The crossover episode none of us knew we needed is here: MTN DEW x FLAMIN HOT Cheetos. Consider your tastebuds warned!
PepsiCo has announced a new beverage mash-up that’s sure to take the middle-school sleepover circuit by storm, remixing the sugary citrus of DEW with the spicy kick of FLAMIN’ HOT Cheetos to bring us MTN DEW FLAMIN’ HOT. This bold brew will hit the virtual shelves of the DEW Store on August 31.
To push the collab even further, MTN DEW teamed up with the clothing brand Broken Promises to concoct a limited edition FLAMIN’ HOT-inspired apparel line to go along with the drink. The capsule collection includes shirts, hoodies, sweatpants, and accessories and will be available on the Broken Promises site starting on September 4. The designs revolve around FLAMIN HOT’s much-adored mascot Sparky, who has undergone a makeover to help tell the MTN DEW FLAMIN’ HOT origin story.
“We’re inspired by creating and building character stories that add depth to the bold MTN DEW flavors,” said Carl Gerhards, Senior Director of Design at PepsiCo Beverages North America and MTN DEW Flavors & Energy, in a press release. “Looking at the history of FLAMIN’ HOT, we thought a lot about how Sparky had been jumping from Cheetos to other snack brands for years and how that might have become routine for the character. With a mischievous personality, it was only a matter of time before Sparky jumped to another category, and MTN DEW caught his eye!”
With an unsurprising amount of red, orange, and yellow with copious flame imagery on the packaging and campaign assets, MTN DEW FLAMIN HOT leans in to what MTN DEW and Cheetos do best, all while resurrecting your inner 12-year-old troublemaker.