The mega push, DEWeezy, will begin next week at South by Southwest, an annual film and music conference and festival, in Austin. Teaser wallscapes from the campaign have already begun to appear in cities like New York.
The media blitz was created by Mountain Dew and Wayne’s management firm, the Blueprint Group, in partnership with the Glu Agency, and it will be managed by hip-hop business veteran Derek Jackson.
The advertising campaign, which is said to be very extensive, will include public appearances, ads, a possible touring component, and the creation of a skate park in Wayne’s hometown of New Orleans.
The soft drink’s parent company, PepsiCo, has tapped hip-hop performers in the past to promote its products. In 2002, rapper Ludacris was featured in an ad campaign that fizzled fast due to some alleged racy lyrics that Fox-TV’s Bill O’Reilly did not approve of and criticized to no end. The company then signed on the rap/pop group the Black Eyed Peas in 2007, then the following year Busta Rhymes was hired to pump Diet Pepsi Max.