GIVING BRANDS CULTURAL MOMENTUM

We infuse cultural currency into new concepts with on-trend salient brand reference points that “click” with consumers – creating a powerful brand-consumer connection.

A CASE STUDY IN THE MODERN BACK STORY

THE CHALLENGE

On the back of successful limited edition flavor launches, Mountain Dew wanted to explore a new longer-term approach to product innovation.

THE UNLOCK

We created rich archetype-driven platforms based on the brand’s unique DNA as well as powerful culturally rich brand reference points. These brand-centric innovation platforms sparked new product ideas that resonated deeply with millennial consumers in a way only Dew could deliver.

THE RESULT

DewShine was born of an innovation platform celebrating the brand’s authenticity and independent spirit, riffing off the brand’s moonshine roots to incorporate modern millennial values of craft and real flavor.
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