lil wayne’s first endorsement deal, and the biggest in mountain dew’s history, deweezy made mountain dew synonymous with the urban skateboarding movement. as mountain dew brand manager jamal henderson described, “we are celebrating an artist who found his personal success by following his own path. there is no other artist who embodies that ethos more than lil wayne, who is not only always dancing outside of the box but makes no apologies for who he is.”
the deweezy brand proved remarkably versatile, transcending the traditional campaign role to become a standalone brand that synergized the most unique and exhilarating aspects of the mountain dew brand and lil wayne’s epic persona. the deweezy campaign drove adoption of the product in urban areas, with mountain dew seeing upwards ticks in the 10-20% range.
what we did: brand strategy, brand positioning, brand messaging, visual id, design system, brand consulting, brand naming, brand experience, brand marketing, campaign execution