MTN Dew Major Melon™

A New Era for MTN DEW.

MTN DEW MAJOR MELON is the first new permanent MTN DEW flavor in more than a decade! We pulled out all the stops from packaging to advertising to make the MTN DEW MAJOR MELON launch a success.

Brand

MTN DEW

Type

Branding & Packaging

Region

North America

THE IDEA

A Tasty Twist for a Beloved Brand.

MTN DEW MAJOR MELON features the great taste of watermelon flavor with a fresh DEW twist. To capture the hearts and minds of DEW Nation, we knew a successful launch necessitated a showstopping product name, identity and personality that expressed the unique flavor profile of MTN DEW MAJOR MELON.

THE DESIGN

Building A Flavorful and Fluorescent World.

An epic launch required an epic backstory. To generate interest in MTN DEW MAJOR MELON, our team built an immersive universe around the MAJOR MELON character, a watermelon that must defend his watermelon patch from monstrous watermelon invaders.

These character-driven designs personify the flavor of MTN DEW. We created a fluorescent flavor clash by juxtaposing the characters with bright, bold pinks and greens. Illustrations of military supply crates carrying watermelons, watermelon paratroopers and blimps all work together to bolster the brand’s new chapter.

THE OUTCOME

A New  Fan-Favorite.

MTN DEW MAJOR MELON launched in January 2021 in the United States and has consistently performed above sales expectations. People’s excitement for the product and campaign has been exceptional, with consumers engaging heavily on digital platforms dedicated to the new flavor.

Awards + Press