Case Study

Bringing the Dew to You

Delivering a memorable brand experience for one of the USA’s biggest drinks brands, introducing it to an entirely new market.

Blue dot grid

The results:

1 million

samples distributed

Delivering relevance and authentic audience engagement

12

European skaters competing over 3 legs

3World
class
judges

Green dot grid Green dot grid

The challenge:

Recruit new audiences by aligning with a passion point of theirs in a relevant and authentic way and introducing Mountain Dew to the masses.

What we did:

We were tasked with recruiting new Gen Z fans to the brand by collaborating closely with our client and other agencies.

We noticed that the audience was becoming increasingly interested in skateboarding culture, so we created a series of skateboard-inspired activations that tapped into this passion point.

Our empathy for the audience and drawing on the success of the Dew tour by visiting the Netherlands leg of the tour in Amsterdam when we met with the EMEA team and worked with them on how to successfully run the tour in the UK, this taught us to create experiences that were aligned with the global strategy and felt truly relevant to their lifestyle and interests.

We organised a Dew Tour street skating event in which three professional skateboarders from the United States came to interact with the audience and judge the competition, providing an authentic experience for the audience.

We also created a three-festival half-pipe competition to expand the consumer base and engage the masses. Inviting the top 12 European half pipe skaters to compete in a competition that will take them to Board Masters, Love Box, and Liverpool, where they will skate on Europe’s largest mobile half pipe.

Other case studies from iD

Speak to an expert




    Blue dot grid