deweezy / helping mountain dew win in the urban market

the u.s.’ third most popular soft drink, mountain dew, has traditionally enjoyed immense popularity with rural and suburban consumers. when they set their sights on the urban market, they came to us for help diversifying their audience by increasing brand awareness and adoption in a way that aligned with the company’s daring, high-adrenaline brand dna and its connection to extreme sports and outdoor adventures.

 

to help the classic soft drink brand connect meaningfully with prospective urban fans, we created the “deweezy” campaign in collaboration with rapper lil wayne. the deweezy campaign name, a catchy portmanteau of mountain dew and lil wayne’s nickname, weezy, communicated instantly to the rapper’s fans.

the campaign’s star-studded outdoor events celebrated youthful rebellion at the intersection of sports and music, by aligning mountain dew with the most influential hip hop artist of his generation and the aspirational world of extreme sports. we were responsible for developing the campaign’s big idea concept, name, brand identity, and all other creative executions across digital and traditional media.

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