Dude, Mountain Dew is back in the game.
The PepsiCo brand said Tuesday that it will use its first in-game Super Bowl spot since 2000 to push its Mtn Dew Kickstart beverages—the line of low-calorie drinks that launched in 2013 and combine Mountain Dew with fruit juice and a kick of caffeine.
The brand didn't reveal much about the creative, other than to say it will be "a hilarious TV ad that combines fan-favorite ad elements and is guaranteed to have fans talking." BBDO New York is handling the creative.
The in-game spot may be Mountain Dew's first in 16 years, but the brand did run this entertaining 90-second spot from BBDO on last year's Super Bowl pregame show. The theme for that spot, "It All Starts With a Kick," continues today.
Here is last year's ad:
The larger campaign around the new Super Bowl spot will include digital, social and out-of-home advertising, as well as merchandising and experiential activations.
Also, four new Kickstart flavors will hit store shelves on Jan. 25—Orange Citrus, Fruit Punch, Black Cherry, Limeade, Pineapple Orange Mango and Strawberry Kiwi—joining six previously released flavors.
PepsiCo describes Mtn Dew Kickstart as one of the successful beverage product launches in the past decade, generating annual retail sales of more than $300 million.
