In 2020 the pandemic rocked the world causing lock downs, social distancing and non-essential business closures. The CARES act was passed by congress as a stimulus package to help struggling businesses and citizens.
While the pandemic changed life in a profound way, there was still one place that heartlanders could go to find a little normalcy: The Great Outdoors. However, with so much economic uncertainty, even the small costs associated with fishing & hunting proved challenging too many.
Mountain Dew has always had strong roots in the Heartland, fueling outdoor activities. So we decided to turn the marketing dollars (we were no longer using due to Covid-19) into meaningful dollars. Along with our PR partner Golin, we gave Heartlanders whose permits fund wildlife conservation, education and restoration a one-time $20 reimbursement payment towards their fishing and hunting licenses - getting them back outside where they belong.
Drive sales increase