Mtn Dew is taking local marketing to the extreme with a summer campaign that includes special packaging and ads for all 50 states.
The so-called “DEWnited States Collection” includes special bottle designs highlighting landmarks and icons associated with each state. The animated, playful designs include one for California that includes images of surfboards and redwood trees. New York’s shows the Brooklyn Bridge and the Illinois bottle includes an illustration of Chicago’s public art sculpture known as the Bean. The campaign also includes the release of a so-called Mtn Dew Liberty Brew, described in a press release as “a blend of 50 different signature flavors combined in this limited-edition Dew.”
The effort follows the trend of big national beverage brands seeking loyalty through making local connections. For instance, Budweiser a couple years ago sold beer in 11 different bottle designs that carried the names of the states where it has breweries. Absolut Vodka has long marketed “city series” bottles that have included Absolut Chicago and Absolut Brooklyn. Coke last year began selling specialty sodas including Coca-Cola Georgia Peach and Coca-Cola California Raspberry.
But Dew’s program seems more ambitious than most. It will be supported with 450 unique creative assets, including 50 separate 15-second digital videos targeting each state, as well as state-targeted in-store displays. Ad buys for the digital ads include a network of screens at gas station pumps. On TV, the PepsiCo-owned brand will run a single 15-second national spot.