Mountain Dew Kickstart comes alive

This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".

Mountain Dew Kickstart comes alive

Mountain Dew recently launched Mtn Dew Kickstart, a drink that combined DEW, juice, and caffeine. Armed with an insight that "staying in is the new going out", we positioned Mtn Dew Kickstart as a "pre–game drink"...