Mountain Dew launches ‘ridiculous and over the top’ origin story movie trailer
PepsiCo’s Mountain Dew has partnered with VaynerMedia and Golin to launch a movie trailer to “set the record straight” on the drink’s origin story.
The trailer features social media creator and podcaster Luisa Dal Din, and leans into adventure, action and sci-fi tropes, to reveal its “completely legitimate, not at all fabricated backstory”.
Yash Murthy, head of creative and consulting at VaynerMedia, said: “It’s ridiculous and over the top, but what I love about the work is the story behind it all.
“Sparking real conversations amongst Dew’s social fans and bridging that thirst into a campaign people actually want to watch is what the Vayner model is all about. I’m sure they’ll have as much fun watching it as we did making it – hopefully we get a sequel!”
The movie trailer will premiere at Bondi Beach’s Sunset Cinema next week, and in the lead up to Christmas, it will play before all screenings as part of a new partnership between the brand and the cinema.
“There’s always been an element of mystery when it comes to Dew and this trailer brings our fans’ best origin theories to life in such a fun and disruptive way,” said PepsiCo’s head of beverages marketing, Susan Press.
“We’re thrilled to share it with movie buffs and Dew fans everywhere this summer.”
The trailer will also run across YouTube, TikTok, Meta platforms as well as cinema and Google Search, once launched next week.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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