“Do the Dew” Ad Campaign Changed the Brand (and the World)

Before the “Do the Dew” campaign began in 1992 Mountain Dew was primarily known as a country boy drink, but the in-your-face branding campaign dramatically changed that, pushing Mountain Dew into a pioneering role in sponsoring extreme sports (such as the nascent X-Games). The role continued to mushroom as they began the Dew Tour, released the snowboarding documentary First Descent in 700 theaters nationwide, and opened the Dew Underground television studio. Here is the behind-the-scenes story of one of the most successful sports branding campaigns in history.

How they Dew it

SportsBusinessDaily.com, 2.25.13