Mountain Dew's Lil Wayne brand partnership fizzes

Lil Wayne, who played 78 shows across the globe and grossed US$50M in 2011, has teamed up with Pepsi owned Mountain Dew to form a creative brand partnership.

The core focus of the association is a  synergistic, advertising partnership entitled DEWeezy, complete with advertisements, appearances and the building of a skate park in Lil Wayne’s hometown of New Orleans.

The DEWeezy campaign has already begun buzzing on social media sites with images of the iconic artist appearing in the form of street art and painted murals.

Creative is anchored in Lil Wayne’s touring presence and outside interests including skateboarding and the rebuilding of NewOrleans. Mountain Dew see themselves as an iconic, cutting edge lifestyle brand and think that Lil Wayne who is constantly pushing the envelope through his music and celebrity is a perfect match.

Mountain Dew certainly gain some great endorsement and brand association from the relationship. Presumably Lil Wayne will be collecting sacks of cash……

Lil Wayne is a multi-platinum and Grammy award winning recording artist, who has sold well over 10 million records including the latest album Tha Carter IV, which debuted at #1 on the Billboard Top 200 chart and garnered a Grammy nomination for Best Rap Album.

Lil Wayne is a busy boy as you can tell, clearly keen to make as much impact as possible in what can be a notoriously short career for a rap star. He has also continued the development of his business portfolio with the launch of TRUKFIT, a contemporary street wear brand. TRUKFIT, Lil Wayne’s first ever foray into the apparel industry

Blueprint Group, who created the cool partnership, has long been celebrated for their creative branding initiatives,having aligned their artists with brands such as but not limited to AT&T, Belvedere, Blackberry, Def Jam Rap Star, Gatorade, Louis Vuitton, NBA, Nike, Sprite and T-Mobile.