According to the New York Times, “the drop in soda consumption represents the single largest change in the American diet in the last decade.” Health and wellness is an enduring trend driving declining sales for all big cola brands. As Mountain Dew’s Digital AOR, our challenge is to harness the power of digital to not only help DEW survive in this new environment, but to drive category-defining growth.
Working with the DEW brand team, we help unlock growth and volume for DEW in a way that continues to disrupt industry norms—from creating a mobile-first experience and dynamic home for the brand in MountainDew.com, to bringing DEW fans closer to the action-sports and icons they love through immersive Virtual Reality experiences.
We reshape the brand through digital innovation across all of their owned properties and marketing initiatives including any future-forward channels like mobile at retail and branded content
Our charge is to ensure that digital remains at the forefront of everything the brand does—while also staying true to the brand’s values and its target consumers.
By targeting “big bet” opportunities that align with the brand’s campaign calendar, and expanding our role in specific areas of the business ripe for digital, we helped DEW become the #1 flavored carbonated soft drink in the U.S. Impressive results for sure, but even more notable since the category in general is experiencing decline.