Mountain Dew bottle-top helps Colombian skaters tighten their nuts

PepsiCo brand Mountain Dew has taken packaging design into extreme sports and created a bottle top that doubles up as a socket wrench, which skateboarders can use to tighten their nuts.

The 100-second video shows a skateboarder in Colombia doing tricks in a skatepark, with on-screen text stating: "A skater spends 50% of his time riding."

He is then seen coming off his board.

"The other 50% repairing what he breaks," the copy continues. "Moutain Dew presents Dew Bottle Tool. The First Tool in a Bottle Cap."

Client: PepsiCo

Brand: Mountain Dew

Agency: Pancho BBDO Columbia

Creatives: Alejandro Gomez, Daniel Alvarez, Ramon Blanco, Julian Lozano

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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