2012 Winners & Shortlists

Results and Effectiveness

By addressing shortfalls in consumer needs and creating a community packed with content we successfully connected Dew Dudes with the brand. 330,000 fans in just 10 weeks. 20,000+ brand interactions, an engagement rate of 1.39% (Average 0.19%). Share of brand buzz increased from 6% to 93%! Associations of being a brand for ‘daring people’ increased by 18%. Average number of weekly servings nearly doubled from 4.6 to 8.1.

Creative Execution

Extreme-sports are top of a Dew Dudes ‘to do’ list – be it doing, sharing or watching. However, nearly all sharing/watching is Westernized – there are limited Arabic sources. Therefore, our idea was to connect with Dew Dudes by creating ‘Community’ and ‘Content’ that was 100% Arabic. Firstly, with 16m users across key markets, the obvious place for community building is Facebook. Therefore, we created the Dew Arabia fan-page – a place for fans to share and interact with Dew. Secondly, to provide exciting localized content we created Mountain Dew’s ‘Bravest Two’ - the regions first reality series for extreme-sports. Six pairs of friends were chosen to battle it out in six extreme challenges for the crown ‘Bravest Two’. All adrenaline-fuelled action was put in seven webisodes and supported with interactive content to keep fans engaged such as weekly polls and giveaways. We also spread the webseries beyond Facebook, placing it as ‘liquid content’ into programming on MBC Action and Rotana.

Insights, Strategy and the Idea

For many years Mountain Dew has inspired youth the World over to live their lives to the fullest and seek out exhilarating adventures. However, despite solid sales and market-share, key brand metrics dipped resulting in low affinity. Research shows the brand is associated with ‘taste’ and ‘value-for-money’. Positive perceptions maybe but, they do not represent the essence of Dew. Therefore, we had to educate/excite ‘Dew Dudes’ about the brand’s proposition to ignite deeper connections.