Hard MTN Dew Puts Baja Blast Cans Up for Adoption
Through Father's Day, June 15, the soda brand's alcoholic beverage is giving consumers the chance to 'adopt' a can of its spiked Baja Blast flavor-and become a Hard MTN Daddy.
After completing an adoption application on its site, prospective fathers will be asked a series of questions before the brand matches top applicants with a "Baja Baby"-a Hard MTN Dew Baja Blast souvenir can.
Hard MTN Daddies will also receive an "It's a Can!" Fatherhood Starter Pack, with an adoption certificate, $2,000 in cash, an announcement plaque, and summer gear: a dad hat, grill tools, and golf balls.
'When we first launched a few years ago, fans went absolutely crazy, telling us the most wild ways they were willing to get their hands on one of the first cans of Hard MTN Dew,' Erica Taylor, the brand's senior brand director, told ADWEEK. 'Since then, we've cultivated this pretty extreme fandom by giving fans an opportunity to get in on the fun-again, in the most absurd ways.'
In addition to the adoption push, other 'absurd' campaigns include hosting a retirement party at a Florida community and saving redheads, a dwindling population.
It Started With One Beer, but Samuel Adams Is So Much More
PepsiCo partnered with Boston Beer Company, maker of Samuel Adams and Twisted Tea, to launch Hard MTN Dew in 2022. In its most recent Q1 earnings, Boston Beer Company reported net revenue of $453.9 million, a 6.5% increase year-over-year.
Earlier this year, Mountain Dew spotlighted its fan-favorite Baja Blast flavor in a quirky Super Bowl spot featuring Seal, Becky G, and new mascot, Mountain Dude.
With the Hard MTN Daddies campaign, the brand hopes to spark fun and laughter.
'We'd love to say that we brought something totally unexpected and genuinely fun to the Father's Day conversation,' Taylor said. 'Our goal was to give fans a reason to celebrate in a way only we can deliver-and to get people who might not know about Hard MTN Dew laughing.'
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