Mtn Dew: A Can Has No Name
Pop culture and ‘pop’ collide for a limited-edition can you have to see to believe.
Moving the needle can be difficult in a crowded drink market with changing consumption habits and a plethora of competitive options. To re-engage Dew’s fans, we needed to do something bold. So, when HBO asked Mtn Dew what they were willing to sacrifice in partnership for the final season of Game of Thrones, we embraced the challenge.
Inspired by Arya Stark’s character known as “A Girl Has No Name,” we sacrificed everything. Shedding Mtn Dew’s branding, their iconic green color, even archiving their social channels - Dew became no one, transforming into “A Can Has No Name.”
This limited-edition can appeared brandless at room temp, but when chilled revealed Arya Stark’s kill list. To get their hands on a can, Mtn Dew invited fans to share what they would do #ForTheThrone. In New York and LA, fans also got the chance to score cans by following clues and providing a secret password to unlock Iron Vending Machines.
At the same time, we launched a music video that reinterpreted the Game of Thrones theme song featuring Dew’s roster of talent, even inspiring late-night royalty, Jimmy Kimmel, to create his own version during an in-show integration.
