- Hard Mtn Dew is adding a Code Red version to its lineup with a bid to save the world’s redheads.
- Noting that redheads make up just 2% of the world’s population, the brand has created a PSA-like spot encouraging people to find a redheaded partner with whom they can forge a relationship. Through a sweepstakes, the brand will offer winners a subscription to a dating website of their choice and cash to purchase Hard Mtn Dew Code Red.
- The campaign follows previous stunts from that brand that have included trying to get a fan to marry a can of the beverage in Las Vegas and setting up a livestream camera in an attempt to get a can of Hard Mtn Baja Blast abducted by aliens.
The spot apes a nature PSA, acting as if it captures “the majestic redhead” in the wild (really, they are just living in a city), who possess “fiery locks, countless freckles and untenable charm.” The spot goes on to note that they only make up 2% of the world’s population and the number continues to dwindle with each passing year, meaning they could vanish forever. The spot then instructs them to go to SaveTheRedheads.com to register for their chance to sign up for the dating site and receive Hard Mtn Dew Code Red. “The preservation of this extraordinary species now rests in your hands, and perhaps in a perfectly chilled can of Hard Mtn Dew Red,” the spot concludes.
“We’re asking HARD DEW fans far and wide, redhead or not, to support the cause, share with friends, and spread the Code Red/redhead love,” said Erica Taylor, senior brand director for Hard Mtn Dew, in a statement.
The contest is open from March 27 through April 10.
