Mountain Dew: Mayhem Mountain

Supercharging Mountain Dew’s most anticipated launch in years

For a fanbase continuously searching and asking for for newer, faster, more sensory highs, we had to match that intensity when launching Dew’s first new flavour in years. 

In the spirit of Takeshi’s Castle and Wipeout, we created “Mayhem Mountain”, a hyper-stimulatory game show that epitomized the mouthful of mayhem that is a sip of Major Melon.

The campaign exceeded all brand benchmarks across all platforms, outselling rival launches from Coke and Fanta in the same time period.