Mtn Dew – Digital Repositioning

Reshaping Mtn Dew brand
by adding a cherry of innovation
on top of all things digital.

Hyping

DoTheDew

Back.

In 2015 Mountain Dew was bringing their infamous "Do The Dew" tagline back from the 80's. But this time around it should be wrapped around a long term lifestyle program. — Moving from a simple tagline to a "way of life" inspired by the brand itself.

To create a smooth transition to a lifestyle brand, the challenge was to find a clear micro demand space for the new positioning —A white spot within such cometitive spectrum where the brand could live in and still have relevance.

A fully integrated campaign that involved multiple agencies and partners brought together a series of TVCs, Print Ads, Social, PR activations, Events and Digital.

Firstborn's role was simple at first. As the Digital AOR, the agency should expand and find ways to explore opportunities and channels that the new positioning could act as an instigator.

We went beyond that. By separating the day-to-day tactics from long term initiatives we added a layer of innovation to the brand in the digital landscape.

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— THE NEW MOUNTAINDEW.COM —

A mobile-first experience for a mobile-first world.

— CASE STUDY VIDEO —

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The current MountainDew.com by that time had 2 million visitors per year which 85% were new and 46% used mobile devices.

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— MOBILE MOTION DEMO —

— DESKTOP MOTION DEMO —

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Within the first three months after
we launched the new MountainDew.com
the hub received over 83% of its visits
coming from mobile. 

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— THE DEW VR PLATFORM —

Turning Dew fans from passive spectators into full-on participants.

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The Dew VR is all about the forbidden,
the remote access to adventures that
might not be possible without
future-forward technology. 

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— MTN DEW TRANSLOOK COOLER —

Finding new ways for fans to interact with the brand.

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Fans can interact with the
multi-touch screen to transform
reactive animations in realtime.

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— DIGITAL CAMPAIGNS —

Driving awareness for regular Dew and new products.

— RICH MEDIA DISPLAY —

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Working with an inter-agency
team for Mountain Dew, we created campaigns to drive awareness on
DEW’s digital channels.

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In 2015 Mtn Dew was nomiated
one of the Hottest Digital
Marketer of the year.

— by ADWEEK —

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— CREDITS, HONNORS & AWARDS —

CREATIVE TEAM

CREATIVE DIRECTOR
Flavio Vidigal

ECD
Dave Snyder

ACDs
Bruno Perotto
Jonathan Kim

ART DIRECTORS
Camiel Flohr
Alvin Groen
Diego Miguel

DESIGNERS
Edwin Garza
Prabhu Kandavelu

COPYWRITERS
Elizabeth Entenman
Sam Isenstein

STUDIO & CONTENT

EXECUTIVE PRODUCER
Seth Tabor

HEAD OF PRODUCTION
Will Russel

SENIOR PRODUCER
Jillian Likens

LEAD VFX ARTIST
Bruno Ferrari

MOTION GFX DIRECTOR 
Michal Z. Kuzmich

MOTION GFX ARTISTS 
Rachael Goeun Park
Erica Hu

LIVE ACTION & EDITING
Emily Sheskin
Amy Adair

ACCOUNT & STRATEGY

SVP, STRATEGY & ANALYTICS
Eugene Chung

SENIOR STRATEGIST 
Scott Fogel

PROGRAM DIRECTOR
Katie O’Brian

VP OF PRODUCTION
Chrystinue Cho

EXECUTIVE PRODUCER
Chris Grey

PRODUCERS
Tyler Watamanuk
Andrew Schlanger
Jen Chackman 

DEVELOPMENT & TECHNOLOGY

TECH DIRECTOR
Chuck Masucci

CREATIVE DEVELOPERS
Zeh Fernando
Rick Van Mook
James Deagle
Riccardo Bellingeri
Florian Zumbrunn
Roel Kok

​CREATIVE THECHNOLOGIST
Anthony Tripaldi

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Created, Produced and Developed at  f i r s t b o r n

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