What does it take to refresh a global brand without losing its fan following?
JP Bittencourt, SVP of Marketing for Sparkling Brands at PepsiCo Beverages U.S., joins BrandSide to break down Mountain Dew’s bold new visual identity, their viral Super Bowl campaign featuring SEAL (yes, the real SEAL), and how the brand is leaning into legacy, community, and sunshine-soaked vibes for a new generation of fans. From Baja Blast’s retail takeover to tattoo redos and drone shows, this episode covers it all. JP also shares his best advice for aspiring marketers and how two unexpected roles shaped his entire career.

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