Campaign details

Brand: MTN DEW® AMP® GAME FUEL® / Mountain Dew
Lead Agency: OMD and Zero Code
Region: North America


Mountain Dew has a meaningful history with gamers and esports, launching the Mountain Dew League in 2016 to give amateur gaming teams a platform to compete at the professional level. Mountain Dew League had previously piloted Game Fuel as a Limited Time Offer (LTO), resonating with gamers through co-branded gaming partnerships. Introducing MTN DEW® AMP® GAME FUEL® (MDAGF) as an endemic brand (not an LTO) to over 40 million esports fans in the US and 380 million globally, who share the competitive spirit of gaming, posed quite the undertaking!

The product was developed with gamers in mind. It is specially crafted with theanine, caffeine and vitamins, which in combination have been shown to improve accuracy and alertness. The can includes resealable technology, and tactile grip to keep tech and hardware dry and maintain focus during gaming.