Marketing Featured Southeast Asia

Mountain Dew PH’s new campaign lets consumers turn themselves into memes

Philippines – Image filtering is the new stunt of Mountain Dew on its latest meme-fueled campaign. The release of the ‘meme-generating’ augmented reality filters on Instagram comes after Mountain Dew’s initial three launch films, which was created in collaboration with creative agency BBDO Guerrero.

The three prior films highlight a comic parody that claims—literally and figuratively—everything is “mas cool ‘pag my Ice,” which in English translates to “cooler with Ice”.

Meanwhile, the filters use face-swapping technology to let fans own that ‘cooler’ element in their own way by inserting their faces over choice characters in popular online films and literally turning themselves into a meme. These filters were inspired by two out of the three launch films for Mountain Dew Ice which puts some of the most famous local memes and viral content.

Mikey Rosales, the marketing director at PepsiCo, shared that there has been an outpouring of engagement and praise for the “mas Cool ‘Pag may ice” campaign presenting such a bold and unconventional take on modern Filipino meme-culture.

“From polarizing online debates to the full-on explosion of fandoms—the reception of all three videos has been absolutely thrilling, to say the least,” said Rosales.

David Guerrero, BBDO’s creative chairman, said that they wanted to create something that was not just funny and attention-grabbing but resonated very strongly with the market.

“Mountain Dew Philippines is very much tapped into youth culture. And with all of us consuming and generating more memes and viral content than ever, it felt fitting to capture this generation’s spirit through the lens of the Internet,” said Guerrero.