This Is Dew Country
Leveraging its powerful brand identity in the urban millennial male space, MTN DEW enlisted pop culture heroes in hip hop and extreme sports including Lil Wayne, Paul Rodriguez and Danny Davis. But to reach customers in the New Heartland, the brand team hired us to find a spokesman. Our challenge was to secure talent that aligned with “This is How I DEW” and “This is DEW Country” brand messaging. We secured all talent and served as the liaison between the brand and the talent, helped create and activate backstage tour experiences and provided creative guidance of campaign materials from a Heartland point-of-view. Artists secured include: Jason Aldean, Dierks Bentley, Brantley Gilbert, Brian Davis and Stoney LaRue.