Mountain Dew Partners With VaynerMedia & Golin To Launch Movie Trailer

Mountain Dew Partners With VaynerMedia & Golin To Launch Movie Trailer
B&T Magazine
Edited by B&T Magazine



VaynerMedia and Golin have collaborated with Mountain Dew to set the record straight on the drink’s widely speculated origin story with a new movie trailer starring social media sensation and podcaster Luisa Dal Din.

For years, conspiracy theories and urban legends have circled social media about the citrus-flavoured soft drink’s beginnings. Now, Mountain Dew is finally ready to crack open the vault and reveal the completely legitimate, not at all fabricated backstory of how this magical green elixir came to be, with the release of a new movie trailer titled “Do the Dew: The Untold Tales Behind Mountain Dew” created by VaynerMedia.

The rollicking trailer heavily leans into adventure, action and sci-fi tropes as we see an intrepid explorer search for answers to Mountain Dew’s origins. Journeying through time and space, from mountains to Mars, each scene in the film reflects a real fan theory postulated in response to strategically seeded social media posts from the brand in the lead-up.

“It’s ridiculous and over the top, but what I love about the work is the story behind it all. Sparking real conversations amongst Dew’s social fans and bridging that thirst into a campaign people actually want to watch is what the Vayner model is all about. I’m sure they’ll have as much fun watching it as we did making it – hopefully we get a sequel!” said Vayner’s head of creative and consulting, Yash Murthy.

This action-packed piece of fan service will premiere at Sunset Cinema’s Bondi Beach venue with an exclusive media and influencer event hosted by Golin on November 30. Following the launch event until December 23, the trailer will be screened before all showings as part of a new partnership between Mountain Dew and the iconic cinema. The standard viewing sesh is being taken up a few hundred notches, just in time for the arrival of summer and the season’s hottest films.

“There’s always been an element of mystery when it comes to Dew, and this trailer brings our fans’ best origin theories to life in such a fun and disruptive way”, said Susan Press, Head of Beverages Marketing at PepsiCo. “We’re thrilled to share it with movie buffs and Dew fans everywhere this summer.”

Every Dew fan will get to experience the trailer they helped create, with the trailer running on social media channels including YouTube, TikTok, Meta as well as across placements in Cinema & Google Search.

The communications campaign and event management has been looked after by Golin.

From November 30 to December 23, Sunset Cinema’s Bondi location will play the brand-new trailer, providing movie buffs the inside scoop on how Mountain Dew became the much-loved, thirst-quenching drink it is today. The brand is also providing an epic viewing experience with features like complimentary popcorn and a snack bar offering the full Mountain Dew range to enhance the showings.




Please login with linkedin to comment

mountain dew VaynerMedia

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]