Mountain Dew returns to the Super Bowl for the first time in 15 years with a Mountain Dew Kickstart campaign called #PuppyMonkeyBaby that is both bizarre and slightly creepy.
The weirdness of the title combination itself wasn’t enough to spark some attention, then the campaign has been heavily teased across social channels in the lead-up to the Big Game.
The brand tease activation phase is based around the release of three cryptic videos on Facebook in the form of ‘Teaser 1’,
‘Teaser 2’
and ‘Teaser 3’.
After these cryptic clips, the final, full commercial was revealed on the brands YouTube channel four days before the Super Bowl itself.
Supported by plenty of social content too.
Almost game time. Get pumped.#Kickstart #SB50https://t.co/g80TnvXU0Q
— Mountain Dew® (@MountainDew) January 29, 2016
The #PuppyMonkeyBaby character is, of course, essentially a mash-up blend of three things fans love in Super Bowl TV spots – puppies, babies and monkeys.
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It might seem distinctly eclectic, but essentially this is a simple ‘love it or hate – but definitely talk about it’ approach to grabbing attention during the Big Game.
Plus it fits in with the brand’s independent minded, alternative positioning and its young millennials target.
Mountain Dew’s Super Bowl partnership is part of parent company PepsiCo’s $1bn NFL partnership.
PepsiCo’s relationship with the league dates all the way back to the 1980s and the current package is a decade-long, multi-brand deal that includes Pepsi, Gatorade, Mountain Dew, Frito-Lay Doritos, Quaker Oats and Tropicana.
Links
Mountain Dew:
Mountain Dew Twitter:
https://twitter.com/mountaindew
PepisCo:
NFL:
Super Bowl 50:
http://www.sfbaysuperbowl.com/#Turcb580vciHWotd.97
BBDO New York:
