Play No Dew

PC gaming is crazy in the Philippines, and every brand wants to be part of it. In an already saturated market, Mountain Dew needed to find a unique way to get in the game. We realized that we were already in the most important equipment for PC gaming: the keyboard.

W, A, S, D, E, and F are the six most essential keys for PC gamers as it gives gamers a tactical and ergonomic advantage for movement and other immediate in-game functions (opening doors, entering vehicles, using items, etc.). Three of those letters are exactly how gamers call the brand: DEW.

So to prove that Mountain DEW is the key to the game, we did something no other brand dared to: take its name out of the game.

We created custom keyboards without D-E-W keys then challenged the country’s most popular streamers to play. We then ran a tournament where pro gamers without D-E-W keys faced off against amateurs. The amateurs won, proving that even pros can’t win without DEW.

We even challenged gamers all over the country to remove their D-E-W keys and win at their favorite games, no one could do it. Proving once and for all that no matter how good you think you can play, you can’t win without DEW.