Mountain Dew has sought to establish itself as an outdoors-oriented brand in recent years, with great success. Recognizing the drink’s unique link between soda, which sales are declining, and energy drinks, whose sales are booming, PepsiCo has put more emphasis on Mountain Dew among its beverage line.

Energy drinks have long been associated with action and outdoor sports, and Mountain Dew has made a foothold in this area as well. Its popular Dew Tour consists of summer and winter action sports competitions in California and Colorado, respectively, with numerous Mountain Dew brands and drinks on site, forging this consumer base an automatic link between the skateboarding or snowboarding and Mountain Dew.

Over the past decade in particular, Mountain Dew has launched several campaigns to attract this demographic. Past promotions to benefit outdoor enthusiasts among the soft drink consumer base have included limited-edition camouflage packaging and a raffle for a trip for two to Montana’s The Ranch at Rock Creek as part of its “campaign” Answer the call of the wild ”in 2016.

Mountain Dew sees “Big buyers” in states like Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, and Wyoming, becoming part of the activities that residents of those states already enjoy doing is therefore a obvious to the company.

But outdoor recreation will be very different for many in the United States this summer, as the novel coronavirus continues to spread and social distancing continues to remain the order of the day.

However, two of Americans’ favorite outdoor pastimes, hunting and fishing, are easily done on your own or in small groups. And in its latest promotion, Mountain Dew wants to reduce the potential financial hurdle preventing hunters and fishermen from going out this summer.

As part of its “Out Here. It’s DEW. outdoor campaign, Mountain Dew’s $ 100,000 Outdoor Stimulus program will reimburse one 2020 hunting and fishing license per household for the first 5,000 outdoor enthusiasts who apply.

Those who win the contest will receive a one-time payment of $ 20 for their fishing and hunting licenses, paid through Venmo or by check. Licensed fisherman and hunter licenses must fund conservation, education, and restoration of wildlife in their states.

Beginning Wednesday, July 15 at 10 a.m. ET, hunters and anglers can request the Outdoor Stimulus by visiting the contest landing page and submit photos of their fishing or hunting licenses from last year (January 1, 2019 – date of exchange by the consumer).

“MTN DEW’s roots share a deep sense of regional pride with the Heartland – it’s a way of life and a commitment to community and the land,” said Julie Raheja-Perera, MTN DEW. “We know this year has brought many challenges and that the Heartlanders live for the days they can spend outdoors, whether it’s fishing on the lake or hunting with family and friends. We want them to know that we are there with them giving them a little push to go out and unleash their passions.

Since the start of the pandemic, sales of hunting and fishing licenses have been on the rise. In Minnesota, individual resident licenses increased 36% from 2019, as of Memorial Day weekend, according to Star Tribune. Individual conservation licenses and combined conservation licenses increased by 32 and 31 percent, respectively.

In California, the Department of Fish and Wildlife reports a 10% increase in sport fishing license purchases over last year.

The Arkansas Game and Fish Commission also reports that annual resident fishing license sales are up 10%, with an increase in the annual combined resident fishing and hunting license as well.

The complete rules and regulations for the Outer Stimulus can be found at

Update 7/24/2020: Given the popularity of the initial $ 100,000 outside stimulus, which sold out in just five hours, Mountain Dew has announced an additional $ 100,000 outside stimulus that will last until September 11th. The website will accept up to 100 permit applications. per day and reopens daily at 10 a.m. ET this summer, reimbursing one hunting or fishing license per household up to a total of $ 20. The 100 daily spots were sold out within minutes of opening, so interested applicants should make sure to apply early.

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