo product Mountain Dew (DEW) today announced the launch of a new creative campaign that enlists famous members of the DEW family to show the world what it means to “DEW you.”
The campaign features seven celebrities – music stars Lil Wayne, Jason Aldean and Mac Miller, race car driver Dale Earnhardt Jr., skateboarders Paul Rodriguez and Theotis Beasley and snowboarder Danny Davis – and introduces the tagline “This is How We DEW.”
Launching with a 30-second television spot that features the full cast of Mountain Dew family members, the campaign will also include radio and 15-second television ads and short digital videos featuring each of the seven individually.
PepsiCo is increasingly inviting celebrities to promote its products. Paula Patton, actress and star of Mission Impossible: Ghost Protocol, served up first sips of new Pepsi NEXT recently, fueling the “Drink it to Believe it” momentum on the West Coast following actress Eva Longoria’s New York appearance. (Read and Watch: After Eva Longoria, Paula Patton Sips Pepsi NEXT)
“Mountain Dew is about being bold and having the confidence to ‘DEW you,’” said Brett O’Brien, VP of marketing for Mountain Dew. “These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say ‘This is How We DEW.’”
The new ad marks the first collaboration between Lil Wayne and Mountain Dew since the two announced a partnership during a live Young Money music showcase at the Austin Music Hall earlier this year.
The partnership, known as the DEWeezy project, will officially kick-off next month and will include the creation of a skate park in New Orleans and additional advertising featuring Lil Wayne under the “This is How We DEW” banner.