News

PepsiCo adds to left-field endorsement trend with NASCAR spoof - video

Most popular

What rum needs to do to recognise its potential

A-B InBev's Craft Brew Alliance purchase - Comment

Can alcohol slow the onset of dementia? - analysis

Technology bringing tasting events closer to home

Why single malt should ignore its core consumer

MORE

PepsiCo has continued a trend for alternative celebrity endorsements by replacing long-time Mountain Dew partner and NASCAR star Dale Earnhardt Jr with a made-up character.

Dewey Ryder, played by Eastbound and Down actor Danny McBride, will takeover from Earnhardt Jr, who is to retire from NASCAR at the end of the current season, PepsiCo said last week. Mountain Dew has sponsored Earnhardt Jr for almost a decade.

Ryder, who wears shorts and admits he has never been in a stock car before, is an unlikely NASCAR celebrity. But his endorsement follows a similarly left-field deal made by PepsiCo's main rival earlier this year. In September, The Coca-Cola Co sponsored Alex Hunter, a character in EA Sports' best-selling football game franchise FIFA. Hunter will be depicted signing on as a brand ambassador for Coca-Cola Zero Sugar in the story mode version of the upcoming FIFA 2018.

Chauncey Hamlett, senior director of marketing for Mountain Dew, told just-drinks that the commercial is part of a new integrated campaign for the brand. "While we can't reveal how the creative will evolve in the future, we can confirm that this is not a one-off and we have a lot more exciting things coming from Dewey," Hamlett said, adding that more ads will appear in the Autumn. Mountain Dew's partnership with McBride will continue next year, Hamlett said.

Ryder announced his Mountain Dew deal last week in a spoof video and press release.

"While I have never actually driven a stock car, I know enough to be dangerous," Ryder said. "Now, you may be asking yourself, 'Aren't you Danny McBride, the world's funniest actor? What are you doing racing cars?' To which I say, 'Pfft. I'm Dewey Ryder, the rightful heir to this throne'."

Why we need to unlock the potential of the Internet of Things - Industry Comment


Related Content

Micro-influencers - the future of consumer engagement for brands? - Trend Hunter Future Festival

Micro-influencers - the future of consumer engagement for brands? - Trend Hunter Future Festival...

Can Molson Coors catch up with last year in the final quarter? - results data

Can Molson Coors catch up with last year in the final quarter? - results data...

The wine category in 2017 - just-drinks' Review of the Year, Part III - FREE TO ACCESS

The wine category in 2017 - just-drinks' Review of the Year, Part III - FREE TO ACCESS...

Spotlight - Celebrity endorsement a two-edged sword for wineries

Spotlight - Celebrity endorsement a two-edged sword for wineries...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?