Dew’s Mobile Tour Evokes its Tennessee Roots
Mountain Dew took a cruise down memory lane with a sampling tour that paid homage to its Tennessee roots. With the help of three Rat Rod-style sampling vehicles, the brand made stops along the historic Dixie Highway to promote the launch of its DEWshine beverage at colleges, festivals and sporting events in an effort to connect with its young male target. Initially outlined as a short-term endeavor, the tour was extended following its overwhelming success, ultimately spanning 23 weeks and covering a comprehensive portion of the American landscape.
Dripping with old-school vibes—including glass bottle packaging—DEWshine evokes an era gone by, prompting Mountain Dew to leverage a 1940s aesthetic throughout the sampling tour. Three custom vehicles led the way: a 1946 Chevy truck, a 1938 Chevy coupe and a companion 1938 BMW replica motorcycle, all toting plenty of ice-cold samples to destinations along the “DEWshine Highway.”
In addition to vintage vehicles, Mountain Dew ditched the standard sampling tent in favor of a weathered, backwoods roadside stand featuring a barn board exterior to serve up a more immersive sampling environment. Inside the footprint, visitors sipped both DEWshine samples and full glass bottles and collected free swag including branded t-shirts and five-panel hats, limited edition glass mason jars, stickers and magnets.
The tour was activated at a wide range of high-traffic events, but a handful of exclusive experiences were also included. One such stop featured a secret invite-only concert performed by Florida Georgia Line at The Sutler, one of Nashville’s most historic and intimate music venues. Another served as a multi-day activation on a custom backcountry-inspired footprint at NASCAR’s Bristol Motor Speedway. Engagements included live music, heartland games including a Mason Jar Ring Toss and Hubcap Hurling, exclusive prizes and giveaways, and thousands of DEWshine samples.
After completing its initial route, Mountain Dew extended the tour for an additional 11 weeks, making stops at major events and key retail accounts across the West, Midwest and Northeast. Throughout the tour, the brand’s grassroots strategy, unique touchpoints and iconic locations honored Mountain Dew’s Tennessee roots, while simultaneously offering engagements that felt modern and relatable to the young male target.
When the tour finally came to a close, Mountain Dew had connected with consumers at 13 schools, 16 food and music festivals, 35 guerrilla locations, 10 lifestyle events, 12 professional sporting events and 15 retailers. Over the course of 101 total events, the brand distributed 40,768 full-bottle samples of DEWshine, 147,152 poured samples and 5,000 customized 25-ounce jugs. Very refreshing.