For over 30 years, Mountain Dew’s iconic tagline, “Do the DEW,” has embodied the adventurous spirit of living life to the fullest. Now, we’re elevating that mantra by re-embracing the Mountain— a symbol of exploration and camaraderie.
With the launch of our new campaign this past summer, “The Mountain is Calling,” we invite all of Dew Nation to seize the moment, get their crew together, and embrace the great outdoors. Whether scaling peaks or diving into backyard adventures, Mountain Dew fuels unforgettable memories with its invigorating citrus kick.
At the heart of this campaign is Mountain Dude—the ultimate Dew fan and champion of living boldly. From kickball showdowns with Yetis to pickup football games against real-life Rams, Mountain Dude inspires everyone to break free from the mundane, grab a Dew, and make the most of every moment.
Rooted in the hills of Tennessee, Mountain Dew has a rich history of celebrating the outdoors, and we’re here to inspire you to grab your friends and crack open an ice-cold Dew - The Mountain is Calling and life is better when you answer the call.
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