Mountain Dew is turning discovery into a game with its ‘Mountain Dew Flavour Hunt’ activation via brand experience agency Curious Nation.
Developed in partnership with 7-Eleven and Finders Keepers Australia, the activation launches two flavours, Blue Razz Blitz and Typhoon, through a series of real-world, social-first treasure hunts designed to drive foot traffic, engagement, and cultural relevance.
“We wanted to create genuine excitement around these new flavour launches and give people a reason to seek them out in-store,” stated Asahi Beverages’ customer and shopper marketing manager, Jess Smyth. The Flavour Hunt concept connects cultural behaviour with retail in a manner that feels both natural and engaging.
Recent research by Mountain Dew revealed that 41% of Gen Z consumers are ready to try new snack or drink flavours immediately upon release—the highest among all generations. The first Mountain Dew Flavour Hunt, which introduced Mountain Dew Blue Razz Blitz, had participants follow teaser clues on social media to locate a hidden $700 cash prize at a Melbourne 7-Eleven.
The latest activation for Mountain Dew Typhoon is expanding this concept, sending participants across three Melbourne-based stores in a city-wide hunt for a total of $2,100 in cash. The initial hunt generated over 2.6 million views and more than 13,000 engagements, while the Typhoon hunt has already surpassed one million views.
“We were excited to work with Mountain Dew to bring this campaign to life. Instead of treating the flavour launch like a broadcast moment, we treated it like a discovery mechanic,” noted Curious Nation co-founder and head of strategy Gareth Brock. He added that Gen Z audiences are conditioned by social-first hunt formats that reward speed, curiosity, and participation, making this campaign particularly resonant.
Brock highlighted a critical shift in retail marketing dynamics: “Retail launches often feel manufactured. The hype is announced before it is earned. This campaign flipped that dynamic by turning the product release into something people could participate in both physically and socially.” The outcome was not merely awareness but tangible action, effectively driving audiences from content directly into stores.
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