The partnership launched August 19th with on-site activation at Bristol Motor Speedway including a Q&A with Dale Earnhardt Jr, new limited edition Mountain Dew camo packaging and an exclusive line of Mountain Dew and True Timber co-branded camo merchandise. True Timber, a leader in outdoor camo apparel, will launch the co-branded product at retail in 2018 on TrueTimber.com, as well as mass retailers and outdoor specialty accounts.
The Joester Loria Group’s client Mountain Dew has introduced a limited-edition patriotic flavor, Dew-S-A, available only throughout the rest of the summer. Inspired by Dew Nation, this limited edition soft drink combines Mountain Dew’s Code Red, Whiteout and Voltage flavors. Additionally, a specially-designed can features a red, white and blue color palette and stars and stripes motifs.
To help promote Dew-S-A, Mountain Dew enlisted race car driver Dale Earnhardt Jr. for a fun infomercial-inspired commercial that explains the new flavor, which has already been flying off the shelves. As the brand licensing agency for Mountain Dew, The Joester Loria Group helped partner the brand with newly appointed licensee Trevco to create a Dew-S-A t-shirt that is now available on Amazon. Dale Earnhardt Jr. wears the new t-shirt in the Dew-S-A commercial.
The 99264 capsule collection is inspired by the colors of the Mountain Dew Label Series and the laid-back California lifestyle. The new line includes apparel such as a Hawaiin print shirt, dip-dyed t-shirts, crop tops and shorts as well as poolside accessories like water bottles, towels, bandanas and hats.
The collection made its debut during the first weekend of Coachella on April 15 and 16 at the VFILES weekend-long pop up and at a pool party on Sunday hosted at the Mtn Dew Label Motel in Palm Springs. Mountain Dew's new brand extension was covered by High Snobiety and Hypebeast.
This new Coachella-themed collaboration follows a successful Camo Out collection from Mountain Dew and VFILES.