Hard Mtn Dew bets on absurdity – and Gen Z plays along
The Code Red campaign asks fans to “Save the Redheads” in a stunt that’s less about flavor and more about cultural stickiness. Erica Taylor, the brand’s senior director, explains why nonsense works.
Hard Mtn Dew has added a new flavor to its line-up, Code Red, and launched it with a campaign built less on taste, more on tactical nonsense. Instead of standard sampling or in-store promotions, the brand offered fans the chance to win dating app subscriptions and a supply of Code Red for sharing their best redhead-related stories.
The initiative, titled Code Red: Save the Redheads, positioned redheads – who make Read full story ›
Source: The Drum
