Mountain Dew’s mystery VooDEW finally arrived in Australia, a ghostly white soda with a grim reaper on the label - but in an oversaturated market, how do you get people excited about another limited-edition drop?

You bring the grim reaper to life as Greg Reaper, Flavour Innovation Officer (an official Mountain Dew employee with a linkedin page), and unleash him on the PepsiCo office to drop the next big mystery flavour.

On a modest budget, we documented his chaotic journey through flavour innovation, bold pitches, marketing genius, boardroom mayhem, wild stunts, and an epic flavour reveal... before his gloriously short (but legendary) career came to an end. Sending Aussies into a frenzy guessing the mystery flavour and outselling Pepsi in the campaign’s opening weeks.