Mountain Dew has launched a new music-inspired and youth targeting campaign aimed to show fans what it means to ‘dew’ somebody. The tagline of the campaign sounds like ‘This is How We DEW’, whatever it means.

Photo: Lil Wayne, one of the Mountain Dew family members

Seven members of the so called Mountain Dew family including music stars Lil Wayne, Jason Aldean and Mac Miller, race car driver Dale Earnhardt Jr., skateboarders Paul Rodriguez and Theotis Beasley and snowboarder Danny Davis are all involved into the campaign that is featuring the tagline ‘This is How We DEW.’ They do it in the first, 30-second television spot that to be followed by radio and 15-second television ads as well as short digital videos each featuring one of the seven artists.

«Mountain Dew is about being bold and having the confidence to ‘DEW you,'» said Brett O’Brien, Vice President of marketing for Mountain Dew. «These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say ‘This is How We DEW.'»

Earlier this year, Lil Wayne and Mountain Dew signed a partnership, so the new campaign is their first collaboration within the DEWeezy project. The partnership will include the creation of a skate park in New Orleans next month and extra advertising featuring Lil Wayne.