Doing the global dew

065_Mountain_Dew_Citrus_Reg_500ml_Std_EPSMOUNTAIN Dew, the citrus drink marketed in the UK by Britvic, aims to spark interest with a sports-linked film that kicks off its new worldwide advertising programme.

The film, Fireboard, shows professional skateboarder Sean Malto starting a beach bonfire using a contraption created from a box of matches, duct tape, a skateboard and a bottle of Mountain Dew.

A second film features Olympic snowboarder Scotty Lago laying a trail of birdseed on a mountain.

Britvic marketing director Jonathan Gatward said: “Do the Dew is a philosophy which embodies the attitude of Mountain Dew drinkers.

“The first global advertising campaign has been created with them in mind.”