We got tasked with helping the Boston Beer Company launch new HARD MTN DEW. Dew had 2 things they needed to do: get people excited about the product & make it clear that this was Dew with alcohol. So we created “Freak Out Responsibly.” With 3 words we told people exactly how they should feel about the product and played off of “Drink Responsibly” which helped reinforce that this product was spiked. Below is a series of work we did to launch it.
The way we filmed this campaign allowed for multiple individual stories.
Our campaign even got picked up by the Colbert Show (a complete earned media segment).
In our radio ads we had our legal team warn fans not to go too far for their Hard Dew.
We also worked with a VFX house ODD to bring Hard MTN DEW’s cans to life. We created animations for each character and built out the cans in a 3D environment.
