Mountain Dew Arena

A large-scale outdoor brand activation for PepsiCo's Mountain Dew — combining live music, extreme sports, gaming activations, and immersive brand experiences to connect with Nigeria's youth market.

Translate the Mountain Dew global brand identity into an authentic Nigerian youth experience at arena scale — with live entertainment, brand sampling, and interactive zones all working in concert.

Du Jour Events designed and built three themed zones — a music stage, a sports activation area, and a brand sampling village. We coordinated 12 brand ambassador teams and managed the full on-site logistics.

Exceeded attendance projections by 35%. Brand sampling reached over 8,000 consumers. PepsiCo Nigeria commissioned a repeat activation the following year.