Brands – and new product ideas – “click” with consumers when they’re built from a recognizable, relevant reference point.
A CASE STUDY IN THE MODERN BACK STORY
On the back of successful limited edition flavor launches, Mountain Dew wanted to explore a new longer-term approach to product innovation.
We created rich archetype-driven platforms based on the brand’s unique DNA as well as powerful cultural references. These brand-centric innovation platforms sparked new product ideas that resonated with millennial consumers in a way only Dew could deliver.
Born of an innovation platform celebrating the brand’s role as cultural instigator, Mtn Dew Black Label blends in modern millennial values of craft and daring to create a deeper, edgier Dew.