Mountain Dew and Friends Declare "This is How We DEW"

New national campaign for Mountain Dew features star-studded cast including Lil Wayne, Jason Aldean, Mac Miller, Dale Earnhardt Jr., Paul Rodriguez, Theotis Beasley and Danny Davis

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PepsiCo

Apr 16, 2012, 08:00 ET

PURCHASE, N.Y., April 16, 2012 /PRNewswire/ -- Mountain Dew (DEW) today announced the launch of a new creative campaign that enlists famous members of the DEW family to show the world what it means to "DEW you."

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The campaign features seven Mountain Dew family members – music stars Lil Wayne, Jason Aldean and Mac Miller, race car driver Dale Earnhardt Jr., skateboarders Paul Rodriguez and Theotis Beasley and snowboarder Danny Davis – and introduces the tagline "This is How We DEW."

Launching with a 30-second television spot that features the full cast of Mountain Dew family members, the campaign will also include radio and 15-second television ads and short digital videos featuring each of the seven individually.

"Mountain Dew is about being bold and having the confidence to 'DEW you,'" said Brett O'Brien, Vice President of marketing for Mountain Dew. "These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say 'This is How We DEW.'"

The new ad marks the first collaboration between Lil Wayne and Mountain Dew since the two announced a partnership during a live Young Money music showcase at the Austin Music Hall earlier this year. The partnership, known as the DEWeezy project, will officially kick-off next month and will include the creation of a skate park in New Orleans and additional advertising featuring Lil Wayne under the "This is How We DEW" banner.

About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on twitter @mtn_dew.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

SOURCE PepsiCo