Mountain Dew sides with hyper youths

PEPSI  OMD  BBDO

Hong Kong - Pepsico Beverages has launched its Mountain Dew soft drink in Hong Kong and will associate the brand with extreme sports.

A locally adapted TV spot featuring teens in controversial acts has launched, with one showing teens sliding down a carpark on their skateboards and another without the controversial act.

While the US uses the slogan, "Do the Dew", the local version is loosely translated as "Dew - that's what we call the real soft drink" aimed at creating more excitement to the brand.

The drink associates itself with extreme sports such as wakeboarding and racing targeting teens and youngsters.

The campaign include TV spots and a program sponsorship on J2 channel to be rolled out later this month.

The TV campaign is supported by billboard advertising in Mongkok and Causeway Bay including print ads in youth magazines such as Milk, New Monday and Face.

Caroline Chan, general manager for OMD Hong Kong said as it's a new product, free sampling will also be distributed on Saturdays in high traffic areas such as Causeway Bay, Mongkok, Tuen Mun, Shatin and Yuen Long for product trial.

She said there was very good response when free sampling was conducted in Causeway Bay last Saturday. 

A one minute segment was broadcast on Metro Radio to interview youngsters of their response to Mountain Dew with invitation to participate in the coming weeks.

Chan said a second phase in the form of online viral campaign will roll out later.

OMD Hong Kong is responsible for all media activities while BBDO Shanghai handled local adaptation of this campaign.

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