MOUNTAIN Dew has executed several creative marketing initiatives under its “It Doesn’t Exist Until You Do It” campaign to encourage fans to be different, to push the confines of boundaries and challenge the norm in order to bring new things into existence.
Aligned with the campaign, Mountain Dew fans were also asked to let loose their creativity in a recent label design challenge. The winning designs will be printed on Mountain Dew 500ml Neon bottle labels on the shelves.
The contest, held in April and May, was aimed at pushing consumers to think out of the box and unleash their individual potential.
Staying true to the campaign’s philosophy, consumers were required to submit their artwork for a new bottle label-design.
All entries received were compiled and published on the Mountain Dew website and visitors were then given the chance to judge the label designs by voting for their favourite “Dew” design.
This is also the first time that Mountain Dew Malaysia has allowed individuals to co-create the label design.
The only help and guidance contestants received was a template for the label size.
Based on online votes, Jayathiswary Selvam from Klang took the grand prize in the Individual category and her design will now be featured on Mountain Dew Original 500ml bottles across the country.
“It is amazing what people can do when you give them a bit of encouragement. We are happy to have been able to give consumers a platform for their creativity,” said Etika Sdn Bhd (formerly known as Permanis Sandilands Sdn Bhd) marketing and business development vice-president Hemalatha Ragavan.
Participant Chong Kai Qi said, “I took my inspiration from street art designs and wanted to express freedom."
Jayathiswary said her design was based on graffiti art as well and she had been inspired by the JumpStreet Trampoline Park.
More than 170 submissions were received and 10 universities and colleges specialising in design participated in the challenge.
Aside from having the winning design printed on Mountain Dew Original 500ml bottle labels, winners also received a valuable experience through creative artwork and the chance to win an 11-inch MacBook Air as the grand prize.
“It has been great to see Malaysians so keen to participate in these initiatives. We hope to continue creating new Mountain Dew activities that will empower consumers to do more and express their creativity,” Hemalatha said.