- Hard Mtn Dew is putting a twist – or rather a cylindrical shape – on the holiday card this year, by offering consumers a chance to send a personalized, holiday-themed six-pack of the alcoholic drink to their loved ones.
- The “Holiday Can Cards” are being billed as the first drinkable greeting card and is based on company data indicating that nearly two-thirds of U.S. adults (over the age of 21) would like to receive more creative gifts during the holidays. Additionally nearly 80% of them would be likely to keep a personalized beverage container as a keepsake even after it’s empty.
- To send the can/cards, consumers are asked to purchase a six pack of Hard Mtn Dew through a special microsite (holidaycancards.com) and then also submit their “most chaotic, meme worthy or gloriously offbeat holiday photo (all in good taste, of course).” The photo will then be placed on the cans on the six pack and sent to the purchaser.
The effort is meant to particularly appeal to Gen Z consumers. According to the brand’s survey of 1,000 consumers over 21, nearly 80% of Gen Z consumers are willing to give personalized beverages as gifts, outpacing other generations. They are also more likely to feel guilty about their gifts not being as thoughtful as they’d like and nearly two-thirds (64%) actively try to give personalized gifts.
“Year after year of the same old paper cards, we thought: why not create the next generation of holiday greetings?” said Erica Taylor, senior brand director for Hard Mtn Dew, in a statement. “Hard Mtn Dew Holiday Can Cards give the personalization and thoughtfulness of a traditional card, but with the added bonus of being something you can crack open and enjoy together. It’s the holiday card, reimagined…and a lot more fun!”
The packs will only be available in limited quantities and restock drops will occur every Wednesday through December 3.
