A Mountain Dew as dark as Mountain Dew Black Label must have equally dark origins.
Mountain Dew Black Label is a mysterious darker Dew from the depths of outer space that’s on a collision course…for Earth! Because when the aliens arrive and offer you a Dew as dark as space itself, the only question is…
Dew You Dare?
Alien: The Return
:30 TV
Alarms roar. Red lights flash. Several crew members run, panic stricken, through the metallic hull of their spaceship. The captain, carrying the body of an injured crew member, emerges, his body bathed in the flashing red lights.
Captain: Open the sick bay!
The captain enters the sick bay. The scene is chaos. Several crew members rush around, trying to help. They place the injured crew member on a table. Medical instruments fall off the table and crash onto the floor. The doctor puts on a glove. Crew Member 2 silently sips out of a metallic mug.
Doctor: What happened to him?
Captain: I don’t know… he just started changing.
Crew Member 1: Captain, look!
The room goes silent. They all look at the injured crew member. He is writhing on the table. Something is not right.
The injured crew member arches his back in agony. He stares at his chest. Blood blossoms his white shirt. We hear a scream. The sound of something tearing. The crew members look on in terror. Crew Member 2 takes another sip out of his mug.
A black tentacle has emerged from the chest of the injured crewman. The entire crew is silent.
The black tentacle, coiled at the tip, unfurls itself, revealing a dark claw.
The claw is clutching a can of mountain dew black label. It opens the can. The room is silent.
The alien pours the contents of the can into Crew Member 2’s mug. The crew looks on in horror.
VO: A darker Dew from the depths of space is headed straight for Earth.
Crew Member 2 stares at the mug.
VO: When it gets here, the only question is… Dew You Dare?
Crew Member 2 raises the mug to his lips. The other crew members scream. The screen cuts to black.
VO: Mountain Dew Black Label.
We see Crew Member 2 bring the mug down from his lips. For a second, everything is normal. Then his eyes turn an ominous shade of black. He smiles.
VO: Arriving this summer. We hope it comes in peace.
Tactic Extensions
TWITCH ACTIVATION
War of the Worlds:
A Twich Invasion
In the spirit of Orson Welles’ infamous War of the Worlds radio broadcast, Mountain Dew Black Label will create an alien invasion narrative that plays out over the course of a Twitch livestream with legendary streamer Kai Cenat.
The stream will begin normally before being invaded by a series of mysterious glitches that become more ominous as the broadcast progresses. Eventually, Kai will begin to lose control of the stream to a race of Aliens using the broadcast for their own nefarious purposes. The narrative will conclude with the appearance of an extra terrestrial egg, out of which will emerge a can of Mountain Dew Black Label.
VIDEO GAME PARTNERSHIP
Succumb to the Darkness
A brand partnership with new video game Venom: Lethal Protector will come to life through interactive in-game content and a digital ad push.
The in-game content will include a series of collectible Mountain Dew Black Label Branded soda machines hidden throughout the game. Finding the soda machines will unlock game assets, culminating in a collection of new wearable Venom skins designed in the style of Mountain Dew Black Label. The game will also feature in-game billboards and radio ads for Mountain Dew Black label.
BRAND EXPERIENCE
Collision Course for Comic Con
To create a sense of mystery and suspense around the arrival of Black Label, we’ll create a brand experience at the 2025 San Diego Comic Con. Over the course of the weekend, a large space egg will arrive, hatch, and mutate into an enormous, black, tentacled monstrosity.
On the final day of the convention, one of its tentacles will unravel to reveal a large, gnashing, alien mouth that conventioneers can (if they dare) enter. Inside the mouth will be a sci-fi themed haunted house that culminates with the conventioneer reaching into an alien egg and pulling out an ice cold Mountain Dew Black Label.
We will partner with influencers attending Comic Con to disseminate this story to their followers and build anticipation for the launch of the product.