Mtn Dew’s Super Bowl ad stars John Cena and a $1 million bottle-counting contest

The PepsiCo brand tried to lure multiple views by dangling a big payout in front of viewers

Published On
Feb 08, 2021

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For brands shelling out more than $5 million for a 30-second Super Bowl ad, the challenge goes beyond catching attention during the game—the real payoff comes when marketers earn multiple views of their expensive ads. This year, Mtn Dew tried to pull that off by dangling $1 million in front of viewers as part of a contest plugged by John Cena.

The WWE star and actor appeared in the 30-second in-game ad that ran during the second quarter. It challenged viewers to count the number of Mtn Dew Major Melon bottles appearing in the spot, which comes from TBWA\Chiat\Day New York, to win $1 million (The new watermelon flavored variety recently debuted.) 

The ad featured a pink-hued “Melontown,” where neon signs touting the brand’s Major Melon flavor adorn the storefronts—as evidenced by a teaser released on Jan. 26.

Nicole Portwood, VP of marketing for Mtn Dew, in a statement touted the ad by saying “we’re pushing creative boundaries in a way that puts fans at the core of the concept.”