Blog: Chris Brook-CarterDew your 15 minutes of fame

Chris Brook-Carter | 25 April 2005

As warm weather threatens to descend on us here in the Northern Hemisphere, one by one drinks companies are unveiling their summer advertising campaigns.

Among the releases that caught the eye as particularly clever today was Mountain Dew's effort to appeal to its youth audience.

The brand has appealed to that most powerful human emotion. No not sex, but something far more 21st century - the desire to see oneself on television. Through the use of a few camera's and a little computer trickery consumers of Mountain Dew will be able to see their image adorn a Mountain Dew bulletin board in Times Square, as well as one in Hollywood.

Onlookers will need only stand on the spot marked by an “X” and align themselves with one of two outlined figures, one smashing a Mountain Dew can against his forehead and the other gulping down the beverage. Their image will then be superimposed on the board.

Owners Pepsi seem to have picked the right venue for this interactive marketing push as well. The Times Square bulletin board conveniently serves as the backdrop for the glass-walled studios where legions of teen fans line up for the daily filming of MTV’s TRL.


SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....


"Buy a Mountain Dew and enjoy it"

No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....


Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....


Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

just-drinks homepage

Forgot your password?