Mountain Dew was gearing up to launch Berry Spark Zero Sugar and while the flavour was fresh, the audience was stagnating.

Gen Z growth was slowing and millennial drinkers were in decline. Dew needed a re-entry point into the millennial mindset that didn’t feel like it was clinging to youth or pretending these consumers hadn’t changed.

Turns out Millennial parents aren’t slowing down; if anything they’re accelerating, raising high-octane, Skibidi-speaking kids while juggling full calendars, side hustles and saturday sport matches. Exhausted but energetic. Tired but wired. They’re not serene parents. They’re performance parents.

So we built a new platform: Performance Parenting. A tongue-in-cheek positioning that reframes Berry Spark as the unofficial drink of millennial parents running on no sleep, all chaos, and a little bit of rage against traditional parenting norms. To launch it, we created a deliberately chaotic, infomercial-style film that feels like it was pulled from the depths of late-night TV or the early internet.

In support, we ran a full social takeover, laden with flavour cues while mining insights daily to drive the platform messaging.