Launched in partnership with the Nepal Tourism Board and amplified by Discovery Channel, this marks one of the first international recognition for a brand campaign launched in Nepal. The initiative redefined Nepal’s mountaineering legacy beyond Everest through immersive storytelling, QR-enabled digital hubs, and the innovative Dare Score that turned every bottle into a portal for real adventure.

The campaign has, since its 2025 launch, reached 20 million people through a multi-platform mix of TV, digital, and influencer integrations, while driving 4 lakh microsite interactions that converted brand exposure into tangible expedition planning. It has further enabled 100+ confirmed non-Everest expeditions, reshaping Nepal’s climbing narrative, and created over 2000 new seasonal opportunities, boosting livelihoods in previously overlooked regions.

Nafisa Nawal Khan Chowdhury, Brand Lead Beverages for Area Countries added, “Peaks of Courage embodies Mountain Dew’s fearless spirit, blending cultural pride, technology, and adventure to unlock Nepal’s untapped summits. The globally celebrated wins validate our vision of driving real-world impact through daring creativity.”

The campaign film continues to inspire climbers globally, fostering sustainable support for Sherpas and local communities in Nepal.

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