Mtn Dew Rise
Built to rise across every channel.
Launching MTN DEW RISE ENERGY meant translating a bold new product into one connected consumer experience. Working alongside a Denver advertising agency, LabMercury provided creative and production support across packaging, retail, digital, promotional, and social touch-points, helping the brand launch with consistent energy wherever it appeared.
Project Statement
MTN DEW RISE ENERGY entered the growing energy category with a morning-focused proposition, a six-flavor product line, and the unmistakable confidence of the larger MTN DEW brand.
The challenge was to introduce something new while maintaining a clear connection to an established global identity. The launch system needed to create immediate shelf presence, distinguish individual flavors, communicate product benefits, and remain flexible across an extensive range of physical and digital applications.
The collaboration required close coordination with the agency team to carry the campaign from concept into production-ready assets. Every execution needed to feel connected while responding to different formats, environments, audiences, and launch deadlines.
Creative Direction
The creative direction expanded upon the established MTN DEW RISE ENERGY identity, using its fractured lion icon, angular graphic language, bold typography, and layered flavor colors as the foundation for a flexible launch system.
Packaging and retail materials prioritized product visibility, flavor differentiation, and immediate impact within busy store environments. Point-of-purchase displays and promotional pieces amplified the brand’s scale and energy while maintaining the clarity required to introduce an entirely new product line.
Website and microsite experiences translated that same visual intensity into responsive digital environments. Campaign graphics, interactive content, and social assets created a consistent path from initial awareness to product discovery and ongoing engagement.
Across every application, the work balanced expressive brand energy with the discipline required for a national consumer product launch. The result was a connected system designed to move confidently between shelf, screen, promotion, and social media.
Deliverables
• Agency Creative Support
• Brand Implementation + Extension
• Packaging Design Support
• Retail + Point-of-Purchase
• Website Design Support
• Campaign Microsite
• Digital + Social Assets
• Promotional Materials
• Production Design
• Integrated Launch Support