Mountain Dew · Philippines · 2026Digital & Tech · Experiential · Social
Play No Dew.
Keyboards without D, E and W make Mountain Dew's name part of a gaming challenge.
- Brand
- Mountain Dew
- Agency
- BBDO Guerrero
- Market
- Philippines
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Mountain Dew needed a role in gaming that players could experience directly rather than encounter only as sponsorship branding.
The idea
Custom keyboards removed the letters that spell DEW. Streamers and competitive players took on the resulting handicap, making missing controls a playful demonstration of the campaign's central proposition.
Results
- BBDO Guerrero reports 70 million views and a 22% increase in brand relevance.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- PepsiCo Philippines · Mountain Dew
- Production Company
- ProudHive
- Editing
- Flare Manila
- Sound
- Wapak Sound Studios
- Chief Creative Officer
- David Guerrero
- Group Creative Director
- Nikki Sunga; Andi Olbés
- Creative Director
- Eboy Jose; Jaime Ludeña
- Director / Animator
- Gerald Feliciano
