For Mountain Dew, it’s always been about quenching people’s thirst for adventure, across generations and markets. So, when the time came to get Saudi Arabia’s Gen-Z more acquainted with this iconic drink, we knew we had to work on repositioning the brand. It was all about uplifting codes and messages so that they align with our target audience’s lifestyle.
More than just another brand trying to catch their attention, what Gen-Zs want is one more “bro in the pack” adding boldness to their group of friends. Our objective was thus to elevate dew’s role in the lives of the Saudi youth by pushing them to unleash their spirit of adventure. By doing so, we would be strengthening its role as the provider of great moments, thus increasing brand affinity and emotional connection.
We got inspired by the brand’s tagline, “Gawi Galbak”, which literally translates into “Be Bold”, and transformed into an anthem, collaborating with young Saudi artists and putting the song up for streaming on Anghami. The tune is catchy and acts as a perfect soundtrack to any adventure. We complemented it with a music video that goes a long way in conveying the brand essence: from its relatable cast to the amazing shots of urban settings and Saudi landmarks we featured throughout. The dynamic and fast-paced days of shooting were a celebration of life outdoors, which reflects in the end result.
The adventure continued on the brand’s social media platforms with cut downs of the anthems video taking Instagram, Facebook and YouTube by storm. They were complemented by a fully fledged content calendar that aimed to keep our target audience engaged and push them to explore and unleash their full potential.
Beyond the anthem and social media content, we also created an online activation for Dew, inviting select influencers to embark on an adventure of their own. We then gave their followers the opportunity to rediscover Dew and their country, all the while engaging and competing for the chance to win prizes that ranged from Dew merch to a special adventure for them and their friends.
We also created TikTok branded effects and a Snapchat lens, thus allowing visitors to check out the adventures suggested by the lens.
It’s safe to say that the campaign surpassed all expectations. By speaking the language of the Saudi youth and meeting them where their interests lie, we turned Dew into the buddy that was missing for their gang to become complete. The numbers speak for themselves, with close to 60 million impressions and a 76% positive sentiment, exceeding set benchmarks across all platforms.