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Mountain Dew Kickstart
Mtn Dew Kickstart Comes Alive

RAN IN: United States, Canada

CLIENT
PepsiCo

Greg Lyons, Senior Vice President of Marketing
Rosemarie Iannucci, Senior Brand Manager

AGENCY
BBDO New York *Lead Agency

Dan Kelly, Assoc. Creative Director/Copywriter
David Lubars, Chief Creative Officer
Ladd Martin, EVP, Worldwide Senior Director
Brit Browning, Planning Director
Patrice Reiley, VP, Account Director
Todd Rone Parker, Assoc. Creative Director/Art 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 during the pre-game festivities of the countrys biggest sporting event. 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: Branded Content, Consumer Involvement/User Generated, Events, Interactive/Online, Social Media, TV

Audience: Young Men (20-35)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English