Mountain Dew is bringing bold flavor and even bolder vibes to the 100th Annual State Fair of West Virginia – and this year, The Mountain Dude himself will make a special appearance on Saturday, August 16, also known as “DEW DAY” at the Fair.
The Mountain Dude, the iconic Mountain Dew brand mascot known most recently from the viral “Thirst Guards” videos, will be onsite meeting fans, taking photos, handing out refreshing DEW samples, and experiencing the most epic, must-see parts of the Fair.
- Catch The Mountain Dude on Saturday, Aug. 16 at the Mountain Dew Activation in front of the Underwood Youth Center
- Photo ops, prizes, games, and ice-cold Mountain Dew on deck!
- Appearances between 11 a.m. and 3 p.m.
Mountain Dew will have a full activation footprint featuring free samples, games, and giveaways, offering fairgoers the chance to engage with the brand in the heart of Appalachian Dew country. With over 25,000 attendees expected on-site that day, the Mountain Dude’s mission is clear: spread DEW love, energize the crowd, and highlight the deep cultural ties between Mountain Dew and West Virginia.
The activation aligns with a larger brand strategy to celebrate get-togethers, local experiences, and food occasions with DEW fans. The Mountain Dude will engage with fans throughout the fairgrounds, including stops at iconic food vendors like Gillette’s Pizza and the Cinnamon Roll Stand, plus potential involvement in the New Fair Food contest.
That night, country music superstar Miranda Lambert will perform to a packed grandstand crowd, making it one of the most highly anticipated days of the 10-day event.
