In a new summer promotion, "Out Here. It's Dew.", Mountain Dew will earmark $100,000 toward an ... [+]
Mountain Dew has sought to establish itself as an outdoors-focused brand in recent years, to great success. Recognizing the unique nexus the beverage occupies between soda, sales of which are down, and energy drinks, sales of which are booming, PepsiCo has increased its focus on Mountain Dew among its beverage lineup.
Energy drinks have long been associated with action and outdoor sports, and Mountain Dew has gained a foothold in that area, as well. Its popular Dew Tour consists of summer and winter action sports competitions in California and Colorado, respectively, with plenty of Mountain Dew branding and beverages on site, establishing for that consumer base an automatic link between skateboarding or snowboarding and Mountain Dew.
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In the last decade especially, Mountain Dew has launched multiple campaigns to appeal to this demographic. Past promotions to benefit the outdoors-inclined among the soft drink’s consumer base have included limited-edition camo packaging and a sweepstakes for a trip for two to Montana’s The Ranch at Rock Creek as part of its “Answer the Call of the Wild” campaign in 2016.
Mountain Dew sees “heavy buyers” in states like Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah and Wyoming, so integrating with the activities residents of those states already like to do is a no-brainer for the company.
But outdoor recreation will look a lot different for many in the United States this summer, as the novel coronavirus continues to spread and social distancing continues to remain the order of the day.
Two of Americans’ favorite summer outdoor pastimes, however—hunting and fishing—are easily done alone or in small groups. And in its newest promotion, Mountain Dew wants to lessen the potential financial barrier keeping hunters and anglers from getting outside this summer.
As part of its “Out Here. It’s DEW.” outdoors campaign, Mountain Dew’s $100,000 Outdoor Stimulus will reimburse one 2020 hunting and fishing license per household for the first 5,000 outdoor enthusiasts who apply.
Those who win the contest will receive a one-time $20 payment toward their fishing and hunting licenses, paid out via Venmo or check. Licensed fisherman and hunters’ permits must fund wildlife conservation, education and restoration within their states.
Beginning Wednesday, July 15 at 10:00 a.m. ET, hunters and anglers can apply for the Outdoor Stimulus by visiting the contest’s landing page and submitting photos of their fishing or hunting licenses from the last year (January 1, 2019–consumer redemption date).
Details for Mountain Dew's Outdoor Stimulus promotion to reimburse hunters and anglers with $20 ... [+]
“MTN DEW’s roots share a deep sense of regional pride with the Heartland—it's a way of life and a commitment to the community and land,” said Julie Raheja-Perera, MTN DEW. “We know this year has brought many challenges and that Heartlanders live for the days they can spend outdoors—be it on the fishing on the lake or hunting with families and friends. We want them to know we are out here with them by providing a small kick start to get outside and unleash their passions.”
Since the pandemic began, sales of both hunting and fishing licenses are way up. In Minnesota, individual resident licenses are up 36 percent over 2019, as of Memorial Day weekend, according to the Star Tribune. Conservation individual licenses and conservation combination licenses are up 32 and 31 percent, respectively.
In California, the Department of Fish and Wildlife reports a 10 percent increase in sport fishing license purchases over last year.
The Arkansas Game and Fish Commission also reports that sales of the annual resident fishing license are up 10 percent, with an increase in the annual resident combination hunting and fishing license, as well.
Full rules and regulations for the Outdoor Stimulus can be found at DewOutdoors.com/Stimulus.
Update 7/24/2020: Given the popularity of the initial $100,000 Outdoor Stimulus, which was exhausted in just five hours, Mountain Dew announced an additional $100,000 Outdoor Stimulus to last through Sept. 11. The website will be accepting up to 100 permit applications per day and reopening every day at 10 a.m. ET this summer, reimbursing one hunting or fishing permit per household up to $20 in total. The 100 daily spots have been exhausted within minutes of opening, so interested applicants should be sure to apply early.
