Mountain Dew: Conquering the mountain within

Mountain Dew, a soft drink brand produced by PepsiCo, increased awareness and preference among millennials in India by launching a film with an extreme sports athlete that saw him tackle the most dangerous peak in the world.

Marketing Objective

Mountain dew had build a platform of Real heroes to connect with aspirational youth from Hindi heartland. This had helped improve brand metrics (44 points vs. previous year) and business growth (+20% 2016 HI vs. 2015 HI)

By 2018, fatigue had begun to sink in (Business Growth -1% 2017 HI vs. 2016 HI). Brand Equity (40 point growth 2017 vs. 2016) Also, Social media was abuzz with inspirational stories and every second Whatsapp forward was around a jaw dropping feat. The same stories were no longer giving us the needed cut-through.

We needed to increase relevance and distinction...

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