A new character just dropped.
Mountain Dew’s “Mountain Dude” is a bearded, groovy figure who helps the chronically online get off their literal asses and into the mountains for some intramural sports with yetis and rams.
“We went out and talked to our consumers, and there is this notion of wanting to go out and be with other people, and sometimes just needing a little kick to go and do that,” said JP Bittencourt, VP of marketing at Mountain Dew. “I thought that it was a meaningful message, but it’s also being done in a way that’s not too judgy or judgmental.”
