Mountain Dew is an extremely well known brand globally, but in the New Zealand market our consumers lack the understanding of the role this product plays in their lives.

Without a huge global budget and CCA dominating the category, we needed to identify a way to create genuine interest and conversation with work that resonates with our audience.

This was an opportunity to create a campaign that didn’t rely on traditional ads, but instead added real value, allowing us to create a product that was worth talking about. To do so, we put our product right at the heart of what our consumers love - action sports. It’s literally the least we could do to make Mountain Dew and our drinkers tighter than ever.

Mountain Dew has always been the fuel behind action sports enthusiasts. But we weren’t happy playing on the sidelines, we needed to be right in the action.

So we created the GoCap - a hand held camera grip, a tripod for ramp tricks, or a floating mount in the surf –providing a versatile tool for our consumers to capture their epic footage.

By injection moulding our brand onto the cap, we brought our audience and the brand closer than ever before. At the beach. At the park. On the slopes or on the hill, Mountain Dew was right there in the hands of our drinkers.

We didn’t stop there. Through partnerships with skate retailers Amazon, Bordertown and Backdoor, we were able to open up a completely new way to target our audience.

We engaged our core drinkers by running an on-pack promotion which gave them a chance to win a GoPro and a GoCap together. Giving away a pack a day, over 56 days, through a simple text to win entry mechanic, we caused a bit of buzz.

We knew we couldn’t stop there. We increased the GoCap hype by creating and posting about the caps on our social channels. We produced a GoCap GIF, where we were able to speak our audiences language to demonstrate the product functionality and brand philosophy.

Finally through our retail skate stores we were able to target our audience in a way which was never before possible. The GoCap gave us license to be in retailers as we were now more than just a refreshing beverage, we provided real value and utility to our audience.