Mountain Dew’s ‘DEW It sa Pista: Sugod-Fiesta Edition’ celebrates the tradition that turns every handaan into a barangay-wide feast.
When fiesta season arrives in Bacolod, the celebration stretches far beyond the streets.
Yes, there are parades, performances, and plenty of chicken inasal. But for many Negrenses, the real celebration happens at home. During fiesta season, families throw their doors open to relatives, neighbors, friends, and even first-time visitors. It’s not unusual to be invited in for a plate of food, a cold drink, and a few stories around the table.
It’s this uniquely Filipino tradition of welcoming guests into one’s home that Mountain Dew celebrates in its latest creator campaign, DEW It sa Pista: Sugod-Fiesta Edition.
Set during the Bacolod Chicken Inasal Festival, the campaign follows food creator Ninong Ry alongside ‘Barangay Captain’ Nisa Nuggets, River Joseph, and Dustin Yu, a.k.a. the Tropang DEWds, as they trade the usual festival route for something more personal: real Bacolod homes.
Instead of simply sampling festival favorites, the Tropang DEWds experienced Bacolod’s house-to-house fiesta tradition firsthand. They shared home-cooked meals with Negrense families, heard the stories behind each handaan, and discovered how one family’s dining table can quickly become a gathering place for the entire barangay.
Watch the full DEW It sa Pista: Sugod-Fiesta Edition on Mountain Dew Philippines’ official social media channels and discover why, in Bacolod, every handaan has room for one more.