See Hard Mtn Dew’s first ad

The soda brand backs its new alcoholic beverage line extension with a campaign called “Freak out Responsibly.”

Jun 13, 2022 - 21:01

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PepsiCo and Boston Beer Co. today launched their first ads for Hard Mtn Dew, as the companies try to raise awareness for their soda-alcohol collaboration while expanding distribution.

The “Freak Out Responsibly” campaign, handled by PepsiCo’s in-house content studio, portrays drinkers going to extreme lengths to get the product, including engaging in brawls while cases of the beverage arrive at stores. Hungry Man is the production company on the effort.

“We love our fans’ raw, unbridled enthusiasm and want to encourage them to keep freaking out responsibly as they enjoy Hard Mtn Dew,” said Kelli McCusker of Boston Beer, who is head of marketing for Hard Mtn Dew.

The alcoholic Mtn Dew, which hit stores across Florida, Iowa, and Tennessee in February, features four flavors with 5% alcohol by volume: original Mtn Dew, Baja Blast, black cherry, and watermelon. It is off to a hot start, generating nearly $13 million in sales through May 15, according to Nielsen data reported by Beer Marketer’s Insights. That makes it the 14th-largest flavored malt beverage in the country, even though sales have mostly been concentrated in a handful of states. It has quickly become Boston Beer’s next largest brand outside of its four core brands: Truly, Twisted, Sam Adams, and Angry Orchard, according to Beer Marketer’s Insights.

The campaign comes as Hard Mtn Dew availability expands to Missouri as its seventh state, with more on the way throughout the year, according to brand representatives. It is also available in Arkansas, Oklahoma and Minnesota. The media plan will be focused on these seven markets initially but expand as more states are announced, according to the brand. Ads will run regionally across streaming, digital and social media platforms, including Hulu, Spotify, YouTube, Facebook, Instagram, Snapchat, and Twitter.

“We focused our creative on the fandom and fervor taking place across the country as the product rolls out,” McCusker said. “We’ve heard stories of fans driving hundreds of miles to purchase a case and taste before anyone else. That’s true dedication and a sentiment we wanted to capture in a comedic way.”