MTN DEW Launches Collectible Labels For All 50 States
MTN DEW is celebrating what makes the United States great this summer by releasing the DEWnited States Collection, a limited-edition bottle series representing all 50 states. Influenced by DEW fans and the pride they have in their home states, each collectible bottle of specially marked Original MTN DEW and Diet MTN DEW features artwork unique to the state it represents. Knowing DEW Nation loves collecting and lives for a challenge, DEW is also offering $100 when they collect all 50 bottles. In addition, the brand is releasing MTN DEW LIBERTY BREW, a blend of 50 different signature flavors combined in this limited-edition DEW.
"We have some of the most passionate fans who embody the spirit of DEW, and what we've noticed in following them on social media is that they all do it differently," said Erin Chin, senior director, marketing, MTN DEW. "DEWnited States is about recognizing those differences and celebrating the pride Dew Nation has for their home states, all while championing the unifying messaging of doing no matter where they live."
To launch DEWnited States, DEW has created more than 450 unique creative assets across the campaign, including video content, digital and social ads, in-store displays and more, customized for each state. DEW is launching 50 unique, 15-second digital advertisements. The spots bring the artwork from each of the labels to life in animated shorts. Each spot also includes an adaptation of "America the Beautiful" by all-female rock group BOYTOY, recorded specially for this campaign.
Throughout the summer, fans across the U.S. will have other opportunities to see the unique elements of their states come to life, including DEWnited States Snapchat filters; partnership with key, national retailers offering customized DEWnited States gear and augmented reality experiences; and a presence at DEW Tour showcasing the DEW action sports athletes' home state pride.