The new Mountain Dew campaign is dubbed 'A Can Has No Name.' The branding initative incorporates a commercial, social media engagement, pop cultural inspiration and even a component that will actively engage consumers. In short, the beverage will absolutely get traction through this activation.
The Mountain Dew campaign draws stylistic cues from the cult-favorite show Game of Thrones whose final season is set to air on April 14th. The video switches the familiar green aesthetic of the can with a blank one. A gust of wind and snow blows through and everyone on Arya's kill list is superimposed onto the can. This limited edition design is made available to consumers, however, individuals can only obtain it through a scavenger hunt in New York and LA. Clues and passwords for the Mountain Dew campaign will be shared via the company's social media.
Intentionally Brandless Campaigns
This Mountain Dew Campaign Cues Inspiration from Game of Thrones
Trend Themes
1. Intentionally Brandless Campaigns - Companies are creating campaigns and products that intentionally hide branding in order to appeal to consumers who value authenticity and experience more than name recognition.
2. Pop Culture-inspired Branding - Using pop culture references to promote products or create limited edition designs is becoming a popular trend among companies looking to engage younger audiences.
3. Marketing Through Experiential Activations - By creating interactive scavenger hunts and other experiential events to promote their products, companies can generate buzz and engagement among consumers who are looking for unique brand experiences.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can create limited edition or pop culture-inspired designs to differentiate their products and appeal to younger, trend-conscious consumers.
2. Marketing Industry - Marketing agencies and professionals can create experiential campaigns and activations that engage consumers and generate buzz for their clients' products or services.
3. Entertainment Industry - The entertainment industry can create partnerships with brands to create limited edition products or campaigns that tie into popular movies or TV shows, generating additional revenue streams and brand awareness.