To drum up excitement and to gain valuable floorspace across retail chains, Mountain Dew created exclusive Dew flavors for different retailers and then challenged us to come up with Dew-Worthy campaigns for each. For Walmart, we went big, partnering up with Nascar’s Chase Elliot to launch Mountain Dew Zero in epic fashion with four spots that also came to life in-store with activations to match. For example, our giant Mountain Dew race car installation that was in our spot, was also physically matched in-store. These videos were also featured online and in-store as exclusive Walmart content.
For Circle K we took advantage of our digitally savvy target and created an AR store takeover experience. To inspire repeat purchase, shoppers were rewarded with amazing prizes, discounts, product and merch every time they scanned our Purple Thunder POS. Plus we tied purchase into Circle K’s loyalty program for additional rewards and incentives to buy. Launching in 2022, Purple Thunder was the most successful product launch for the year for Circle K.
At Dollar General, we focused on value and the full spectrum of flavor powered by MTN Dew Flamin’ Hot and Maui Burst. Bundled together, our shopper won big both in exclusive flavor and savings. Then leveraging geo-fencing and targeted mobile texts, we hit people right when and where they were most likely to buy.
For 7Eleven we targeted the gaming world which indexes extremely high among this shopper – pairing Mountain Dew Melon Madness with the chance to win exclusive gaming prizes and coveted training sessions with their gaming heroes – only at 7Eleven!
Chris Stevenson 