Location: United States
Project Type: Produced
Client: Mountain Dew Major Melon
Product Launch Location: United States
Packaging Contents: Soda Beverages
Packaging Substrate / Materials: Can
Our MTN DEW brand just announced the first new permanent flavor in ten years, MTN DEW Major Melon, featuring the great taste of watermelon with a DEW twist. The naming, visual identity, Illustration & packaging were all created in-house by our Design team. This launch represents a new era and shift in visual strategy for MTN DEW flavors by moving into character driven design narratives that also communicate the bold flavor, helping consumers find new flavors faster as well as building equity.
DEW Nation is a passionate and vocal fan base. They have shown deep loyalty for flavors and LTOs in the past and an increasing affinity for unique designs that stand out as much as our bold flavors do. They’re always searching for what’s new and have almost a “collector’s mindset” when it comes to new DEW products. The more unique we can make it the more they desire it for their collection of DEW memories.
“MTN DEW Major Melon is the first new permanent flavor in over a decade and the design evokes fearlessness and fun,” said Leon Imas, VP Design, Beverage & Experience, PepsiCo Beverages North America. “The character-driven design communicates the bold watermelon flavor while telling a story, and we’re really excited to deliver a unique, stand-out offering for the passionate and loyal DEW consumers.”