Sydney, Australia — Mountain Dew has launched its new ‘Flavour Hunt’ activation, transforming the release of its latest drinks into a social-first treasure hunt designed to drive product discovery, retail traffic, and consumer engagement.
Created by brand experience agency Curious Nation in partnership with 7-Eleven and Finders Keepers Australia, the activation supports the launch of Mountain Dew’s new Blue Razz Blitz and Typhoon flavours by encouraging consumers to hunt for hidden cash prizes at participating stores.
Mountain Dew turned the launch into an interactive experience that blended social media participation with real-world retail visits, a strategy designed to appeal to Gen Z consumers by tapping into the growing popularity of online treasure hunts and reward-based social content.
The first Flavour Hunt introduced Blue Razz Blitz through a Melbourne-based hunt, where participants followed clues shared on social media to locate a hidden cash prize worth AUD700 at a 7-Eleven store.
Building on that momentum, the second activation for Typhoon expanded the experience into a city-wide challenge across three Melbourne locations, with participants competing to find a combined AUD2,100 in prize money.
The activation also aimed to strengthen 7-Eleven’s role as a destination for product discovery while encouraging consumers to experience the new flavours firsthand.
According to research cited by Mountain Dew, 41% of Gen Z consumers are willing to try newly launched snacks or drinks immediately after release, making the audience a natural fit for the activation’s discovery-led approach.
The campaign has also generated strong engagement, with the Blue Razz Blitz Flavour Hunt recording more than 2.6 million views and over 13,000 engagements across social platforms, while the Typhoon activation has already surpassed one million views.
Jess Smyth, Customer and Shopper Marketing Manager at Asahi Beverages, said the activation was created to build genuine excitement around the new launches while giving consumers a reason to visit stores.
“We wanted to create genuine excitement around these new flavour launches and give people a reason to seek them out in-store. The Flavour Hunt concept allowed us to connect cultural behaviour with retail in a way that felt natural and engaging,” said Smyth.
Meanwhile, Gareth Brock, Co-Founder and Head of Strategy at Curious Nation, said the campaign was designed around existing consumer behaviours instead of interrupting them with conventional advertising.
“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 physically and socially at the same time. The result was not just awareness, but action, driving audiences from content directly into the store,” shared Brock.
The activation also reflects how product launches are increasingly becoming experience-led marketing opportunities, using gamification and participation to create stronger connections between brands, consumers and physical retail.
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