Mountain Dew has become fully ingrained in the world of action sports. Now they've announced plans to change their advertising.
Every so often, a great marketing campaign comes along that is so in touch with society that it almost helps define it. Now one of those campaigns is coming to an end. I read a press release this morning from Brandweek.com that Mountain Dew is changing their slogan and advertising style.
Mountain Dew carved a niche for itself with the youth culture in the 90's when "extreme sports" where still outside the mainstream. In 1993 the "Do the Dew" campaign, paired with edgy, fast-paced commercials cemented Mountain Dew as one of the top drinks for young people around the world. Through their sponsorship of the X Games and the Dew Action Sports Tour, Mountain Dew became synonymous with all things edgy.
Well, as we all know the whole concept of "extreme" has been overdone (every company makes an extreme something-or-the-other these days). Now Mountain Dew is ditching the "Do the Dew" campaign and all things extreme to come up with a new campaign to update their image, while maintaining a focus on active adventurous people. Will they be able to do that without alienating their core fan base? Will the commercials be near as much fun? Come on Mountain Dew, make us proud. Just Dew it!
