10/23/2026
WHEN THE WWF TEAMED UP WITH MOUNTAIN DEW — THE MOUNTAINS OF MIGHT, 1988!
Randy Savage, the Ultimate Warrior, Hercules, and the stars of the World Wrestling Federation were everywhere in the late 1980s. On television, in toy stores, on magazine covers, and even in the soft drink aisle at your local supermarket.
In 1988, Mountain Dew joined forces with the WWF, bringing together one of America’s most recognizable soft drinks and a wrestling promotion enjoying an extraordinary period of mainstream popularity.
The result was advertising and promotional material that captured everything about the WWF during that era: larger-than-life personalities, bright colors, outrageous characters, and a marketing machine that knew exactly how to reach its audience.
Mountain Dew became the Official Soft Drink of the World Wrestling Federation, and the partnership extended directly into one of the company’s most popular television programs, Saturday Night’s Main Event on NBC.
Viewers were treated to the “Mountain Dew Slam of the Night,” a sponsored segment showcasing some of the most impressive action from WWF superstars.
On October 29, 1988, the Ultimate Warrior was featured. Brutus “The Barber” Beefcake received the spotlight on November 26, and Demolition was featured during the January 7, 1989 broadcast.
But the relationship wasn’t limited to television.
Mountain Dew brought the WWF into grocery stores, convenience stores, and promotional displays through advertising campaigns featuring some of wrestling’s most recognizable faces.
One of those campaigns was called “Team Up With the Mountains of Might.”
And the photographs accompanying this article offer a terrific look at what that promotion was all about.
There was Hercules, one of the WWF’s most physically imposing competitors, wearing his trademark chains and holding six cans of Mountain Dew in a colorful cardboard display. The combination of his intimidating appearance, the WWF logo, and Mountain Dew’s familiar green-and-red packaging made for a memorable piece of advertising.
Another promotional photograph brought together Hercules, Randy “Macho Man” Savage, the Ultimate Warrior, and Tito Santana beneath the Mountains of Might banner.
Savage was the reigning WWF Champion following his victory at WrestleMania IV. The Ultimate Warrior had exploded onto the national scene and captured the Intercontinental Championship from the H***y Tonk Man at SummerSlam. Hercules was an established WWF powerhouse, while Santana represented the established talent appearing regularly on the company’s television programming.
Mountain Dew also ran its “Slam Down a Dew” sweepstakes, using WWF imagery and the excitement surrounding professional wrestling to encourage fans to participate.
It was the kind of national advertising exposure that would have been difficult to imagine for a wrestling promotion just a few years earlier.
During the territory days, wrestling promotions depended heavily on local television stations, newspaper advertising, and regional sponsors to sell tickets. By the late 1980s, Vince McMahon’s WWF had developed into a national entertainment property that major consumer brands wanted to be associated with.
Mountain Dew wasn’t advertising a wrestling event in a particular city. It was using professional wrestlers to help sell a product to consumers across the country.
For the kids who grew up during this period, the connection was natural. These were the same wrestlers they watched on Saturday mornings, followed on Saturday Night’s Main Event, collected as LJN action figures, and read about in WWF Magazine.
Now those familiar faces were showing up in advertisements for something they could buy at the corner store.
There was something distinctly 1980s about the entire campaign, too. The enormous gold lettering, the bright blue backgrounds, the old WWF logo, the colorful Mountain Dew cans, and the wrestlers posing as though they were promoting the main event at Madison Square Garden.
Even Hercules holding six cans of soda looked like he was preparing to challenge somebody for a championship.
And while television commercials and sponsorship segments came and went, the cardboard displays, magazine advertisements, and promotional photographs became collectibles in their own right.
Today, surviving examples offer a fascinating look at a time when the WWF was expanding its influence far beyond the wrestling ring.
These weren’t simply advertisements for Mountain Dew. They were examples of how successfully professional wrestling had entered American popular culture by the end of the decade.
For fans who grew up in the 1980s, the WWF wasn’t something you watched for a couple of hours each week. It was on your television, in your toy box, on the magazine rack, and, thanks to Mountain Dew, even in the soft drink aisle.
A terrific collection of advertising from a very nostalgic time for many of us.
— Steve Stasiak, Book Pro Wrestlers