Mountain Dew Kicks Off New Campaign With Celebrity Friends

PURCHASE, N.Y. -- Mountain Dew has tapped famous members of its Dew family to launch a new creative campaign to show the world what it means to "DEW you."

The campaign features music stars Lil Wayne, Jason Aldean and Mac Miller, race car driver Dale Earnhardt Jr., skateboarders Paul Rodriguez and Theotis Beasley and snowboarder Danny Davis. It also introduces the tagline "This is How We DEW."

The marketing plan kicks off with a 30-second TV ad featuring the full cast of Mountain Dew family members. It will also include radio and 15-second TV ads, and short digital videos featuring each of the seven individually, according to a company release.

"Mountain Dew is about being bold and having the confidence to 'DEW you,'" said Brett O'Brien, vice president of marketing for Mountain Dew. "These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say 'This is How We DEW.'"

The new ad marks the first collaboration between Lil Wayne and Mountain Dew since the two revealed a partnership during a live Young Money music showcase at the Austin Music Hall earlier this year. The partnership, known as the DEWeezy project, will officially kick off next month and will include the creation of a skate park in New Orleans and additional advertising featuring Lil Wayne under the "This is How We DEW" banner.

Mountain Dew is a division of PepsiCo.