Mountain Dew – #backontrack

Mountain Dew – #backontrack Information Public Case Summary Team Campaign: #backontrackBrand: Mountain DewClient: PepsiCoLead Agencies: Propaganda & Tribal WorldwideContributing Agency: OMD România Public Case Summary:Mountain Dew made a mistake in 2018. It silently replaced the sugar with sweetener in its recipe. And our most loyal consumers, the dewds, were not happy. It was obvious we had let them down. Bringing back the old recipe would not be enough. We had to win them back. We realized that the most vocal haters of the new recipe were actually the biggest fans of the brand. So we decided to try and turn all that energy into a task-force for getting the brand #backontrack. Team: Emanuela Badanga, Junior Brand Manager – PepsiCo // Irina Perju, Digital Specialist – PepsiCo // Ioana Ciobotariu, Group Brand Manager CSD Flavors, ED & NCB – PepsiCo // Laurentiu Ion, Senior Digital Manager – PepsiCo // Daniela Gaie, Art Director – Propaganda // Bogdan Ionita, Ex – Head of Strategy – Propaganda // Catalin Manciuc, Group Creative Director – Propaganda // Irina Constantin, Ex – Senior Account Manager – Propaganda // Alexandra Manoila, Copywriter – Propaganda // Cora Diaconescu, Managing Director – Tribal Worldwide // Adrian Marciu, Art Director – Propaganda // Bogdan Ivascu, Group Account Director – Propaganda // Mihai Nistor, Client Service Director – Tribal Worldwide // Arnold Vieriu, Social Media Director – Tribal Worldwide // Razvan Meirosu, Media Director – OMD Romania // Georgiana Bulagea, Social Media Manager – Tribal Worldwide // Mihnea Pretorian, Digital Director – OMD Romania // Ioana Bumbar, Social Media Executive – Tribal Worldwide // Dana Constantin, Digital Manager – OMD Romania // Cristina Mares, Senior Media Manager – OMD Romania. Creative Reel Images of Creative Work Facebook post In store poster Facebook post back to winners