Mountain Dew has launched the ‘Peaks of Courage’ initiative in Nepal, aiming to celebrate the nation’s rich mountaineering heritage and inspire a global audience to explore beyond the well-known Everest. In collaboration with the Nepal Tourism Board (NTB) and amplified globally by Discovery Channel, this campaign seeks to spotlight Nepal’s lesser-known yet formidable peaks, thereby expanding the country’s global identity beyond Everest.
Celebrating Nepal’s Mountaineering Legacy
Nepal’s mountaineering narrative has traditionally been centered around a select few summits. ‘Peaks of Courage’ challenges this narrative by emphasizing that Nepal is home to numerous challenging climbs, each with its own unique story and significance. The initiative aims to highlight these untold stories and the spirit of adventure that defines Nepal’s mountaineering culture.
Empowering Local Communities
The campaign is not only about showcasing Nepal’s peaks but also about creating real, sustainable opportunities for Sherpas, climbing guides, and local travel communities. By promoting lesser-known peaks, the initiative encourages year-round tourism, which can lead to economic benefits for these communities. This approach aligns with NTB’s strategic vision to invite the world to experience Nepal’s diverse landscapes and cultures.
Innovative Digital Engagement
To bring the initiative to life, Mountain Dew has unveiled a campaign film set against Nepal’s breathtaking landscapes.The film follows a seasoned Sherpa and an international climber, revealing that the true spirit of climbing isn’t just about reaching a summit – it’s about seeking what lies beyond it. Each Mountain Dew pack features a QR code that unlocks an interactive digital hub, mdpeaksofcourage.com, offering exclusive insights into Nepal’s 8K, 7K, and 6K peaks, detailed route plans, difficulty levels, real-time conditions, and invaluable Sherpa wisdom. This platform serves as a global resource for adventure-seekers to learn, plan, and prepare for their next big climb.
A New Lens on Adventure
Tarun Bhagat, Chief Marketing Officer – South Asia, PepsiCo India, stated, “While Mt. Everest has long captured the interest of climbers globally, Nepal’s mountaineering story goes far beyond a single summit. Countless peaks remain underexplored, and so do the stories of the courageous climbers who scale them. With ‘Peaks of Courage’, Mountain Dew has set out to change that, using our platform to spotlight Nepal’s lesser-known summits and the fearless spirit behind them.”
Vishal Singh Thakur, Country Head, Varun Beverages Nepal, added, “With ‘Peaks of Courage’, Mountain Dew spotlights the rich mountaineering terrain of Nepal and taps into the deep-rooted spirit of adventure that defines our country. The campaign is about celebrating local pride while inviting the audience to see Nepal through a new, more daring lens.”
Looking Ahead
As the ‘Peaks of Courage’ initiative continues to unfold, it is expected to inspire a new generation of adventurers to explore Nepal’s diverse peaks. By highlighting the untold stories of these climbs and the communities that support them, Mountain Dew, in partnership with NTB and Discovery Channel, is redefining the narrative of Nepal’s mountaineering legacy.
