Mountain Dew has put a proverbial stake in the ground, laying claim to “ownership” of the Mountain Time Zone in a new campaign.
Dubbing it the “Official, Unofficial Time Zone of Mountain Dew,” the brand is encouraging audiences to embrace the mountainous region and the great outdoors with an activation featuring a geo-targeted promotional giveaway.
From Aug. 27 through the end of the year, all consumers who register on a dedicated campaign landing page can claim a free Mountain Dew once they cross over into Mountain Time -- regardless of what form of travel they take to get there.
A promotional sweepstakes can also help those who want to move to the area. Through a “Mountain Dew Hauls” activation, the brand is offering to reimburse five sweepstakes winners for the cost of moving fees to relocate within the time zone (up to $10,000). Winners will also receive a years-supply of the beverage, and a welcome package of Mountain Dew-branded outdoor gear.
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The campaign also includes a promotional “Welcome To Mountain Time” video, paid social and OOH.
Consumers who cross into the time zone will be welcomed by the brand and “The Mountain Dude” -- the character it introduced with the recent launch of this summer’s “The Mountain Is Calling” campaign -- with billboards on the border of adjacent time zones, and in prominent airports within the time zone (which includes both Denver and Phoenix).
According to PepsiCo, there are reasons the area is a good fit, beyond the obvious mountain moniker match. The time zone includes the span of the Rocky Mountains from British Columbia down to Arizona, and is known for its access to outdoor recreational activities. That fits with the brand’s “The Mountain Is Calling” campaign, which focuses on breaking up the monotony of sedentary, screen-filled days with activities outdoors with friends.
The Mountain Dew brand has been a major focus for PepsiCo this year, including a Super Bowl ad starring Aubrey Plaza promoting the release of the Baja Blast flavor as a year-round offering. Mountain Dew also partnered with 7-Eleven on a trio of limited-release flavors for the summer season, and introduced brand character “The Mountain Dude” (which pays obvious homage to Jeff Bridges “The Dude” character in “The Big Lebowski) in its “The Mountain Is Calling” ad.
Despite the campaign’s focus on the Rocky Mountain region, Mountain Dew’s roots lie in a different mountainous area. The soft drink was initially developed in Tennessee as a mixer to be blended with whiskey and other spirits; its brand name was taken from the slang word for homemade whiskey or moonshine.