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The Dew Bottle Tool Puts a Wrench in a Mountain Dew Bottle's Cap

 - Apr 16, 2014
References: creativity-online & adweek
The 'Dew Bottle Tool' cleverly integrates a wrench into the top of a Mountain Dew bottle, making it easy for skaters to make repairs on the go. For this stunt, Mountain Dew targets an audience of young skaters that "spends 50% of their time skating and the other half of their time fixing what they break." Sancho BBDO Colombia was consulted to appeal to this specific group and the result is brilliantly simple.

The cap doesn't require any of Mountain Dew's packaging to be changed at all, and instead, a tiny change has been made to the bottle's cap, including an indentation for a small nut. Now, the Mountain Dew bottle becomes like the handle for the tool and it becomes a cool two-in-one product that's more useful than just quenching a thirst.