Mountain Dew Unveils ‘Peaks of Courage’ Campaign
Sherkha
May 17, 2025
Mountain Dew has launched a new campaign in Nepal, celebrating the country's legendary mountaineering heritage.
Titled ‘Peaks of Courage’, the initiative aims to spotlight Nepal’s lesser-known summits and inspire a new generation of adventurers, all while supporting local communities.
Mountain Dew has launched a new campaign in Nepal called ‘Peaks of Courage’. The campaign honors the country’s long mountaineering history and encourages people to look beyond Mount Everest.
Working with the Nepal Tourism Board and the Discovery Channel, the campaign highlights some of Nepal’s lesser-known 8,000-meter peaks. It also shines a light on the bravery of local climbers and the mountain communities they call home.
At the heart of the campaign is a short film. It shares powerful stories of Nepalese mountaineers and their achievements. Mountain Dew bottles also come with a special ‘Dare Score’. This feature lets people scan the label and explore more about Nepal’s mountain trails and hidden adventures.
Tarun Bhagat, Chief Marketing Officer – South Asia at PepsiCo India, said, “This campaign mixes tech, storytelling, and culture. It gives people a new way to think about adventure. It shows that Nepal is much more than just Everest.”
‘Peaks of Courage’ also supports local tourism. It aims to help mountain communities by bringing more visitors to less-traveled areas.
To learn more, check out the full campaign on ET BrandEquity.