Mtn Dew hypes new Cheetos Flamin' Hot collab with streetwear, granny influencers

Dive Brief:

PepsiCo's Mtn Dew and Cheetos brands have collaborated on a soft drink imbued with the spicy flavors of Cheetos Flamin' Hot chips, according to a press release.
Starting Aug. 31, Mtn Dew Flamin' Hot will be available while supplies last exclusively on the official online Dew Store. The beverage features a bright red-and-yellow packaging design and new fireball mascot.
Similar aesthetics inform an accompanying streetwear capsule collection from Broken Promises, which hits presale on the apparel brand's app Sept. 3 before going wide to the public the following day. On social media, Mtn Dew is deploying grandma influencers @baddiewinkle and @GrannyCoyBundy on Instagram and TikTok to promote the product's distinctive blend of sweet and spicy.

Dive Insight:

Mtn Dew and Cheetos are making a splash with an unusual flavor combination that's already raised some chatter online, including from Twitter users skeptical of how the intense sweet-and-spicy combo will impact their stomachs. The oddball collaboration arrives as spicy eating challenges are commonplace on social media and even serve as the basis of franchises like First We Feast's mega-popular "Hot Ones" show, where celebrity guests are tasked with answering personal questions while consuming increasingly hot wings.

"This is one of our most provocative beverages yet, and we're excited for DEW Nation to taste the unique blend of spicy and classic sweet citrus flavor of MTN DEW," said Matt Nielsten, senior director of marketing at Mtn Dew, in a press statement.

The latest bit of PepsiCo product synergy looks to tap into the cult-like following attached to Cheetos Flamin' Hot. The Frito-Lay offering, whose origins are hotly contested, has previously served as the inspiration for everything from fast-fashion collections to pop-up restaurant concepts. PepsiCo is angling to preserve an aura of exclusivity for Mtn Dew Flamin' Hot, which comes in six-pack cases that are limited to two orders per customer and only ship to certain markets around the U.S.

Mtn Dew and Cheetos are also trying to add some streetwear to cool the rollout by linking with Broken Promises, an apparel marketer whose skate culture designs are targeted at Gen Z. The Mtn Dew Flamin' Hot merchandise, which will initially only be available to subscribers on the Broken Promises app, encompasses shirts, hoodies, sweatpants and accessories.

Cheetos has recently employed similar tactics. Earlier this summer, it partnered with Adidas on a leisurewear line based around its ongoing partnership with global reggaeton star Bad Bunny. The lounge gear was available for early access through a piece of finger-scanning technology that recognized whether or not a user's hands were coated in Cheeto dust, which the brand calls "Cheetle."

Mtn Dew has continued to lean on partnerships to drum up excitement for new products. Earlier this month, PepsiCo announced a tie-up with Samuel Adams and Truly marketer Boston Beer to produce a Hard Mtn Dew offering in the U.S. The boozy beverage is expected to hit shelves in early 2022.