Mountain Dew explains its philosophy.

"To get to easy you have to go through hard." Fair enough.
I like the sentiment

Client: Mountain Dew
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Creative Director: Dan Wright
Head of Art: Mike Davison
Art Director: Scott Kelly
Copywriter: Ben Polkinghorne
Group Account Director: Tim Ellis
Account Director : Sophie Martignier
Account Manager: Siva Clement
Planner: Andy McLeish
Photographer : Mark Carter
Retoucher: Lightfarm Studios