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Mountain Dew Kickstart
Mountain Dew: It All Starts With a Kick

RAN IN: United States, Canada

CLIENT
PepsiCo

Greg Lyons, Senior Vice President of Marketing - Mountain Dew and Energy
Rosemarie Iannucci, Marketing Director
Justin Song, Brand Manager

AGENCY
BBDO New York *Lead Agency

David Lubars, Chairman/Chief Creative Officer
Lauren Connolly, EVP, Executive Creative Director
Ladd Martin, _EVP, Worldwide Senior Director
Nick Smatt, Planner
Kylie Halperin, Account Director


OMD

Brad Valeri, Group Planning Director


VaynerMedia

Sara Giles, Account Director


SUMMARY

With Netflix so good and video games so entertaining, the pull of the couch has never been greater. Enter Mountain Dew Kickstart, a new drink combining DEW, juice, and caffeine. It gives young guys just the kick they need to get off the couch and have some fun. We promoted this pre-partying drink throughout 2015. And in the process, we helped it exceed every objective - even against the backdrop of a declining soft drink category.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;RADIO;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TV;Sponsorship (TV);Spots (TV);Custom TVC – Created by Comedy Central

Audience: Young Men (20-35)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English