Mountain Dew Flamin’ Hot Ignites a Star-Studded Rager in Hell, Michigan

MTN DEW Flamin’ Hot threw a party in the one place on Earth that matches its energy: The town of Hell, Mich. The cursed beverage was originally unleashed upon the world in a limited release in August of last year, but sold out within minutes online. Now it’s back and going big with a nationwide release, and, with help from agencies Golin New York and production company Motive, it celebrated with a full-scale, immersive activation called “To Hell With MTN DEW Flamin’ Hot.” Guests were served with MTN DEW Flamin' Hot swag. Adweek’s social designer Gabby Ulloa ventured into the depths to get an inside look at the netherworldly experience, and talked to DJ Pauly D about his role in bringing it to life. Beyond the Gates of Hell The town, which is located about 15 miles from Ann Arbor and revels in its devilish name, is no stranger to brand activations. In 2020, Airbnb hosted a Halloween-themed stay in Hell for a few lucky guests. Now, it has claimed Flamin’ Hot MTN DEW as its official beverage. Chef and rapper Action Bronson served up Hellish mixed drinks and dishes. The brand launched the activation with Golin New York and Motive, which had planned for 2,000 attendees. However, the activation received so much attention on local news and social media that nearly 8,000 people expressed interest in coming, and many were turned away for safety reasons. "Being The Official Drink of Hell isn’t an opportunity that comes along very often, but we knew it was the only way to launch MTN DEW Flamin’ Hot," said Matt Statman, founder, CEO and chief creative officer of Motive. Guests were showered with swag themed after the beverage, as well as activities like putt putt at the local course, which was temporarily rethemed as the MTN DEW Flamin’ Hot Country Club. Raising Hell Ribs, one of the signature dishes at the event. Meanwhile, rapper and chef Action Bronson whipped up Flamin’ Hot-themed snacks, dishes and beverages for VIP revelers who were invited to the experience at the MTN DEW Flamin’ Hot Grill. The menu included “Hell Spicy Tuna,” “Raising Hell Ribs” and a cocktail called “Fancy as Hell.” Over at the Hell Hole Bar, guests could sample dishes such as the “Bowl of Fire”—chicken tortilla soup topped with Flamin’ Hot Dorito Lime chips—along with the Hell Pig, a pulled pork sandwich roasted in MTN DEW Flamin’ Hot and topped with MTN Dew Flamin’ Hot barbecue sauce. “Our Dew clients asked us to create an epic moment to celebrate the return of MTN DEW Flamin' Hot, and we told them to go to Hell,” said Ron D'Innocenzo, Golin’s chief creative officer, North America. “How many times in your career can say that?” The event’s headlining DJ, Pauly D, played a two-hour set with modern pop hits and old favorites, including Hell- and fire-themed songs like “Highway to Hell” and “Girl on Fire.” He talked enthusiastically with Adweek about his set at the event, saying, “I just made Hell a little bit hotter, even though it's cold out.” When choosing partnerships, the former Jersey Shore star said he has to feel a personal connection to the brand and isn’t afraid to decline if it’s not the right fit. “I wouldn't put my name or associate with anything that I don't like,” he said. “But this is such a positive and such a fun brand. It's everything I like: I love spicy foods, and I love sweet. It's like a match made in heaven, except we're in Hell.”