PURCHASE, N.Y. — Mountain Dew, capitalizing on the success of its Mtn Dew Black Label — a dark berry-flavored soda it launched last year — is launching the Mtn Dew Label Series, a line of premium sodas crafted with distinctive flavors and herbal and citrus bitters.
The new products under the Label Series will be the citrus-flavored Mtn Dew White Label and the apple-kiwi-flavored Mtn Dew Green Label.
“Dew Nation has shown us its love for Mtn Dew Black Label by making it one of our most popular beverages,” Mountain Dew senior director of marketing Chauncey Hamlett said. “Through the Mtn Dew Label Series, we're looking to give our fans more choices for when they want to let loose but are craving something a little more sophisticated.”
To support the launch of the Mtn Dew Label Series, the company will create Label Motel, taking over the Palm Springs, Calif. Musicland Hotel on April 15-16, which coincides with the second week of Coachella music festival. The two-day event will be free with RSVP and center on moments in music, art, style, technology and mixology.
Label Motel will include a DJ set by Virgil Abdoh and an iHeart Radio concert from a chart-topping artist that Mountain Dew will announce Later this week. It will feature a merchandise collaboration between New York-based social media company VFiles, which will create the 92264 capsule collection to debut at Label Motel, whose t-shirts, crop tops, beach towels, hats and slides will be available for purchase onsite. VFiles also will host a brunch and pool party on Sunday. One motel room will be turned into a VR center featuring the Dew VR Beat Drop, and members of the Dew pro skate team will be on-site at Label Motel to display custom art in a pop-up gallery.
Label Motel is part of the Boldy Refined marketing campaign that also will include such immersive customer experiences as sampling across college and university campuses starting in March. It will be rounded out with appearances at the MTV Movie and TV Awards.
Mtn Dew Label Series products all retail for a suggested price of $1.99 in 16-oz. matte cans.