Do the Dew
When you see this billboard going cross country or on your way to work, do you get thirsty? Does such a billboard make you want to pull over and immediately find a vending machine? Does such a billboard make you want to go to the grocery store and find the soda pop aisle?
When I was a young girl at a boarding school where an A- was seen as failure, anything with mega doses with caffeine in it was our friend. Mountain Dew was a staple in our dorm vending machine. Walk into any dorm at 3am and you would find a bleary-eyed student on the floor looking at some random history book while holding dearly to their mega-caffeinated soda.
That was back in the day. Now, I hold onto my venti -triple espresso- latte.