Mountain Dew Hard Dew 2024 ᱟᱨᱠᱷᱤ ᱧᱩᱛᱟᱹᱠ ᱯᱮᱠᱮᱡᱤᱝ

Press Kit

Unique Properties

The Mountain Dew faithful around the world like to live it up every day and every night. For passionate Dew drinkers with a taste for fun, we redefined the meaning of “Do the Dew” by giving adults the chance to say hard yes to HARD DEW.

Inspiration

Channeling the iconic MTN DEW energy, we set our sights on a new adult-oriented avatar that could extend the attitude to HARD DEW. The lively U.S. design took inspiration from biker tattoos — a jumping-off point for the Asia-Pacific design, which landed on another popular tattoo design: dragons. In bright blue and glimmering green, the fierce, fantastical creature helped add some fire to the new ready-to-drink alcoholic beverage.