Mountain Dew: It Doesn't Exist Until You Do It

Mountain Dew, the carbonated soft drinks brand, sustained growth in Malaysia with a campaign that encouraged co-creation with its audience.

Agency: Dentsu Malaysia

Campaign Strategy

When Mountain Dew launched its "Neon" campaign back in 2015, its successful launch rocketed its sales to its highest level ever, and that level has maintained ever since. To beat the odds of a declining category, the need to sustain volume and sales

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