PURCHASE, N.Y., March 30, 2016 /PRNewswire/ -- With the national release of Mtn Dew® Black Label® the brand is unveiling a 'deeper darker DEW®.' A carbonated soft drink made with real sugar, crafted dark berry flavor and herbal bitters, Mtn Dew Black Label is made for those times when DEW Nation wants to live it up – with a touch of class – and represents a lifestyle and state of mind that's just a bit more refined.
In the fall of 2015, Mtn Dew Black Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the unique new beverage. The thirst for the darker and more mysterious side of DEW was clear as word quickly spread across social media networks and product flew off campus shelves. Now, all of DEW Nation can let loose, but with a little bit of class, with Mtn Dew Black Label.
"DEW Nation loves to have a damn good time, and Mtn Dew Black Label adds a touch of class to those awesome moments," said Greg Lyons, senior vice president of marketing, Mountain Dew. "It's a beverage that satisfies a taste for life's finer things without sacrificing the boldness of DEW."
Along with the nationwide release of Mtn Dew Black Label, the brand is extending its BOLDLY REFINED™ campaign. DEW Nation will now get a fully immersive Mtn Dew Black Label experience as it hits retailers across the country. It started this month with an experiential activation during South by Southwest® Music Conference and Festival (SXSW®) in Austin, Texas, which included the Mtn Dew Black Label Parlor, a "SXSW Takeover" concert, and product seeding at local bars and venues.
The campaign continues with the release of a new digital spot called "Gentlemen of the Jacket." The content showcases different "gentlemen" – skaters, including DEW athlete and pro skateboarder Theotis Beasley, mixologists and gamers – all crossing over to the classier side of DEW with the help of putting on a unique jacket. This subtle act invokes a transformation. Whatever world they are in becomes a more refined version of itself, yet still genuine, still recognizable and still getting at the heart of all things DEW.
To celebrate the nationwide launch, DEW will also release a Mtn Dew Black Label GIF keyboard that will be available for use on mobile via the App Store or Play Store. The GIFs will feature content from the "Gentlemen of the Jacket" digital spot and fans can check out the Mtn Dew Black Label website for more details in the coming weeks. Also, starting in April, the brand will hit the road to introduce Mtn Dew Black Label to fans across the U.S. through a grassroots sampling tour, which will feature a pop-up sampling bar and other activities at retail locations, festivals, and colleges and universities.
Mtn Dew Black Label is now available at retailers nationwide and comes in signature 16-ounce matte black cans.
For more information, please visit http://www.mountaindew.com/blacklabel/.
About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on Twitter @mountaindew.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.
Kristen Mueller, PepsiCo
Katie Zeidman, Golin
SOURCE Mountain Dew