Mountain Dew and Doritos have launched an audacious campaign in Iraq, aiming to position themselves as bold, daring icons that resonate with the unapologetic and adventurous Gen Z audience in the country.
The campaign was crafted by the creative teams at Awkward Ads and BigFoot Films, bringing high-energy visuals to life under the direction of Nazly Abouseif. The soundtrack was created by Wael Alaa (Neobyrd), with local influencers Khalifa OG and Armando, two of Iraq’s most well-known rappers, adding their presence to the project.
The campaign spanned TV commercials, in-store branding, billboards, and digital platforms, ensuring a wide-reaching presence across various touchpoints.
In an exclusive conversation with Campaign Middle East, Sony AbdelMohsen, Partner and Regional General Manager at Innovation Crew MENA, and a Founding Partner at Awkward Ads and 199X Digital, shared, “This campaign was crafted to engage consumers at every touchpoint. The TV spots were energetic and visually dynamic, embodying the campaign’s fearless spirit. In-store branding was equally bold, with vibrant placemats, table tents, gondolas, and mesh displays in both Kurdish and Arabic to ensure cultural inclusivity.”
“Out-of-home billboards brought the mashup theme to the streets, strategically placed in high-traffic areas to maximize visibility. On digital platforms, the focus was on engaging Gen Z with interactive content that brought the concept to life and encouraged participation. Every element, down to the bundle box packaging, was designed to be immersive and impactful, creating a brand experience that connected deeply with both Iraqi and Kurdish speakers,” AbdelMohsen continued.
The concept behind the campaign was simple yet powerful: position each brand as a force in its own right and then combine them into something unstoppable. “Music was chosen as the medium to convey this message,” AbdelMohsen explained. “Each brand had its own track that stood strong on its own, but the magic happened when they were played together — the ultimate mashup. Two bold voices colliding in perfect harmony, just like the energy of Dew x Doritos.”
The campaign visuals, directed by filmmaker Nazly Abouseif, turned the project into a visual spectacle, capturing the raw energy and cultural richness of Iraq with a blend of gritty urban backdrops and vibrant color bursts.
On the power of influencer collaborations, AbdelMohsen noted, “Working with Khalifa OG and Armando brought genuine cultural authenticity to the campaign. Both artists were intrigued by the music concept, as it was a departure from the usual rap battles and a fresh challenge for the rap scene. This mashup concept offered something entirely new and exciting.”
He added, “The influencers embraced the concept wholeheartedly, blending their individual styles to create tracks that deeply resonated with Iraqi Gen Z. This synergy not only amplified the campaign’s boldness but also made it feel personal, relatable, and groundbreaking, turning the music into an anthem for a fearless and adventurous generation.”
The campaign also embraced Iraq’s rich cultural diversity, incorporating both Iraqi and Kurdish dialects, ensuring it truly spoke to the audience. This approach set a new standard for regional brand storytelling, making the campaign feel authentic and deeply connected to its audience.