Mtn Dew Black Label brings a deeper darker DEW to the Nation
In the fall of 2015, Mtn Dew Black Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the unique carbonated soft drink made with real sugar, crafted dark berry flavor and herbal bitters. The thirst for the darker and more mysterious side of DEW was clear as word quickly spread across social media networks and product flew off campus shelves. Now, all of DEW Nation can let loose, but with a little bit of class, with the national release of Mtn Dew Black Label.
"DEW Nation loves to have a good time and Mtn Dew Black Label adds a touch of class to those awesome moments," said Greg Lyons, senior vice president of marketing, 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, the brand is extending its BOLDLY REFINED campaign to give DEW Nation a fully immersive experience as the product hits retailers across the country. It started this month with an experiential activation during South by Southwest (SXSW) in Austin, Texas, which included the Mtn Dew Black Label Parlor, a "SXSW Takeover" concert, and product seeding at local bars and venues. The campaign continues with the release of a new digital spot called "Gentlemen of the Jacket," which showcases 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.
DEW will also 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. Starting in April, the brand will hit the road to introduce Mtn Dew Black Label to fans across the U.S. through a grassroots sampling tour, which will feature a pop-up sampling bar and other activities at retail locations, festivals, and colleges and universities.