Mountain Dew Neon helps to overcome fear of darkness

JWT creates a TVC showing actor Salman Khan exploring a dark and dingy cave where the new Limited Edition Mountain Dew Neon Pack shows him the way

BestMediaInfo Bureau | Mumbai | October 4, 2011

The new television commercial of Mountain Dew shows actor and brand ambassador Salman Khan exploring a dark and dingy cave where the new Limited Edition Mountain Dew Neon Pack shows him the way.

Salman Khan said, “Everyone has been scared of the dark at some point in their lives. Andhere aur darr ki purani dosti hai, ek ko bhagao with the new Limited Edition Mountain Dew Neon Pack aur doosra khud bhag jayega.”

Ruchira Jaitly, Category Marketing Director - Flavoured Carbonated Drinks, PepsiCo India, said, “We are excited to introduce the new Limited Edition Mountain Dew Neon Pack. It is now available in a new neon pack that has never been seen before in India.”

Saurabh Saksena, Executive Business Director, JWT, said, "This was an extremely interesting project considering that there is no other bottle like this in the market. Not only has the shape of the bottle been modified, it is now a bright neon colour, which almost glows. This will make Mountain Dew stand out at retail outlets, and get consumers to reach out for it. The challenge was to communicate this uniqueness in a uniquely Mountain Dew manner, which was achieved though our communication campaign."

Surjo Dutt, Executive Creative Director, JWT, said, "The uniqueness of this bottle made this one of the most exciting things we've done on Mountain Dew. We thought the sliver of fear that we can take on this is how people are afraid of the dark and how this, being a neon bottle, can help you overcome the fear of the dark."

Watch the TVCs here:

The Limited Edition Mountain Dew Neon Pack is available in pack sizes of 500 ml and 600 ml PET bottles. The campaign will be executed across print, OOH, digital and television media and also supported by BTL activities.

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