To celebrate International Women’s Day, Mountain Dew kicked off Green Means Girl, a campaign that literally took girls out of the background and into the action using a clever inversion of their brand colors. Female endorsers seemingly absent from their own content were suddenly front & center in the switch of a color.
Teaser posts on Instagram & Facebook
During the early launch of the campaign, social posts featuring men were posted but were later replaced by posters of a girl in the middle.