One of the most challenging things a brand can do is balance consistency and evolution. Brands should strive for symmetry, meaning they should be able to undergo changes but appear unchanged. Think of a good brand like starfish.
Mountain Dew has been successfully playing this game for decades. The perennial rebel brand, Mountain Dew has embodied rebelliousness in different forms to suit changing definitions of rebel. In this campaign, Mountain Dew is back at it again. Featuring skateboarders like Theotis Beasley and Paul Rodriguez, and rappers like Mac Miller and Lil Wayne, the ad is relevant, credible, and linked to Mountain Dew’s value proposition.
Rebels don’t fall in line. Rebels do their own thing. Or in this case, Dew their own thing.
Thanks @erikdawson for pointing me to the ad.