Mountain Dew


skateboarder grinding

Action sports fuels Mountain Dew’s success for more than two decades

In 1996, Pepsi hired Fuse to help re-position Mountain Dew from its regional “hillbilly” roots to a brand connected to action sports and youth culture. And in each of the 22 years since, Fuse has been instrumental in keeping Mountain Dew’s action sports strategy fresh with innovative ideas and unique marketing programs.

In the 1990’s, Fuse efforts established Mountain Dew as a Summer and Winter X Games sponsor, developed grassroots programs, and utilized professional athletes at retail like no other brand in action sports had done before. With the passing of years and changes within youth culture, Fuse helped Mountain Dew reach a new generation of teens and young adults with new event concepts and social, digital, and content campaigns. Fuse provided a broad spectrum of services from ideation and strategy to design and production for the brand’s most innovative programs in recent years, including:

  • Dew Tour, an innovative event series and content platform featuring the world’s best skateboarders, snowboarders, skiers, and artists in a celebration of action sports and youth culture
  • Modern Lines, an innovative skateboard experience grounded in style and creativity 
  • A partnership with Burton Snowboards to launch gear made of Post Consumer Recycled (PCR) materials from recycled bottles
  • A media tour with Gold Medalist, Red Gerard, generating more than 1.1 Billion media impressions 

Mountain Dew continues engaging consumers by way of its action sports platform. A multi-billion-dollar brand, Mountain Dew has been a key component in PepsiCo establishing itself as the largest food and beverage company in North America.

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