There’s no feeling like doing
That’s what Mountain Dew wants you to spring to your mind when thinking of its soda. While the brand has been focusing on the action of doing, it lanced a new campaign that is supposed to ‘explore and expose doing it’.
By ‘doing it’, Mountain Dew is referring to the joy of actually do a crazy activity like skydiving, instead of sitting on your butt and watch someone skydiving on the TV. The senior director of marketing explains the campaign: It was based on the insight that "it's not the action itself that drives people to pursue exhilarating activities, it's the feeling of doing it," and that there is "an actual release of chemicals that triggers a euphoric sensation when you're doing something exhilarating."
Mountain Dew tried to capture this euphoric high feeling people get when doing exhilarating things, in its new spot. In these 30 seconds, a skateboarder is demonstrating something while leaping over a car in slow motion, with soothing classical music on the background. Afterwards, the skateboarder drinks a Mountain Dew to enjoy this euphoric feeling. An exciting campaign, even though it seems like it isn’t a very unique selling since Red Bull for example is also associated with extreme and euphoric actions.
However, Mountain Dew added something new to it. The brand is adopting its first mobile strategy by using Snapchat, Facebook Live, Facebook Video, Instagram Stories & Twitter to reach out to the costumers and ‘challenge’ them to visualize the feeling of doing it on one of these media.