DEW fans had tasted Mtn Dew® Flamin’ Hot® before with a limited, online only release. In year two, the DEW team set a goal to release the limited-edition flavor again, but this time, on major retail shelves nationwide. Our challenge was truly cutting through the clutter to announce the launch. We needed more than just a “new flavor” message. We needed to generate a buzz that couldn’t be ignored. We needed to build a cultural stunt that couldn’t be missed. Simply put, we needed to turn the heat up—all the way up. So we did.