KATHMANDU, MARCH 23 Mountain Dew Nepal's 'Peaks of Courage' campaign has secured four major awards at Spikes Asia 2026, including the Grand Prix in Activation, marking a significant international recognition for a campaign originating from Nepal. The campaign, launched in 2025 in partnership with the Nepal Tourism Board and promoted through Discovery Channel, also won a Silver award in Innovation and Bronze awards in Creative Data and Brand Experience. According to the company, the initiative aimed to redefine Nepal's mountaineering narrative beyond Mount Everest by promoting lesser-known peaks through immersive storytelling and digital engagement tools. Features such as QR-enabled platforms and a 'Dare Score' system allowed consumers to connect with real adventure experiences. The campaign reportedly reached around 20 million people through television, digital platforms and influencer marketing, generating approximately 400,000 microsite interactions. It also contributed to over 100 confirmed expeditions to non-Everest peaks and created more than 2,000 seasonal livelihood opportunities in remote regions. Brand Lead for Beverages at PepsiCo's area countries, Nafisa Nawal Khan Chowdhury, said the campaign combined cultural storytelling, technology and adventure to highlight Nepal's untapped mountaineering potential. The company stated that the campaign continues to promote sustainable support for Sherpas and local communities while inspiring climbers worldwide.