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How do we call attention to our new DEW flavor that is 3 DEW in 1? With a late night infomercial complete with an active 1800 number for ordering and Dale Earnhardt Jr. of course. This spot was featured on FB ,YouTube, Fox Sports and looped for a half hour at 3am on a local channel somewhere in Kansas. 

PR Mentions: Marketing Dive, PR News Wire, Thrillist

And here's a blooper reel we shared across social channels that is arguably better than the original spot.

We also repurposed our assets to create gifs and memes to join in on fans’ conversations in a culturally relevant way. It appears they really liked it.

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People liked DEW-S-A so much, that there was even demand for Dale’s T-Shirt. So naturally we started selling it.