Mountain Dew targets millennial parents on the brink with Berry Spark launch campaign via VaynerMedia APAC and Entropico
Mountain Dew has unveiled its latest zero-sugar flavour, Berry Spark – a bold new release designed for millennial parents doing their best to keep up with their fast-paced Gen Alpha kids. To launch the product, Mountain Dew has partnered with VaynerMedia APAC and production company Entropico to create a high-energy, Y2K-inspired campaign that captures the chaos and humour of modern parenting.
At the centre of the launch is an infomercial-inspired film, blending early-internet weird with Y2K-core absurdity, created to give exhausted parents the energy boost they need to keep pace with their skibidi-speed children. The film taps into the chaos and humour of modern parenthood, making it the ultimate pick-me-up for parents juggling the thrill of adventure and the relentless demands of family life.
Built on the insight that today’s millennial parents are rewriting the parenting playbook, opting for thrill over stillness and energy over exhaustion, the campaign introduces Performance Parenting, a platform that positions Mountain Dew Berry Spark as the go-to drink for parents who refuse to slow down just because they’ve had kids.
“Millennial parents aren’t just raising Gen Alpha, they’re desperately trying to keep up with them,” said Rachel Siu, Brand Manager at Mountain Dew. “Berry Spark is our tongue-in-cheek answer to the chaos; an energetic pick-me-up for parents who are performing at their absolute limit, every single day.”
Backed by research showing that 48% of millennial parents actively seek out family-friendly adventure experiences, the campaign speaks to a generation rejecting the buttoned-up parenting norms they were raised with.
“We’re tapping into the thrill-seeking, meme-savvy, chaos-embracing spirit of today’s parents and giving them something they can laugh at, relate to and drink,” said Karen Coleman, Country Manager, VaynerMedia Australia.
The campaign is live across TikTok and Meta with a rollout of additional content-style infomercials dropping over the coming weeks.
Creative & Media: VaynerMedia Asia Pacific
Production Company: Entropico