Mtn Dew DewShine
Any good history nerd will tell you that rum runners ran moonshine down the Dixie Highway during prohibition. It was a wild time filled with fast cars and very hard liquor. And DEW was there for a lot of it because it was created in the hills of Tennessee as a mixer for said liquor. For the launch of DewShine, a product reminiscent of that time, we decided to lean into the history surrounding it. We renamed the highway DewShine Highway and ran the product from the Florida/Georgia line down to the Bristol Motor Speedway. A lot happened on that run, watch the recap video to see it all.
And the results: All told we distribute 40,768 full-bottle samples, 147,152 poured samples, and 5,000 customized 25-ounce jugs. The campaign was originally scheduled to last 6 weeks but was expanded to 12 after the initial success. And another 11 after that to take it to the rest of the country.
Bronze Clio
