THE CHANGE THAT MATTERS

Mountain Dew needed to appeal to a new generation of outdoor enthusiasts by reclaiming its mountain equity.

THE WORK

Mountain Dew became the first brand in the world to sponsor a time zone – geofencing 700,000 sq miles to welcome everyone in with a free Dew and turning its mountain roots into national news.

THE IMPACT

The campaign generated a 178% increase in interest for mountain time, achieved 100% positive sentiment, and boasted the best performing Mountain Dew redemption rate ever.