Mountain Dew, has always saluted the spirit of risk taking and pushing boundaries to achieve extraordinary success.
For their new campaign ‘Dew Uthao Naam Banao’ they wanted to relook at the packaging and turn it into a shelf to media idea. The new campaign line was ‘Naam” (meaning making of a memorable identity for oneself) was also the central idea. So we came up with a series of Mountain Dew special edition packs with alphabets printed on them. Each alphabet represented one adventure sports, e.g D for Dirt biking, S for Skiing.
The packs also had a secret letter print on the back of the cap. Consumers were asked to collect the first three letter of their name and thereby stand a chance to go for a real adventure trip.
