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Beyond The Wall

Mountain Dew

Issue 27 | June 2013

Background

Mountain Dew had always targeted young New Zealand guys. They were the heaviest drinkers of soft drinks and with its high caffeine content, Mountain Dew was perfect for fuelling their lifestyle.

After the Skate Pinball campaign in 2011, the brand needed to regain lost momentum and to introduce more people to the Mountain Dew way of being.

The challenge was to give young guys an experience that allowed them to ‘take their passion to the next level’ – to do what they love, push the boundaries.

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