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A sugar-free alternative giving lovers of the extreme all and nothing.


Faced with an increasing demand for sugar-free alternatives within the soft drinks category, lifestyle giant Mountain Dew were set to release their own sugar-free alternatives. However, to resonate with their existing core consumer base, the name needed to pack a punch.

Mountain Dew holds a strong place within the community of thrill seekers. They do not compromise, and they definitely don’t do ‘light’. We therefore turned the product’s proposition on its head: It has the same attitude and energy as the original, and, if anything, even more so because it doesn’t rely on sugar to pack a punch. The new name ‘All Dew. No Sugar.’ was created to double as a product narrative that plays on the community’s all-or-nothing way of life.

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