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Mountain Dew and Activision got together for an on-pack promotion that awarded double XP Points for Call of Duty on every pack of 500ml Mountain Dew. To produce striking stand-out for the POS I developed a design that involved giving all the assets a yellow-green ‘night vision’ look, helping tie-in the game imagery with the colour of the Mountain Dew drinks themselves, making all campaign assets look very on-brand.

A full look book was created for the campaign, and POS assets were featured in Tesco, Co-Op, Nisa, Costcutter, Spar, WHSmith and Shell. Units were produced for a cross-selling opportunity that had the Call of Duty games being sold on the same display as Mountain Dew
bottles in Tesco.

Mountain Dew achieved its highest unit sales in 3 years. In Tesco it was the first time Mountain Dew POS had feature space front of store.