Our Work

Helping New Heartland doers Dew more

If there was ever a brand that epitomizes the New Heartland ethic, it would have to be Mountain Dew.

Born in the hills of eastern Tennessee, the brand has always had a strong connection with New Heartland consumers – consumers with an avid love of all things outdoors.

Leveraging our insight into New Heartland consumer behavior, NHG helped create the Outdoors brand pillar “Get Out And Do” – targeting our audience’s deep passions for hunting, fishing, lake life, and more. The initiative has since become a pillar of the brand’s overarching brand strategy.

As part of an agency team that includes Chiat, Motive, TracyLocke and others, NHG provides Heartland-based strategy and insights on creative tactics such as Super Bowl experiential, PR, influencer engagement, as well as retail activation for both the Mountain Dew brand team and regional divisions.

The result has been measurable increases in sales, consideration and awareness, as well as strong engagement from consumers and influencers in the outdoor space.

To learn more about NHG’s brand partnership initiatives with Mountain Dew, check out One Bullet Entertainment.

new heartland case study mountain dew
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