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 cultural references. These brand-centric innovation platforms sparked new product ideas that resonated with millennial consumers in a way only Dew could deliver.

The Unlock

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.

The Result

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.