Mountain Dew released an awesome, unique carbonated soft drink made with real sugar, crafted dark berry flavor and herbal bitters. The new twist on the beloved original soft drink goes by Mountain Dew Black Label. In the fall of 2015, the new drink was exclusively given to 600 colleges and universities, allowing students to be the first consumers to have the taste new flavor. When word on the Black Label quickly spread across all social media networks, it was evident that there was a thirst for the darker and more mysterious side of DEW.
Greg Lyons, Senior Vice President of Marketing at Mountain Dew says, “DEW Nation loves to have a good time and Mountain Dew Black Label adds a touch of class to those awesome moments, it’s a beverage that satisfies a taste for life’s finer things without sacrificing the boldness of DEW.”
Along with the release of their new beverage, the brand is expanding its BOLDLY REFINED campaign to give DEW Nation a fully immersive experience as the product hits retailers. This campaign started with an activation at the music festival, South by Southwest in Austin, Texas. Essentially, they had a Mtn Dew Black Label takeover with a parlor at the festival and product seeding at local bars and venues. The campaign also went digital with the “Gentleman of the Jacket” spot. This showcased different “gentlemen” – skaters, including DEW athlete and pro skateboarder Theotis Beasley, mixologists and gamers – all crossing over to the classier side of DEW with the help of putting on a unique jacket.
In addition, DEW also plans to release a Mtn Dew Black Label GIF keyboard, available for use on mobile via the App Store or Play Store and featuring content from the “Gentlemen of the Jacket” digital spot.
DEW is proposing to do a road trip throughout the US and do a grassroots sampling tour, giving their consumers the opportunity to try the beverage for themselves. At each stop along the way they will feature a pop-up sampling bar and other activities at retail locations, festivals, and colleges and universities.