In the United States, PepsiCo has extended its Mountain Dew range with the national release of Mtn Dew Black Label – a carbonated soft drink made with real sugar, crafted dark berry flavour and herbal bitters, packed in 16oz matte black cans.
In autumn 2015, Mtn Dew Black Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the new beverage.
“DEW Nation loves to have a damn good time, and Mtn Dew Black Label adds a touch of class to those awesome moments,” said Greg Lyons, senior vice president of marketing for Mountain Dew. “It’s a beverage that satisfies a taste for life’s finer things without sacrificing the boldness of DEW.”
Along with the nationwide release of Mtn Dew Black Label, the brand is extending its Boldly Refined campaign by embarking on a fully immersive Mtn Dew Black Label experience as the new product rolls out through retailers across the US. It started this month with an experiential activation during the South by Southwest Music Conference and Festival in Austin, Texas.
The campaign continues with the release of a new digital spot called Gentlemen of the Jacket, showcasing skaters, gamers and mixologists – as well as DEW athlete and pro skateboarder Theotis Beasley.
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