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Hard Mountain Dew is an alcoholic soda for people 21 and over. So how did we launch Livewire, our new orange flavor?
By going to Florida, a place known for oranges and people who are unquestionable over 21, and threw a spring break launch party like no other… at a retirement home where you had to be 55+ to enter.
The launch was a smash hit, but it wasn’t just the old-timers who loved it. Adweek, Trendhunter, Mashable and more all covered our launch, making Hard Mountain Dew Livewire a hit during spring break season.