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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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