MOUNTAIN DEWDEW IT ANYWAY
"Dew It Anyway" - How Mountain Dew proved its authenticity in gaming culture [Case Study]
2024 – Q3-4
IN SALES
VALUE IN
POLAND
of Gen Z in Poland reached
webinar completion rate
brand
affinity
million
views
"Dew it anyway" - How Mountain Dew dominated the attention of a generation that avoids advertising
When society called being an influencer a "fake job," Mountain Dew took it deadly seriously, creating Poland's first "school for creators."
The result?
Not only 71 million views, but above all a 33% increase in sales, proving that genuinely supporting Gen Z's passions is the best possible business strategy.
How to break the social taboo surrounding an influencer's career
In Poland, there is a stereotype that being an influencer has nothing to do with work. The results of a SW Research survey showed that YouTubers and influencers ranked lowest in terms of job prestige.
This social stigma prevents young people from pursuing their dreams of a career in the creator economy.
Mountain Dew understood that the problem was not a lack of talent, but a lack of credible educational support. The brand needed not only to reach Gen Z, but to actually help them professionalize their passion and build competencies that would convince a skeptical environment.
It wasn't about another influencer campaign
it was about creating a development ecosystem that would change the perception of the creator economy in Poland.
A strategy based on authenticity, not reach
The strategy behind the "Dew It Anyway!" campaign
was based on a fundamental insight:
Young creators do not need more motivational slogans, but specific tools for development.
That is why we built the project around values and authenticity, rather than around the product. The goal was to offer real education, which was in contrast to typical influencer campaigns based solely on reach.
The main platform was a dedicated Discord server, where we hosted workshops with experts.
The credibility of the project was reinforced by ambassadors -
chosen for the authenticity of their careers, not just their popularity. They were proof of the brand's sincerity and served as role models for the participants.
Building the first Influencer School in Poland
We developed a two-stage competition system that combined accessibility with content.
During the recruitment stage, interested candidates recorded a 60-second video answering the question:
Why should we choose you for the Dew It Anyway project?
Our role included complex implementation and project management.
We built and moderated a Discord server,organized webinars with experts,coordinated content with ambassadors (Friz and Izak), and ensured multi-level brand security within a dynamic community.
When young people themselves become brand ambassadors
The "Dew it anyway!" campaign exceeded all expectations in its first few weeks.
Over 3,100 active participants on Discord wasn't just reach - it was an engaged community that spent an average of 47 minutes per day on Mountain Dew's educational platform.
increase in Mountain Dew sales in the 16-24 age group
confirmed that genuine support translates into brand loyalty.
increase in brand affinity
showed that Mountain Dew was no longer perceived as just another energy drink, but had become a brand that "understands and supports young people."
million views generated organically by participants and ambassadors
proved the power of organic reach in a well-designed social media campaign.
What does 47 minutes a day spent with a brand mean?
The Mountain Dew campaign proved a fundamental principle of modern marketing:
By creating Poland's first school for creators, the brand gave Gen Z real tools for development, rather than just another advertising slogan.
%
INCREASE IN SALES VALUE IN POLAND
Proof of the strategy's success is
not only unprecedented engagement at 47 minutes per day, but above all, a solid business result: +33% increase in sales value in Poland.
Creators economy is a trend that will shift the job market in the coming years.
Mountain Dew was the first brand in Poland to offer professional support to young people planning such a career.
Result: the brand became the natural choice for a generation that had previously actively avoided traditional forms of advertising.
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Mountain Dew changed the way people think about an influencer career
When society calls being an influencer “not a real job”, Mountain Dew took it seriously by creating Poland’s first “School for Creators”.
