'Peaks of Courage' sells Nepal beyond Everest — Spikes Asia 2026 Activation Grand Prix

QR codes and a 'Dare Score' turn every bottle into an expedition portal — 100+ non-Everest climbs and 2,000+ seasonal jobs

Mountain Dew (PepsiCo) · Nepal Tourism Board

创意是什么Make Nepal's lesser-known peaks the product: a Discovery-backed film plus QR hubs and a Dare Score on bottles that turn drinkers into expedition planners伤筋动骨

当时的题目

Nepal's mountaineering legacy was synonymous with Everest alone — lesser-known peaks, their stories and the guides who live below them were overlooked. Mountain Dew's brief was to inspire Nepalese youth and redefine adventure as part of their national identity.

它是怎么成立的

Nepal's mountaineering legacy had become a monopoly: Everest was the story, and the country's other peaks, their untold stories of courage and the communities below them, were invisible. Mountain Dew, in partnership with the Nepal Tourism Board and amplified by Discovery Channel, launched 'Peaks of Courage' in 2025 to celebrate the wider mountain identity and inspire a new generation of Nepalese youth.

The campaign made lesser-known summits the product. A campaign film — following a seasoned Sherpa and an international climber to reveal that the spirit of climbing is what lies beyond the summit — sat at the centre, while QR-enabled digital hubs and a 'Dare Score' turned every bottle of Mountain Dew into a portal for adventure.

Scanning a bottle led to a microsite where exposure became expedition planning; local activation partner Digitalin helped bring Sherpa community members into the rollout for authenticity, with the Nepal Tourism Board lending the campaign official weight. TV, digital and influencer integrations carried it across the country.

The results: 20 million people reached, 4 lakh microsite interactions, 100+ confirmed non-Everest expeditions and 2,000+ new seasonal opportunities for guides and communities in previously overlooked regions. Spikes Asia 2026 gave the work the Grand Prix in Activation, a Silver in Innovation and two Bronzes — a historic first for Nepal on the regional stage.

妙在哪

It reframed a national cliché — Everest — as the problem, then made the overlooked peaks the story.
The Dare Score turned a commodity bottle into an interactive portal, making the product itself the media.
It created measurable real-world impact — expeditions booked, seasonal jobs created — not just awareness.
Grounded in the Sherpa community, the campaign was authentic enough to travel from Kathmandu to the region's top award show.

做出来什么

Reached 20 million people across TV, digital and influencers; drove 4 lakh microsite interactions; enabled 100+ confirmed non-Everest expeditions and created 2,000+ new seasonal opportunities. Spikes Asia 2026: Grand Prix in Activation, Silver in Innovation, two Bronzes — a historic first for Nepal.

可以借走的

When a country's whole story is one icon, the creative move is to expand the category instead of fighting for it — turn the overlooked peaks, and the people around them, into the product itself.

后来

After the 2025 launch, the campaign kept generating expedition interest: over 100 confirmed non-Everest expeditions and 2,000+ new seasonal opportunities, with the film continuing to reach climbers globally and foster sustainable support for Sherpas and local communities. In March 2026 it won four Spikes Asia awards, including the Grand Prix in Activation — a historic first for Nepal's creative industry.

资料来源

发现哪里写错了？告诉我们。

轮到你了

你刚读完一个点子。把你手上的题目说出来，看看谁接过同样的题。

免费账号 · 3 次免费提问 · 不用绑卡