Get ready to Dew it up with Lil Wayne. The Young Money leader has secured a partnership with soda company Mountain Dew to kick off a new campaign called DEWeezy. The sponsorship will launchnext week at the 2012 South By Southwest music festival in Austin, Texas, reports Billboard.
The idea was created by Mountain Dew, Glu Agency and the Blueprint Group, a management company formed by Gee Roberson of Hip Hop Since 1978 and Cortez Bryant of Bryant Management. The DEWeezy campaign will revolve around Wayne’s passion for skateboarding, which will include advertising, touring and the construction of skate parks in the rapper’s hometown of New Orleans.
“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name,” Cortez Bryant, co-CEO of Blueprint Group said in a statement. “[B]y showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture.”
The black-and-white ad of Weezy (see above) has been popping up on billboards and walls all over New York City. There’s also a social media component involved with the hashtag DEWeezy (#DEWeezy) on the right-hand corner of the ad.
Mountain Dew is no stranger to hip-hop. In past years, the drink company has partnered with the Black Eyed Peas and Busta Rhymes for exclusive advertising campaigns. On the music end, Dew’s recording imprint Green Label Sound has released albums by indie rappers The Cool Kids, U-N-I and Theophilus London.