A R T D I R E C T I O N
Big Bold Book of MTN DEW® Recipes
For the brand’s 80th birthday, MTN DEW® decided to do something groundbreaking and release its first ever cookbook in a tribute to its loyal fans. The Big Bold Book of MTN DEW Recipes touts nearly forty unique dishes to satisfy every craving, with a compilation of fan-made, fan-inspired and fan-favorited creations. Ranging from quick and easy two-ingredient cupcake treats, to the advanced Code Red® Brisket that will entice any BBQ pitmaster, all recipes stir up serious flavor with the delicious charge of MTN DEW. For years, fans have been creating delicious, outrageous and mind-blowing recipes with MTN DEW®, and with this cookbook, the brand wanted to show its consumers some love in food form.
The creative challenge was to design a cookbook worthy of our MTN DEW brand and its dedicated fanbase. The design team began with a foundation of borrowing from traditional cookbook design, but made wholly MTN DEW by injecting energy, personality and boldness into each page. Ultimately, we wanted to create a clearly organized and cohesive cookbook that still delivered an easy-to-follow cooking experience.
The result is a cookbook that is big, bright, and packed with pages full of delicious flavor. Each page is layered with mouth-watering food and product photography, fun characters and stickers and bits of trivia about the brand. As an added interactive element, The Big Bold Book of MTN DEW Recipes also offers fun activities throughout to encourage “doing.” Between each section, readers will discover trivia pages, novelty games, word searches and other fun opportunities beyond the recipes.
Company—PEPSICO
ART DIRECTION
BOOK DESIGN
ILLUSTRATION
RETOUCHING
Behind the Scenes—
In order to build this 96-page cookbook with over forty curated recipes, the design team concepted and directed two photoshoots remotely, retouched over sixty images, created fifty custom graphics and illustrations, and seven activity pages. Each of these elements were executed to create The Big Bold Book of MTN DEW Recipes in just six weeks, from brief to print.
Photography & Retouching—
Photoshoot: Main Recipes
Photoshoot: Influencer Recipes
Sticker Illustrations—
GIFs—
Results —
The impact of this project surpassed expectations, driving earned media impressions and selling out in mere minutes! We printed thousands of additional books due to consumer demand and continue to sell them through our dedicated MTN DEW eComm store. We have earned 1.8 billion impressions and nearly 900 broadcast mentions about the book, including a feature on The Tonight Show with Jimmy Fallon.
