Mtn Dew localizes national campaign with state-specific bottles, 50 unique digital ads

Dive Brief:

PepsiCo's Mtn Dew brand rolled out limited-edition bottles nationally that feature artwork emblematic of every state, according to a company statement. The beverage brand also said it's giving $100 prepaid gift cards to customers who collect all 50 bottles and released the limited-edition Liberty Brew, which combines 50 different signature flavors.
As part of its "DewNited States" campaign, the company created more than 450 unique creative assets tailored to each state, including video content, digital and social ads and in-store displays. From June 3 through July, Mtn Dew will also deploy 50 different 15-second ads, which include animated shorts and a version of "America the Beautiful" by all-female rock group Boytoy.
Consumers will also be able to access local DewNited States Snapchat filters, customized merchandise and augmented reality (AR) experiences. The campaign will also have a presence at Dew Tour, an extreme sports circuit sponsored by Mtn Dew.

Dive Insight:

Mtn Dew is using its summer campaign to recognize the variety of activities Americans engage in and celebrating those differences as a example of what makes the country great, as evidenced by its use of "America the Beautiful" for the musical portion. Coming at a divisive time in American society, the brand appears to be trying to put a positive spin on the idea of differences, which somewhat contrasts mainstream media's focus on the perils of a divided nation. As such, the campaign feels tailor-made for Gen Z, which is a very diverse generation and one that generally appreciates celebrating those differences.

Creating a national campaign that's customized by state also enables Mtn Dew to make its messaging more personal, something marketers recognize the need for but often struggle to execute at scale. Mtn Dew is relying heavily on digital tech to enable the customized elements of the campaign, which could help it engage younger consumers at a time when soft drink companies have struggled to lure millennials and Gen Zers as they opt for healthier drinks. The unique 15-second digital ads for every state will feature animations to bring the artwork from each label to life. Elements of each state will also be used in the distinct Snapchat filters and AR experiences.

The brand's attempt at mass customization is reminiscent of Coca Cola's "Share a Coke" campaign that featured people's first names and was the brand's summer marketing tent-pole for several years.

Mtn Dew has previously enlisted musical influencers such as the rap group Migos and "The Breakfast Club" host Charlamagne Tha God to boost its brand. The company has also partnered with Snapchat to create exclusive lenses and has given gear like T-shirts, backpacks and sleeping tents in other campaigns.