Mountain Dew: Mountain Dew Gocap [image]

Credits & Description:

Client: Frucor Beverages
Product: Mountain Dew
Entrant: Colenso Bbdo Auckland, New Zealand
Idea: Colenso Bbdo Auckland, New Zealand
Editor: Dec 11 2015 12:00am
Creative Chairman: Nick Worthington (Colenso BBDO)
Creative Director: Dan Wright (Colenso BBDO)
Art Director: Iain MacMillan (Colenso BBDO)
Senior Producer: Scott Chapman (Colenso BBDO)
Head of Account Management: Angela Watson (Colenso BBDO)
Head of Planning: Andy McLeish (Colenso BBDO)
Copywriter: Silvio Caielli (Colenso BBDO)
Senior Business Director: Natalie Downes (Colenso BBDO)
Account Manager: Alex Wilson (Colenso BBDO)
Account Manager: Jacob Douglas (Colenso BBDO)
Editor: Odin Van Daal (Colenso BBDO)
Designer: Matt Oak (Colenso BBDO)
Marketing Manager: Mark Troup-Paul (Frucor Beverages Ltd)
Brand Manager: Sam Forrest (Frucor Beverages Ltd)
Media Agency: n/a (OMD)
Brief Explanation
Mountain Dew has always been the fuel behind action sports enthusiasts. But we weren’t happy playing on the sidelines, we needed to be right in the action.
So we created the GoCap - a hand held camera grip, a tripod for ramp tricks, or a floating mount in the surf –providing a versatile tool for our consumers to capture their epic footage.
By injection moulding our brand onto the cap, we brought our audience and the brand closer than ever before. At the beach. At the park. On the slopes or on the hill, Mountain Dew was right there in the hands of our drinkers.
We didn’t stop there. Through partnerships with skate retailers Amazon, Bordertown and Backdoor, we were able to open up a completely new way to target our audience.