PepsiCo Does the Dew with Classy Black Label Debut

The marque is extending its Boldly Refined campaign for a fully immersive brand experience as the variant hits retailers countrywide

PepsiCo has added to its stable with the premiere of Mtn Dew Black Label, unveiling a ‘deeper darker DEW’ vibe. A beverage packing a bold berry flavour adopted from herbal bitters, the carbonated variant is designed to appeal primarily to lifestyle aficionados with a refined palate for class.

Launched using the exclusivity approach, the offering was made available to 600 colleges and universities, giving students a first taste of the new drink in town. The move generated major hype, with the word spreading quickly across social media and the product flying off campus shelves.

Alongside the nationwide release, the marque is extending its Boldly Refined campaign for a fully immersive brand experience as the unique concoction hits retailers countrywide. Promotions kicked off with an experiential activation at the South by Southwest Music Conference and Festival in Austin, Texas.

The effort included the Mtn Dew Black Label Parlor, an SXSW Takeover concert as well as product seeding at select local bars and venues. The push continues with a digital spot titled, Gentlemen of the Jacket, starring DEW pro skateboarder, Theotis Beasley, alongside a masculine theme.

Embodying ‘difference’ with manly finesse, the commercial also entails an eclectic mix of skaters, mixologists, and gamers, who were engaged to depict a transformation of sophistication. Amplifying the movement, Mountain Dew is releasing a GIF keyboard for mobile use via the App Store or Play Store.

It will enable users to explore a dedicated website for more on Black Label in the coming weeks. Meanwhile, the brand hits the road in April to introduce the drink to America’s pop culture through a grassroots sampling tour. The product is now available nationwide and comes in signature 16-ounce matte black cans.

“DEW Nation loves to have a damn good time, and Mtn Dew Black Label adds a touch of class to those awesome moments. It is beverage that satisfies a taste for life’s finer things without sacrificing the boldness of DEW,” said Greg Lyons, Senior Vice President of Marketing for Mountain Dew.