Mountain Dew returns to Super Bowl

Soft drink brand Mountain Dew is returning to the Super Bowl with an ad from Goodby Silverstein & Partners, a spokesperson for brand parent PepsiCo told Ad Age. It will be the seventh Super Bowl appearance for the brand (and the ninth commercial as it ran multiple ads in 2000 and 2018). It advertised its Baja Blast flavor in February’s Big Game. Super Bowl commercials Tracking the latest brand and agency plans Click here The spokesperson did not say how long the 2025 ad would be or when it would air during the Feb. 9 game on Fox. Goodby Silverstein & Partners was also behind the brand’s 2024 Super Bowl ad, which featured actor Aubrey Plaza and her famous deadpan humor promoting Baja Blast’s addition to the regular Mountain Dew lineup—the flavor had previously been available only at Taco Bell. Mountain Dew is the second beverage brand to confirm an ad in the game, following Coors Light. Coffee creamer Coffee mate also bought an ad. Mountain Dew has undergone a considerable brand repositioning since its Super Bowl ad in February. Over the summer it debuted new advertising focusing on the outdoors, reviving that association from its past and distancing itself from a focus on gaming. A brand character called the “Mountain Dude” was introduced in a new ad by Goodby Silverstein & Partners. A new logo and forthcoming packaging design announced in October restores the word “Mountain” to the brand name rather than “Mtn.” Also read: Designers react to Mountain Dew’s revamp Executives said the changes are meant to reignite the brand that saw sales slow considerably in 2023 while appealing to younger consumers who may not be familiar with the brand. Volume was down by 6.8% through the first nine months of 2024, according to Beverage Digest. That represents an improvement for 2023, when volume was down by 9.7%, the publication said. Mountain Dew is the fourth largest U.S. soft drink brand with a 6.4% market share through the third quarter, according to Beverage Digest. Mountain Dew has made memorable Super Bowl appearances including BBDO’s “Puppymonkeybaby” in 2016 and “Mock Opera” in 2000.

Mountain Dew returns to Super Bowl

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