L A B E L D E S I G N
Mtn Dew Gingerbread Snap’d
MTN DEW is dropping a badass new flavor – “Gingerbread Snap’d” – and it’s bashing and smashing through the holiday season with its uniquely delicious and refreshing gingerbread-lime flavor!
What happens when a bottle of mtn dew accidentally spills into your grandma’s secret gingerbread recipe? A whole lot of debauchery and mischief! Get ready to turn your wholesome holiday season upside down as zany dew-ified gingerbread characters break out and take over THIS holiday SEASON!
TESTING:
DEW is known for its flavor extensions and seasonal-exclusive beverages. The brand sought to introduce a unique flavor in the 2021 holiday season. Due to budget and time constraints, the original agency-led design was taken in-house. As is, the design was lacking refreshment, missing lime flavor cues, and fell short in communicating the unique flavor – a sweet lime-forward flavor with spicy gingerbread notes. We solved for this by reillustrating the design and buding out the sotry.
SOLUTION:
Taking the initial label design and adding flavor and refreshment cues, like snow and limes; further incorporating more citrus into the design by shifting the dominant brown color palette to a more refreshing and lime-forward green design.
Testing results were positive: with consumers echoing the balance of sweet and spicy while also having that signature Dew citrus flavoring. The flavor of Mountain Dew Gingerbread Snap’d is viewed as very unique. The packaging of Mountain Dew Gingerbread Snap’d perfectly captures the holidays with the wintery landscape graphics and the holiday-themed colors. Consumers think this packaging will help the beverage stand out amongst other sodas on a store shelf. The gingerbread men were the stars of the packaging as consumers felt their mischievous, rebellious looks were on-brand for Mountain Dew while matching the bold flavor listed on the label.
Results include 1.1B+ earned potential impressions, including publications in Elite Daily and Mashed. Despite little to no marketing, this holiday LTO outperformed expectations and sold on par with annual heavyweights like Voodoo and Baja Blast, with interest to renew for 2022.
