Mountain Dew

- The Dew Shack Festival tour

iD partnered with Mountain Dew to create 'The Dew Shack Festival Tour' bringing Mountain Dew to the mainstream across some of the biggest festivals in the UK.

How it worked

The campaign was designed to drive mass awareness and trial, inspiring the brands core target audience (16-24 year old males), showcasing Mountain Dews historic creativity and authenticity with skate lifestyles. It featured:

  • The Live and Loud Tour; featuring Europe's largest portable vert ramp
  • A special appearance from King Ramps and live demonstrations from pro-skaters - led by legendary pro-skater, Pete King
  • The return of the 'Dew Shack' constructed out of a shipping container
  • A team of Brand Ambassadors sampling to consumers - driving trial and welcoming them into the world of Dew
  • Graffiti artists providing live street art tutorials and displays for the crowds

The Results

  • 90 live activity days across festivals including Gold Coast, Lovebox and Liverpool International Music Festival
  • 101,500 Mountain Dew bottles distributed
  • Over 1,000 live spray paint tutorials



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