Mountain Dew, PepsiCo’s iconic beverage brand, has announced the launch of “Thirst Guards” to bring ice-cold refreshment directly to fans at key lake destinations nationwide. Led by multi-award-winning country music superstar Cole Swindell, the campaign kicks off July 4th weekend and features on-demand delivery services and on-land takeovers to keep coolers full of Dew to deliver an unmatched energizing summer experience for adventure-seeking fans.
Mountain Dew’s Thirst Guards program tackles summer’s biggest party emergency—the empty cooler—by deploying Mountain Dew-branded Sea-Doos to bring bold, thirst-crushing refreshment directly to boaters and lake-goers at Lake of the Ozarks, MO. On July 5 and 6, fans with empty coolers can text (803)-MTN-DEWS and send their location for an emergency delivery of ice-cold Mountain Dew, while supplies last. The program ensures Mountain Dew enthusiasts never miss a moment of summer fun, providing the refreshment needed for long days on the water.
Cole Swindell, a longtime Mountain Dew fan, will lead the Thirst Guards, making surprise deliveries to fans near MarineMax Osage Beach at Lake of the Ozarks on Sunday, July 6. This authentic partnership comes on the heels of Swindell’s new studio album, Spanish Moss, and showcases the natural connection between the country star’s carefree and energetic lifestyle and the adventurous brand ethos Mountain Dew is known for.
“Nothing kills the vibe faster than an empty cooler—that’s why the Mountain Dew Thirst Guards are here to save the summer, keeping you stocked up and the good times rolling. We’ve tapped one of our biggest fans, country music superstar Cole Swindell, to lead the Thirst Guards and surprise fans at Lake of the Ozarks July 4th weekend with ice-cold DEW, Pit Vipers and more.”
– Michael Smith, VP of Flavored CSD Marketing, PepsiCo Beverages U.S.
“I’ve always been a big fan of Mountain Dew, so I’m hyped to lead the Mountain Dew Thirst Guards and help keep the party going July 4th weekend. Catch me at Lake of the Ozarks filling up coolers, passing out Pit Vipers, and blasting my new music—an ideal summer day!”
– Cole Swindell.
Beyond Lake of the Ozarks, the Thirst Guards will also take over Lake Travis, TX; Miller Beach, IN; and Myrtle Beach, SC, with on-land beach stations packed with ice-cold Mountain Dew, creating an unmatched refreshment experience and keeping legendary summer excitement going all weekend long.
Adventure seekers will also spot the latest Mountain Dew Drop, the brand’s limited-edition merchandise collaboration program—a pioneering partnership with Pit Viper featuring two limited-edition sunglasses colorways on the Thirst Guards. Each pair features laser-engraved Mountain Dew logo detailing and hand-applied splatter paint accents, making each piece a one-of-a-kind expression of bold individuality. The most iconic Mountain Dew flavor expressions directly inspire the designs: Classic Green reflects the original Mountain Dew with refreshing, citrus-forward color cues, and Mountain Dew Baja Blast evokes tropical lime flavor and sun-faded turquoise heat.
The Mountain Dew x Pit Viper sunglasses deliver both style and performance for those who live life outside the lines. Each pair comes housed in collectible packaging plastered with a larger-than-life graphic of the Mountain Dude, because as Mountain Dew fans know, subtlety isn’t really the brand’s thing. The exclusive collection will be available for purchase while supplies last starting Wednesday, July 16, exclusively on TikTok Shop.