The Dew Bottle Tool Puts a Wrench in a Mountain Dew Bottle's Cap
Laura McQuarrie — April 16, 2014 — Marketing
References: creativity-online & adweek
The 'Dew Bottle Tool' cleverly integrates a wrench into the top of a Mountain Dew bottle, making it easy for skaters to make repairs on the go. For this stunt, Mountain Dew targets an audience of young skaters that "spends 50% of their time skating and the other half of their time fixing what they break." Sancho BBDO Colombia was consulted to appeal to this specific group and the result is brilliantly simple.
The cap doesn't require any of Mountain Dew's packaging to be changed at all, and instead, a tiny change has been made to the bottle's cap, including an indentation for a small nut. Now, the Mountain Dew bottle becomes like the handle for the tool and it becomes a cool two-in-one product that's more useful than just quenching a thirst.
The cap doesn't require any of Mountain Dew's packaging to be changed at all, and instead, a tiny change has been made to the bottle's cap, including an indentation for a small nut. Now, the Mountain Dew bottle becomes like the handle for the tool and it becomes a cool two-in-one product that's more useful than just quenching a thirst.
Trend Themes
1. Integrated Tool Caps - Creating innovative bottle caps with built-in tools provides convenience for consumers and opens up new promotional opportunities.
2. Targeted Branding - Using targeted branding and consulting with niche demographics can result in creative and effective product solutions.
3. Two-in-one Products - Combining useful tools with everyday products can create added value for consumers and provide a competitive edge for businesses.
Industry Implications
1. Beverage - The beverage industry can benefit from creating unique bottle caps that integrate useful tools, increasing brand loyalty and consumer convenience.
2. Hardware - The hardware industry can explore collaborations with consumer brands to create innovative two-in-one products that offer added value to consumers.
3. Skateboarding - The skateboarding industry can benefit from consulting with brand strategists and leveraging targeted branding to create products that meet the unique needs of their audience.
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