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Mountain Dew: Racing
Gaming is a saturated and expensive space to enter in any market, especially the Philippines, with one of the fastest growing mobile gaming communities in the world.
Mountain Dew, a PepsiCo soft drink, wants to solidify its brand presence in the gaming market and further establish itself as the official ‘game fuel’ for gamers without spending an exorbitant budget for licensing and partnership deals with popular gaming titles. The brand wanted to be top of mind for gamers while also maintaining the iconic Mountain Dew attitude. This meant creating brand recall in the gaming space without having an overdone, sponsored campaign or inserting itself in a 'cringey' manner that so often happens with paid partnerships. Audio is already an integral part of every video game experience. It guides everything from the mood and story to the action and dialogue. It just so happens that Mountain Dew’s global nickname, ‘DEW’—is already a natural sound effect for all that in-game action. So we analyzed thousands of video game sounds and discovered that some of most recognizable action audio already contains the sound DEW. It is through this insight that we developed PLAY THE DEW - a series of films made from stock footage that simulates popular gaming scenarios, but the audio consists exclusively of voice recording of the word ‘DEW.’
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