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Mountain Dew bottle-top helps Colombian skaters tighten their nuts

PepsiCo brand Mountain Dew has taken packaging design into extreme sports and created a bottle top that doubles up as a socket wrench, which skateboarders can use to tighten their nuts.

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The 100-second video shows a skateboarder in Colombia doing tricks in a skatepark, with on-screen text stating: "A skater spends 50% of his time riding."

He is then seen coming off his board.

"The other 50% repairing what he breaks," the copy continues. "Moutain Dew presents Dew Bottle Tool. The First Tool in a Bottle Cap."

Client: PepsiCo

Brand: Mountain Dew

Agency: Pancho BBDO Columbia

Creatives: Alejandro Gomez, Daniel Alvarez, Ramon Blanco, Julian Lozano

This article was first published on marketingmagazine.co.uk

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