A revised formula was created by Bill Bridgforth in 1958. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. Consideration given to: clarity of communication and the matching information style to audience the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other and the relationship to the anatomy of the structural design.Mountain Dew, stylized as Mtn Dew in some countries, is a carbonated soft drink brand produced and owned by PepsiCo. This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. We have earned 1.8 billion impressions and nearly 900 broadcast mentions about the book, including a feature on The Tonight Show with Jimmy Fallon. Ultimately, the impact of this project surpassed expectations, driving earned media impressions and selling out in mere minutes! We printed thousands of additional books due to consumer demand and continue to sell them through our dedicated MTN DEW eComm store.
Ultimately, we wanted to create a clearly organized and cohesive cookbook that still delivered an easy-to-follow cooking experience. The design team began with a foundation of borrowing from traditional cookbook design, made wholly MTN DEW by injecting energy, personality and boldness into each page. The creative challenge was to design a cookbook worthy of our MTN DEW brand and its dedicated fanbase. As an added interactive element, The Big Bold Book of MTN DEW Recipes also offers fun activities throughout to encourage “doing.” Between each section, readers will discover trivia pages, novelty games, word searches and other fun opportunities beyond the recipes. Each page is layered with mouth-watering food and product photography, fun characters and stickers and bits of trivia about the brand.
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The result is a cookbook that is big, bright, and packed with pages full of delicious flavor. Here, MTN DEW becomes an ingredient in over forty recipes as we continue to build our reputation as a leader in flavors. In a year that has required the ability for brands to reach consumers in innovative ways as we are all at home more than ever, MTN DEW expands to deliver bold flavors in a new avenue and create brand elasticity. The Big Bold Book of MTN DEW Recipes breaks the conventional expectation that a brand shouldn’t expand into other categories. The final printing was an authentic hardbound book with glossy pages, foil debossed cover, and a custom-printed dust jacket. Each of these elements were executed to create The Big Bold Book of MTN DEW Recipes in just six weeks. In order to build this 96-page cookbook with over forty curated recipes, the design team concepted and directed two photoshoots remotely, retouched over sixty images, created fifty custom graphics and illustrations, and seven activity pages.
PepsiCo Design & Innovation Project Brief For years, fans have been creating delicious, outrageous and mind-blowing recipes with MTN DEW®, and with this cookbook, the brand wanted to show its consumers some love in food form.
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Ranging from quick and easy two-ingredient cupcake treats, to the advanced CODE RED® Brisket that will entice any BBQ pitmaster, all recipes stir up serious flavor with the delicious charge of MTN DEW. The Big Bold Book of MTN DEW Recipes touts nearly forty unique dishes to satisfy every craving, with a compilation of fan-made, fan-inspired and fan-favorited creations. For the brand’s 80th birthday, MTN DEW® decided to do something groundbreaking and release its first ever cookbook as a tribute to its loyal fans.
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