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In 2021, Mtn Dew® launched Mtn Dew Major Melon™, our first new permanent flavor offering in more than a decade. This represents a new era in visual strategy for Mtn Dew flavors. We’re moving into character-driven design narratives that help personify the flavor profiles of the formula. From identity to packaging, channel marketing to advertising on the world’s biggest stage, we pulled out all the stops.

This marquee addition to the brand’s portfolio features the great taste of watermelon flavor with a DEW twist. Mtn Dew Major Melon — also available in a zero sugar variety — is our first permanent flavor offering in more than a decade. Which was a challenge. While our long-time consumers remembered the brand as a flavor powerhouse our new consumers had never experienced a large-scale new flavor from Mtn Dew. Our challenge was to create a product name, identity and personality that would capture the hearts and minds of DEW Nation. These folks are always searching for what’s new and have a “collector’s mindset” when it comes to DEW products. The more unique we can make it the more they desire it.

The new brand is centered around the character of Major Melon. He came to life as a result of intense, cross functional brainstorm sessions. He’s the embodiment of this new flavor — personifying the flavor profile of the formula. But we didn’t just want a mascot. We wanted an immersive universe. So, we developed a backstory full of conflict and drama. There’s a legendary watermelon conflict. On one side, is Major Melon, a watermelon with a helmet. And on the other are the maniacal watermelon monsters invading the watermelon patch. We juxtaposed the characters with bright, bold pinks and greens and created depth and texture with patterns. Beyond the pack, we continued to drive the narrative of our invading watermelon creatures by incorporating military supply crates holding watermelons, parachute watermelon troops and watermelon blimps.

The brand launched in January 2021 across the United States. It has consistently performed above sales expectations for both trial and repeat purchase. Consumer excitement for the product and campaign have been exceptional with consumers engaging heavily on digital platforms like the dedicated MTN DEW sub-reddit and other chat servers prior to our ad campaign.