CLIENT | MOUNTAIN DEW
🏂
CLIENT | MOUNTAIN DEW 🏂
PROJECT: Danner x Danny Davis Mountain Pass Collaboration for Mountain Dew
OBJECTIVE: Develop and launch a unique, USA-made footwear collaboration, bringing together the Mountain Dew brand, Danner Boots, and Professional Snowboarder Danny Davis.
BACKGROUND: Mountain Dew sought to diversify and amplify its brand presence through a product extension—Green Label Exclusives Program. This vision was entrusted to Magna Opera, aiming to create an authentic connection between the beverage giant and the world of footwear.
STRATEGY:
Visual Identity: Created a distinct "Danny" visual identity for Professional Snowboarder Danny Davis, which was embossed on the tongue of each Danner Boot and integrated into various promotional elements.
Product Design & Development: Collaboratively crafted the Danner x Danny Davis Mountain Pass footwear, ensuring it resonated with the brand ethos of all involved parties.
Wholesale Sales & Distribution: Positioned the exclusive collection strategically, making it available through select premium retailers, including Danner.com, BURTON, and at all Burton Flagship retail locations.
CREATIVE:
Produced a comprehensive media support package, inclusive of video and photo lookbooks and online banner assets, amplifying the collection's release.
Executed a full site takeover on notable platforms such as Complex.com and Green-Label.com, further cementing the collection's presence in the market.
Ensured strategic media placements within the snowboarding community to drive targeted awareness.
OUTCOME:
The culmination of the Danner x Danny Davis Mountain Pass project witnessed Magna Opera seamlessly integrating the collection with the Winter Dew Tour in Breckenridge, Colorado. The event served as a hotspot for attendees to engage with Danny, interact with the product firsthand, and immerse themselves in a tailored display crafted explicitly for the event. This holistic approach, from conceptualization to activation, underscored Magna Opera's prowess in creating, launching, and showcasing collaborative projects that resonate on multiple levels.
