MOUNTAIN DEW SUMMER CAMPAIGN
CAMPAIGN OVERVIEW
THE CAMPAIGN CONTENT
Digital strategy built on the defined TA
Strong focus on Paid Social Media and balance between reach\engagement optimization
Unique OPL strategy and content to show off brand message and product benefit
Gaming focused content plan in order to strengthen relevance with core gen-Z
CAMPAIGN REQUIREMENTS
Refresh brand to drive appeal and strengthen relevance with core gen-Z
Retaining and reclaiming existing and lapsed consumers
Increase product awareness
Merge three main campaigns - 2 focused on the brand purpose to unleash the spirit of adventure, while the third one is more focused on the product benefit of being an incomparable refreshing drink.