Out Here It's Dew

Celebrating the Great Outdoors with MTN DEW

Inspired by the desire to change people's behavior and perceptions, PepsiCo Design and Innovation launched the "Out Here It's Dew" campaign. The goal was to associate the refreshing carbonated drink, MTN DEW, with outdoor activities such as hunting, fishing, boating, and hiking. The campaign aimed to celebrate and empower the passions of outdoor enthusiasts across the Midwest, also known as the Heartland of America.

During the summer of 2020, when shelter-in-place orders were in effect due to COVID-19, experts recommended spending time in nature. MTN DEW targeted outdoor enthusiast consumers, affectionately dubbed Heartland Heroes, encouraging them to enjoy the great outdoors while enjoying a can of MTN DEW. The campaign kicked off with the MTN DEW Outdoor Stimulus, which offered fans a $20 reimbursement towards the Heartlands 2020 hunting and fishing permits.

To visually capture the essence of the campaign, PepsiCo Design and Innovation collaborated with a world-class outdoor photographer. The production aimed to create a robust library of images for use in retail point-of-sale, social media, and out-of-home advertising. Despite the challenge of depicting early Spring, Summer, and Fall all in one shoot, the designers successfully captured hours of footage and hundreds of images.

The "Out Here It's Dew" campaign received recognition for its creativity and ingenuity. In 2021, it was awarded the Bronze A' Design Award in Advertising, Marketing, and Communication Design. This prestigious award is bestowed upon designs that exhibit strong technical and creative skills, incorporating best practices in art, science, design, and technology. The campaign's contribution to quality of life improvements and its ability to make the world a better place were acknowledged and celebrated.