Mountain Dew x Major Melon Super Bowl Launch '21

Case Study

  • Social Media
  • Twitter
  • TVC

This campaign is ‘hot off the presses’ as it was, afterall, just a month or so ago when this campaign blew up the internet.

For background, Mountain Dew wanted to launch their first new permanent flavor in the last decade — a delicious pink watermelon flavor. Our challenge was to launch the product at the big stage: the Super Bowl and make sure we got noticed in a crowded CSD market.

The biggest game in the Super Bowl isn’t two teams playing football. It’s all the brands on social media competing for attention. All vying to have the most talked-about ad in the game. So our goal was to be the most talked-about.

You’ll see from the video that our approach worked pretty well!