MTN DEW FLAMIN' HOT channels the spiciness of another PepsiCo brand, Cheetos, to create a first-of-its-kind beverage with sweet, citrus and spicy notes. Matt Nielsten, Sr. Director, Marketing describes this new beverage as "one of our most provocative beverages yet" and it's dropping only on the virtual shelves of the DEW Store while supplies last.
To go along with this bold new flavor, MTN DEW is introducing an apparel line inspired by FLAMIN' HOT in collaboration with clothing brand Broken Promises. This capsule collection shares everything from shirts and hoodies to sweatpants and accessories.
To communicate the beverage's combination of sweet and spicy, the brand is working with "adorable, yet fierce grandmas" on social media, including influencers like @baddiewinkle and @GrannyCoyBundy.