MTN DEW had long been synonymous with action sports and high-energy culture, but the growth of the energy category and years of increasingly extreme positioning had weakened its relevance with a broader audience.

Our team set out to reconnect the brand with its outdoor roots by putting the “Mountain” back in MTN DEW. We developed a refreshed brand world centered on bold flavor, real experiences and the reward that follows time spent outside.

MY ROLE: As part of the internal brand design team, I helped shape and implement the new identity across packaging, retail, experiential, OOH, social, and leading merchandise and licensing.

MOUNTAIN DEW REBRAND

REDESIGNING AN 80-YEAR-OLD ICONIC BRAND IS NOT EASY TASK, AND IN 6 MONTHS, WITH NO EXTRA BUDGET, SHOULD’VE MADE THIS IMPOSSIBLE.

MARKETING TEAM:
Sara Garner (Ostrander)
Sean Roberts
Carly Siegel
Kevin Moeller
Akhila Ramaraju
Kelly Subin
Rachael Feldman
Prithvi Malik
Kyle Lazarus
JP Bittencourt
Mark Kirkham

AGENCY SUPPORT:
Burn & broad
Roger - Motion

MTN DEW DESIGN:
Sean Huls
Louis De Villiers
Corey Adams
Jeff Bartel
Sam cardelfe
Eva Rodriguez
Sam Wolfson - Motion
Michal Carreon

INNOVATION DESIGN TEAM:
Ange Luke
Molly ketterer
Jiaping Chen

3 BILLION MEDIA IMPRESSIONS

With a redesign as big of a change (positioning, design, strategy) we had to let people know the new DEW was here! Media impressions were both earned and paid with outlets like: Fast Company, Mens Health, Ad Age, Bev Net, CBS News and CNN to name a few. Additional data points below:

94% Positive to neutral sentiment

86% Included at least 1 branded asset

50% Included at least 1 brand/executive quote

$500K IN
SAVINGS

Brand strategy, positioning, Brand Book, portfolio architecture, asset creation, brand building, and all other support materials developed in-house.

+3 PURCHASE
INTENT

Brand and packaging testing (Qual + Quant) was very favorable and resulted in quickly honing down into the current strategy and Viz. other metrics that helped guide us:

+6pts Great tasting

+7pts Fun

+9pts Outdoor Activities

+13pts Refreshing