• by Karlene Lukovitz  @KLmarketdaily, March 31, 2017

Mtn Dew Black Label, the dark berry and citrus bitters soda introduced last year, turned out to be one of the most successful launches in Dew’s history.

Now, Mtn Dew is planning a big splash for two more “premium” carbonated soda varieties featuring fruit flavors and bitters: citrus-flavored White Label and apple/kiwi-flavored Green Label. 

Together, the three are now part of what’s being called the Mtn Dew Label Series.

The PepsiCo brand will take over and convert the Musicland Hotel in Palm Springs, Calif. to the “Label Motel” on April 15 - 16. That coincides with the Coachella music festival in nearby Indio, Calif.

The Dew-sponsored events at the hotel, free to the public with an RSVP to mountaindew@golin.com, will include a guest DJ set by Virgil Abloh; an iHeart Radio concert featuring a “chart-topping” artist (to be announced next week); an interactive installation by street artist Bradley Theodore, and other art activities. 

Young hipsters will also be wooed with a “technology haven” room featuring a “Dew VR Beat Drop” experience in which a lounge party suddenly turns into a sky diving party (above and below). 

Members of the Dew’s pro skate team will be displaying custom art in a pop-up gallery and engaging attendees with various antics during the weekend.

The PepsiCo brand will also be selling crop-tops, Hawaiian shirts, slides, beach towels and other items from a Label Series branded “capsule collection” called 92264, created by trendy fashion design site VFiles. 

The marketing campaign, dubbed “Boldly Refined,” will also include sampling at college and university campuses starting this month, digital and social advertising, and brand exposure during the MTV Movie & TV Awards on May 7.