DEW! NOW THAT'S A SODA!

TitleDEW! NOW THAT'S A SODA!
BrandPEPSICO
Product / ServiceMOUNTAIN DEW
CategoryA02. Best Use of Magazines/Newspapers
EntrantBBDO CHINA Shanghai, CHINA
Entrant Company:BBDO CHINA Shanghai, CHINA
Advertising Agency:BBDO CHINA Shanghai, CHINA
Media Agency:OMD HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Leong Wai Foong BBDO China Executive Creative Director - China
Almon Lam BBDO China Executive Creative Director - Shanghai
Kit Koh BBDO China Group Creative Director
Adam Ding BBDO China Associate Creative Director
Jiang Pan BBDO China Senior Art Director
Martin Ding BBDO China Art Director
Clark Shen BBDO China Illustrator
Lisa Wan BBDO China Copywriter
Fiona Lam BBDO China Group Account Director
Alex Wang BBDO China Associate Account Director

Results and Effectiveness

Mountain Dew's market share has already reached 4% in just 2 months, a remarkable achievement for a new product launch. The name and its blazing attitude has reached the most popular forums for our targets.

Creative Execution

The idea is to leverage on the brand name's special equity. Phonetically, Dew sounds very much alike the Cantonese word for "fuck", giving a high potential for controversy. Based on this idea, we create the slogan, "Dew! Now THAT's a soda!" Being different in both attitude and claim. Besides TV, OOH and internet, we decided to maximize the impact via a double page spread in the biggest Newspaper in HK. Spanning cross an entire DPS, we placed our own news spread as background and "spray painted" the Dew slogan in graffiti all the way across. The daring Dew attitude is now unmistakable.

Insights, Strategy and the Idea

The HK CSD market is highly saturated and competing brands are stuck in a deadlock. The only way is to come up with something new. Our objective is clear: differentiate, differentiate, differentiate!