Mountain Dew & Jason Aldean

OVERVIEW: Mountain Dew retained ABS to provide a variety of services. In 2012, ABS facilitated the relationship between the brand and country music superstar Jason Aldean. We oversaw Aldean’s involvement in content creation for TV, radio and POS for the initial launch of the “This is How I DEW” campaign… DEW’s biggest of the year.

CHALLENGE: Leveraging its powerful brand identity in the urban millennial male space, DEW had put together a campaign starring pop culture heroes in hip hop and extreme sporting arena, including Lil Wayne, Paul Rodriguez and Danny Davis. While they were thrilled with the superstar lineup, the brand team knew it was lacking a spokesperson to reach customers in the New Heartland. Mountain Dew enlisted Access Brand Strategies for their expertise in this area.

SOLUTION: Understanding the New Heartland consumer’s love of country music, Access Brand Strategies introduced Mountain Dew to Jason Aldean, whose album “My Kinda Party” was the top-selling country album in 2011. Aldean was an easy fit with the others in the campaign because of his high-intensity live shows and his ability to push his limits lyrically and vocally.