2021 Galleries

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Galleries // 2021 Spark:Package // Joel Embiid's Hot Habanero MTN DEW Sauce

Joel Embiid's Hot Habanero MTN DEW Sauce

Entrant

Competition: Spark:Package
Designer: Joelle Garofalo - Creative Resources Manager
Design Type:
Company / Organization / School: PepsiCo Design & Innovation
Website: http://http://design.pepsico.com
Team Members: Design Credit: PepsiCo Design & Innovation

MTN DEW® is bringing the heat with Joel Embiid's Hot Habañero MTN DEW Sauce, a winning combination of citrus plus spicy, giving the MTN DEW loyal fan base more of what they want. MTN DEW co-created a limited-edition hot sauce by partnering with Philadelphia 76ers star Joel Embiid and the iBurn hot sauce company for MTN DEW consumers. For years, MTN DEW has focused marketing efforts on the bold flavor and elevated caffeine (the charge) of the product. Recently, consumers have been seeking higher caffeine products in the energy category, increasing the importance of traditional category drivers for MTN DEW brand like taste, refreshment, and the ability to pair well with food. Joel Embiid's Hot Habañero MTN DEW Sauce helps link the brand to spicy foods, a connection that MTN DEW fans have communicated through research that the brand has the right to win. The hot sauce is innovative for MTN DEW as it breaks from the traditional expectations of a beverage brand.. By expanding MTN DEW to deliver bold flavors in various formats, we create brand elasticity and build our reputation as a leader in flavors.