Mountain Dew holds a strong place within the community of extremity seekers. They do not compromise, and they definitely don’t do ‘light’. We therefore turned the product’s proposition on its head: It has the same attitude and energy as the original, and, if anything, even more so because it doesn’t rely on sugar to pack a punch. The new name ‘All Dew. No Sugar.’ was created to double as a product narrative that plays on the community’s all-or-nothing way of life.