PepsiCo's Mountain Dew division is undertaking a "massive marketing campaign" for its new morning drink, Kickstart, which is aimed at millennial men, writes Natalie Zmuda. BBDO will handle the advertising creative, with a TV spot centered around a "chasing sunrise" concept, Zmuda writes. Also, Kickstart will be featured on radio though a partnership with ESPN's "Mike & Mike in the Morning" that includes product placement and a texting promotion.
Mountain Dew's Kickstart to get a big BBDO-led kickoff
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