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PURCHASE, N.Y. — Mountain Dew is celebrating what makes the United States great this summer by releasing the DEWnited States Collection, a limited-edition bottle series representing all 50 states. Influenced by Dew fans and the pride they have in their home states, each collectible bottle of specially marked Original Mountain Dew and Diet Mountain Dew features artwork unique to the state it represents. Knowing DEW Nation loves collecting and lives for a challenge, DEW is also offering $100 when they collect all 50 bottles. In addition, the brand is releasing Mountain Dew Liberty Brew, a blend of 50 different signature flavors combined in this limited-edition Dew.
“We have some of the most passionate fans who embody the spirit of Dew, and what we’ve noticed in following them on social media is that they all do it differently,” said Erin Chin, senior director, marketing, Mountain Dew. “DEWnited States is about recognizing those differences and celebrating the pride Dew Nation has for their home states, all while championing the unifying messaging of doing no matter where they live.”
To launch DEWnited States, Dew has created more than 450 unique creative assets across the campaign, including video content, digital and social ads, in-store displays and more, customized for each state. DEW is launching 50 unique, 15-second digital advertisements rolling out today through July and a new, 15-second national television spot premiering Monday. The spots bring the artwork from each of the labels to life in animated shorts. Each spot also includes an adaptation of “America the Beautiful” by all-female rock group BOYTOY, recorded specially for this campaign.
Throughout the summer, fans across the U.S. will have other opportunities to see the unique elements of their states come to life, including DEWnited States Snapchat filters; partnership with key, national retailers offering customized DEWnited States gear and augmented reality experiences; and a presence at Dew Tour showcasing the DEW action sports athletes’ home state pride.
Fans have the opportunity to not only show off their love for where they are from, but also get $100pre-paid gift card when they collect all 50 bottles. To earn the gift card, fans purchase specially marked DEWnited States products, visit Dewnited.com, enter the code, scan the label and get a $100 pre-paid gift card.
Collectible DEWnited States bottles of Original Mountain Dew, Diet Mountain Dew and Mountain Dew Liberty Brew are available at retail stores nationwide in 20 oz. bottles, 16 oz. bottle multipacks and .5L bottle multipacks. Products are available for a limited time. Mountain Dew Liberty Brew is not a part of the promotion.
