Mtn Dew, a brand of Purchase, N.Y.-based PepsiCo, will showcase new Mtn Dew Major Melon and Mtn Dew Major Melon Zero Sugar in a 30-second in-game advertisement during Super Bowl LV on Feb. 7. The new thirst-quenching offering features the great flavor of watermelon with a DEW twist is one of the brand’s first permanent offerings in more than a decade and is available nationwide, the company says.
The TV commercial is part of a 360-degree marketing campaign that takes everything to the extreme with a DEW twist. By counting the correct number of bottles appearing in the spot, one lucky consumer cash in on a life-changing prize of $1 million. The ad features WWE Superstar, actor and TV host John Cena, who will bring the larger than life flavor to fans nationwide.
"This year, we're bringing our newest flavor, Major Melon, to the Super Bowl and we're pushing creative boundaries in a way that puts fans at the core of the concept," said Nicole Portwood, Mtn Dew vice president of marketing, in a statement. "We're excited about our partnership with the one-and-only John Cena to show the world how Mtn Dew Major Melon takes flavor to the extreme."
The commercial, which will air during the first half of the big game, takes fans to the extreme, as Mtn Dew introduces the wacky world of Major Melon featuring hundreds, thousands, maybe even millions of Mtn Dew Major Melon bottles. Fans will have to closely watch the commercial because the first person to correctly count and Tweet the exact number of Mtn Dew Major Melon bottles in the ad could win $1 million.
"I've been a DEW drinker for many years, so I was beyond excited to get the call to be a part of the Mtn Dew Major Melon Super Bowl commercial," Cena said. “Commercials play an important role during the big game and I have a feeling fans are going to go nuts for this one. The Mtn Dew Major Melon commercial is truly a life changing opportunity for one lucky fan."
Fans watching the premiere of the Major Melon commercial during the Super Bowl will have three attempts to give counting Major Melon bottles their best shot.
During the Big Game, Mtn Dew is taking engagement to the extreme by bringing this one-of-a-kind challenge to the epicenter of game day social conversation: Twitter. DEW Nation will be able to follow along on Twitter with the hashtag #MTNDEWMAJORMELON as the brand brings elements from the commercial, including John Cena, to life for fans. This includes unique and personalized engagement tactics and getting fans amped to count Mtn Dew Major Melon bottles for their chance to win $1 million.
After the commercial premieres, fans can watch the full Super Bowl spot on MTN DEW social channels and follow the conversation online at twitter.com/mountaindew. Visit LifeChangingDew.com for more information and the contest’s Official Rules.