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MTN DEW consumption has been declining with its core heartland consumer. We had to find a way to make Dew relevant again in their lives, so we went to the biggest day of the year—opening day for fishing season—and made sure no one went home empty handed.
Upon launch, The DEW Opening Day Guarantee quickly became the #1 trending topic on Twitter in the US, exceeding expectations with all prize money being allocated in the very first day.