Mountain Dew
Global
At TracyLocke I led creative for Pepsico’s global flavor brands. We launched Mountain Dew to the world, dominating the category and propelling Mountain Dew to become PepsiCo's fastest-growing brand, now valued at over $9 billion.
More than any other soda, Mountain Dew transcends intrinsics to be a true lifestyle brand. We created the brand territory of “where passion meets expression” and kicked it off with the “Neon” campaign, where the long-neck bottle’s distinctive shape and color acts as a portal to the Dew lifestyle.
“Neon” core visual treatment. Here the iconic neon-green long-neck bottle was used as a portal to creativity and self expression.
In different regions, the Neon design could flex into culturally relevant forms of self-expression, ranging from action sports and gaming to music and street art
Launch digital video featured renowned U.K street artist Jimi Crayon bringing the Neon visual to life on the streets of Los Angeles.
We helped define what the brand stood for and created a gorgeous limited-print brand book to tell the story, as well as digital versions.
We developed tons of assets for use on social and digtal across the globe.
B-roll footage of production became brand assets for YouTube + social, for passionate fans.
We brought the Dew Tour to the globe with events in Amsterdam and Dubai.