Mountain Dew has unveiled a new brand thematic inspired by Uganda’s street culture, incorporating graffiti-inspired visuals and elements of motocross, basketball, video gaming and go-karting as part of its latest effort to connect with the country’s youthful audience.
The new thematic was launched at Extreme Adventure Park in Busika, where guests experienced the campaign through activities that included go-karting and virtual reality experiences.
The campaign celebrates young Ugandans driving the country’s creative scene, including artists, entertainers and digital content creators using online platforms to express themselves and share their stories. It seeks to reflect a generation increasingly defined by confidence, individuality and a willingness to challenge conventions.
Speaking at the launch, Grace Namutebi, Brand Manager at Mountain Dew, said the new thematic was designed to bring the brand’s personality and attitude to life through visual elements inspired by contemporary street culture.
“We are excited to unveil a brand-new thematic today, one that brings the brand’s personality and attitude to life in a bold new way, with powerful graffiti visuals inspired by street culture, motocross, basketball, video gaming and go-karting,” Namutebi said.
She added that the campaign recognises the growing confidence among young Ugandans to pursue their interests, showcase their talents and express themselves without waiting for approval.
“Young Ugandans are not waiting for permission to create, compete or be seen, and we want Mountain Dew to be where that energy shows up,” she said.
As part of the campaign, Mountain Dew introduced three new influencers: Linus Tats, Timothy Code and Dread Lazer, whose individual profiles and creative interests align with the brand’s bold and adventurous positioning.
Linus Tats, whose work and interests span street art, nightlife and music, will help bring the campaign to life through physical experiences and activations beyond social media.
Hip-hop artist and MC Timothy Code, known for his distinctive “dapper rapper” style, will bring his music and performance experience to the campaign. He is expected to host and perform at campus events and street-culture activations.
Meanwhile, DJ and presenter Dread Lazer will engage audiences through radio shout-outs, party coverage and DJ mix sessions, extending the campaign’s reach across entertainment and youth-focused platforms.
Operating under the tagline “Dew Your Thing,” the campaign will use music, dance, comedy and street culture to encourage young Ugandans to embrace their creativity, pursue their interests and express their individuality.
Through the new brand thematic and influencer partnerships, Mountain Dew is seeking to strengthen its connection with Uganda’s youth by aligning its identity with the interests, creative expression and evolving cultural influences of a new generation.
