As recently reported by The Wall Street Journal, Mountain Dew is reviving its famous “Do The Dew” slogan in a new global marketing campaign, which also features the latest collaboration in the Green Label Exclusives (GLX) program.
The Joester Loria Group brokered a deal for Mountain Dew to collaborate with skate brand GIRL to develop a signature capsule collection for Dew professional skateboarder Sean Malto. The limited edition collection included a custom skate deck, five panel hat, pocket tee and a wallet, all designed by artist Kevin Lyons.
The “Fireboard” global campaign features professional Dew skateboarder Sean Malto as he sparks a beach bonfire with the GLX skate deck.
The famous “Dew The Do” tagline first debuted 20 years ago and the brand hopes to capture the attention of a global, male, millennial audience with these new spots, which will air both on television and online.
PepsiCo hopes to grow the $9 billion Mountain Dew brand even further with this new marketing push. Most of that growth will come from markets outside the US including Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India. According to Beverage Digest, Mountain Dew is currently the third-biggest liquid refreshment beverage megabrand.
As Mountain Dew’s brand licensing agency, The Joester Loria Group will continue to build on the success of the GLX program. Stay tuned for new collaborations coming in 2015.