MTN DEW A Can Has No Name

  • 2020

  • Communication

Designed In:

United States of America

There is a strong cross-section of dedicated fans who love both Mtn Dew® and Game of Thrones. HBO challenged both fans & brands with the question “What Would You Do for the Throne?” We were willing to sacrifice everything: our brand, our name, and our iconic visual identity.

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  • The inspiration for the design of ‘A Can With No Name’ came from the reinterpretation of key elements from Game of Thrones. In tribute to Game of Thrones, Mtn Dew gave up its iconic neon green “face” to reveal a stark white, brand less can. When warm, the cans appear nameless, but once chilled, they reveal Arya’s kill list. ‘A Can Has No Name’ pays tribute to the characters killed and reveals a reminder of her remaining targets for the final season, turning a key show element into a tangible keepsake.

  • We started with a blank canvas to make the most intriguing and impactful impression. This bold move created an opportunity for an epic reveal of Arya’s kill list, rendered in Game of Thrones’ iconic use of the Trajan font. The ‘A Can Has No Name’ concept was achieved with temperature-sensitive thermochromatic ink, allowing for color to have a faint residual look at room temperature, then become enhanced when refrigerated to illuminate the design.

  • The Mtn Dew brand delivered a tailored co-branded Mtn Dew/Game of Thrones experience, adding to consumers’ love for both brands while celebrating a significant moment in pop culture. For a campaign that was developed in under two months and ran for 13 days, the results were outstanding.

  • The campaign execution included the ‘brandless’ Mountain Dew can, ‘winterized’ social media assets, an online sweepstakes, and consumer activations. For the activations, fans went to a location in NYC or LA specified on social media, said the secret password (another homage to the Faceless Men) to get a coin to insert into an Iron Vending Machine. Once fans had the can in hand, it was dunked in a liquid nitrogen bath to finally reveal Arya’s kill list.