Mountain Dew for all

The Dew is differentiating — big time.

New Bern, N.C.-based Mountain Dew is initiating a new summer campaign where all 50 states in the U.S. will see its own version of the company’s soda in special packaging and ads.

The “DEWnited States Collection” summer campaign includes special bottle designs highlighting landmarks and icons associated with each state, according to the company. The animated designs include one for California that includes images of surfboards and redwood trees. New York’s shows the Brooklyn Bridge, and the Illinois bottle includes an illustration of Chicago’s public art sculpture known as the Bean.

"We have some of the most passionate fans who embody the spirit of DEW, and what we've noticed in following them on social media is that they all do it differently," said Erin Chin, senior director of marketing for Mountain Dew. "DEWnited States is about recognizing those differences and celebrating the pride Dew Nation has for their home states, all while championing the unifying messaging of doing no matter where they live."

To launch DEWnited States, the company has created more than 450 unique creative assets across the campaign, including video content, digital and social ads, in-store displays and more, customized for each state. It is launching 50 unique, 15-second digital advertisements rolling out today through July and a new, 15-second national television spot.