In the past few years Mountain Dew has invested heavily in branding subcultures–including action sports and indie music with initiatives like the Dew Tour and Green Label Sound.
This month, the brand is launching a new product to appeal to online gamers—a line of drinks called “Game Fuel.”
Game Fuel’s labels are set to feature “World of Warcraft” characters, and are available for a limited time. The products will appear on store shelves this month (in two flavors: Alliance Blue and Horde Red) and has 30% more caffeine than regular Dew.
The aforementioned Dew Tour debuted in June 2005 as the first ever action sports tour and takes place from June through October annually. Circuiting through Chicago, Boston, Portland, Salt Lake, and Orlando, the tour awards winning athletes with the “Dew Cup” based on a cumulative points system per performance. The Tour is broadcast on NBC, MTV, and the USA Network.
Mountain Dew’s music website, Green Label Sound, is a digital music outlet that showcases free singles from indie hip-hop and electronic pop artists such as Kuroma, U-N-I, and Matt & Kim. (Interestingly, Ogilvy freelancer Josh Cramer edited a music video for Kuroma.)
With Green Label Sound and the Dew Tour, Game Fuel seems to round out Mountain Dew’s subcultural campaigns. What’s next for the soda pop giant?
Game Fuel x Halo 3 = http://www.youtube.com/watch?v=uO-J5ImDEi8
yeah, i starting digg'n the Dew stuff when they launched the Green Label Art series of aluminium bottles. what next? how about green label “eco” adventures?