Mountain Dew

Outside of the USA, Mountain Dew has a very distinct positioning; communicating to a specific male consumer group, in a handful of Middle Eastern and Asian markets. These markets often run large thematic campaigns that rarely translate across channels and don’t represent the experience of product.

We were briefed to create a new suite of hard-working, modular assets—both static and motion—that would flex across media, communicating Mountain Dew’s taste and refreshment credentials, whilst allowing for maximum localisation.

I led the creative team that developed the strategy and execution of the assets and accompanying toolkits.