Mtn Dew’s latest campaign will give Corona Island a serious run for its money. The PepsiCo brand announced last week it would take up residence in the rugged mountains of Tennessee, its birthplace.
Just outside the town of Mountain City, Doe Mountain will be the site of Mtn Dew Outpost, launching in May 2022. The brand will donate funds to support outdoor activities in the nearly 9,000-acre wilderness, like archery courses and trail expansions into the mountain’s unexplored regions.
“Our fans are exploring the outdoors now more than ever; it’s the perfect time to return to Tennessee, and give back to the community,” said Pat O’Toole, vice president of marketing at Mtn Dew, in a statement. “While Mtn Dew will pay homage to its name and roots at Doe Mountain, we aspire to leave a positive impact, providing wider access to these preserved mountain lands and fueling outdoor enthusiasts’ passions.”
Early renderings of the outpost are an explosion of green hues, cutting across the architecture in geometric patterns. The new venue and activities from Mtn Dew are part of a $1.25 million initiative to promote outdoor adventure across the nation this year.
From now to Jan. 14, wilderness enthusiasts can enter a branded sweepstakes to become the first Mtn Dew Outpost Ranger. In addition to a full week in the glorious outdoors, leading group hikes, scavenger hunts and other community activities, the ranger will receive free travel to Doe Mountain, a $5,000 stipend, a Dew-branded uniform, access to exclusive Dew products, a Polaris Ranger XP 1000 Premium vehicle and decked out RV accommodations provided by RVshare.
“Next year marks ten years since the State of Tennessee and The Nature Conservancy purchased Doe Mountain and saved over 8,000 acres of land from large-scale timber-cutting, preserving the mountain so that outdoor lovers can continue to explore and hone their skills,” said Shawn Lindsey, director of Doe Mountain Recreation Area, in a statement. “The funding Mtn Dew provides will introduce a new era for Doe Mountain, empowering us to offer new programs and opportunities for local jobs and businesses, as well as tourism revenues for the State of Tennessee.”