Mountain Dew: It Doesn't Exist Until You Do It

Mountain Dew, the carbonated soft drinks brand, sustained growth in Malaysia with a campaign that encouraged co-creation with its audience.

Agency: Dentsu Malaysia

Campaign Strategy

When Mountain Dew launched its "Neon" campaign back in 2015, its successful launch rocketed its sales to its highest level ever, and that level has maintained ever since. To beat the odds of a declining category, the need to sustain volume and sales was more crucial. Mountain Dew, with the mantra "Do the Dew", needed to ride against the wave of a declining Category

By the end of March 2016, the competitive CSD (carbonated soft drink) category was in total on a decline. The only brands that were growing in the Category were Fanta...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands