As the world’s highest peak, with an elevation of 8,849 meters, Mount Everest is a major attraction for climbers, daredevils, or adventure seekers. While conquering the peak is on the bucket list of many serious mountaineers, its Base Camp trek allows a more accessible adventure for non-professionals. Indeed, Mount Everest is arguably a main attraction for many adventure seekers and the main destination in Nepal.
The world’s highest summit contributes significantly to the country’s economy, particularly for the communities that live nearby, where other income sources are inaccessible. However, Nepal’s mountaineering legacy goes beyond Mount Everest. The country is home to a series of other incredible peaks waiting to be explored. To shine a light on these lesser-explored summits, PepsiCo’s fearless beverage brand, Mountain Dew Nepal, has launched the “Peaks of Courage” campaign, giving a chance to anyone to take them on.
At the heart of the initiative, supported by Nepal Tourism Board and the Discovery Channel, is a short video featuring climbers venturing into Nepal’s unexplored landscapes. The film depicts a seasoned Sherpa and an international climber reflecting on the true spirit of climbing, not simply conquering a certain summit, but a journey of discovering what lies beyond. In addition to the film, the brand has reimagined its bottle label to feature a QR code which, once scanned, sends users to a digital expedition where they can choose which of the country’s eight iconic peaks they want to overcome.
“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. This campaign brings together technology, storytelling, and cultural insight to offer a new lens on adventure; one that celebrates the depth of Nepal’s legacy and dares the world to look beyond the obvious,” explained Tarun Bhagat, Chief Marketing Officer – South Asia, PepsiCo India.
Mr. Deepak Raj Joshi, Chief Executive Officer, Nepal Tourism Board, added: “The campaign goes far beyond just a film. It actively engages with the mountaineering community — including seasoned Sherpas, local climbing experts, and aspiring adventurers — through immersive digital storytelling and on-ground experiences. 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. It’s a global platform where adventure-seekers can learn, plan, and prepare for their next big climb. As NTB, our endeavour is to invite the world to have #LifetimeExperiences in our country, and this ties in seamlessly with our strategic vision.”
“Peaks of Courage” is in line with the brand’s adventurous spirit regarding adventure — not just inspiring consumers to climb heights but confronting personal fears. The campaign invites climbers to face new challenges head-on, encouraging mountaineering experts to go beyond the usual and explore the country’s lesser-known places.
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