MTN DEW FLAMIN' HOT channels the spiciness of another PepsiCo brand, Cheetos, to create a first-of-its-kind beverage with sweet, citrus and spicy notes. Matt Nielsten, Sr. Director, Marketing describes this new beverage as "one of our most provocative beverages yet" and it's dropping only on the virtual shelves of the DEW Store while supplies last.
To go along with this bold new flavor, MTN DEW is introducing an apparel line inspired by FLAMIN' HOT in collaboration with clothing brand Broken Promises. This capsule collection shares everything from shirts and hoodies to sweatpants and accessories.
To communicate the beverage's combination of sweet and spicy, the brand is working with "adorable, yet fierce grandmas" on social media, including influencers like @baddiewinkle and @GrannyCoyBundy.
Spicy Citrus Sodas
MTN DEW FLAMIN' HOT Pushes Boundaries with Sweet, Citrus & Spicy Flavors
Trend Themes
1. Spicy Citrus Beverages - The popularity of spicy citrus drinks presents an opportunity for companies to innovate and create more unusual flavor combinations.
2. Collaboration Apparel Collections - Collaborating with clothing brands on collections related to a new product can create additional buzz and interest in the product launch.
3. Influencer Grandmas - Partnering with social media influencers who are grandmothers can create a unique and memorable marketing campaign.
Industry Implications
1. Beverage Industry - The beverage industry has the opportunity to create more unique and bold flavors to keep up with consumer demand for novelty beverages.
2. Fashion Industry - Collaborating with beverage brands on capsule collections can create a new revenue stream for fashion brands while also promoting the beverage product launch.
3. Marketing Industry - The use of influencer grandmothers on social media presents a new and creative way for marketers to advertise products to a wider audience.