Dive Brief:
- PepsiCo soft drink brand Mtn Dew has partnered with NASCAR driver Dale Earnhardt Jr. to promote a limited-edition flavor called "DEW-S-A" that combines its existing Code Red, Voltage and White Out flavors, according to a company news release.
- The campaign launches with a late-night TV infomercial on YouTube starring Earnhardt that features a functioning call-in number — 1-877-DEWSA-88. Callers can hear from Earnhardt and purchase the limited-edition item. The campaign also includes an in-show feature at the Kansas Speedway, TV spots, in-store displays and social media content.
- Earnhardt is entering his final season as a driver for NASCAR and has been a Mtn Dew brand spokesperson for a decade, per the release. The DEW-S-A flavor will be available at retailers through August.
Dive Insight:
Mtn Dew has been active in branding through live events such as music festivals and sports tie-ins and the new campaign combines that strategy with a nostalgic nod toward long-form TV advertising with the infomercial, which runs more than two minutes.
The infomercial is very much tongue-in-cheek, poking fun at some of the antics presenters have gotten up to in the past while also calling out how some people might have a hard time pronouncing the new product's name, perhaps in reference to the sometimes strange-sounding flavors some brands have come up with as they continue to try to push the envelope on delivering new experiences.
The limited-edition flavor was inspired by fans mixing different Mtn Dew flavors and showcasing their experiments on social media, according to Chauncey Hamlett, senior director of marketing for Mountain Dew in the press release. The effort speaks to how brands are trying to engage Gen Z, who are interested in having a relationship with a brand if it provides value, meaning brands need to find ways to be a part of their lives.
Other campaigns from Mountain Dew this year have included a focus on mobile for a global campaign in January, a multi-channel campaign run during the NBA All-Star weekend and a free music festival held during Coachella in Palm Springs in March.
