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12 marzo 2012

PepsiCo has turned to hip hop promo support again. Its Mountain Dew brand has joined forces with musician Lil Wayne to roll out a new campaign called ‘DEWeezy’ in the USA in the end of the last week. 

the campaign that will include ads and the creation of a skate park in Lil Wayne’s hometown of New Orleans was created by Mountain Dew and artist development and management firm Blueprint Group in partnership with the Glu Agency. The full details of the partnership will be revealed at the SXSW Music Conference and Festival.

To launch the campaign, Lil Wayne appeared on stage of the 2012 South by Southwest music festival in Austin,Texas on March 9.

“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name,” Cortez Bryant, co-CEO of Blueprint Group said in a statement. “[B]y showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture.”

Previously, PepsiCo collaborated with such musicians as rapper Ludacris, Black Eyed Peas and Busta Rhymes to promote its sodas. Mountain Dew, particularly signed hip hop and indie musicians for exclusive single releases within its Green Label Sound. The artists roster includes groups like The Cool Kids and U-N-I and rapper Theophilus London.

Mountain Dew also supported the release of Mac Miller’s debut album in 2011. PepsiCo’s Lipton Brisk teamed up with Eminem last year for a Super Bowl commercial and sponsoring the rapper’s Shady Records tour together with Yelawolf and Slaughterhouse.


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